01
Targeting moved into the creative
With broad targeting, Meta decides who sees your ad. What it has to go on is mostly the ad itself. In practice, your creative is doing the targeting now.
Creative-Led Performance
In the post-Andromeda era, your creative is your targeting.
The algorithm pulls the levers. We set the strategy.
What Andromeda changed
Media buying moved into the creative
Andromeda is the system Meta uses to decide which ads are even in the running for a given person. Meta says it narrows tens of millions of candidate ads down to a few thousand, and that it was built for the flood of creative coming from Advantage+ automation. Paired with broad targeting, Meta now makes most of the decisions a media buyer used to make. Google PMax and TikTok Smart+ went the same way.
02
Variations stopped counting as new ads
What we see: the same concept with a new color or headline tends to share delivery with the original. It doesn't buy you new reach. A genuinely different concept does.
03
The variance lives in the ad
In the accounts we audit, the gap between the best and worst ad inside one campaign is often wider than that campaign's month-to-month swings. Channel-level ROAS averages across exactly that.
Variations vs. diversification
Twelve versions of one idea is still one idea
More ads only helps if they're different ads.
What most accounts run
1 concept, 12 versions
New color, new headline, new button. Same promise, same person, same picture.
What Andromeda rewards
Distinct concepts
Each one built to reach a different pocket of people.
- PersonaNew parentGift buyerSkeptic
- Angle / desireSaves timeStatusFear of missing out
- FormatUGCStaticDemoFounderComparisonMeme
- HookQuestionBold claimProblem first
- OfferBundleTrialFree shipping
The Concept Matrix
Persona × angle × format
We plan creative as a grid, not a mood board. Every new ad fills a specific cell, so it's meant to reach people your other ads aren't reaching.
Who
Persona
- Who's buying
- What situation they're in
- What they already believe
Why
Angle
- The desire or pain
- The reason to act now
- The objection to beat
How
Format
- UGC, static, demo
- Founder, comparison, meme
- The hook in the first second
The matrix also tells you how much you can afford to test. Every concept needs enough spend to give a readable answer. A bigger budget can feed more concepts at once. A small budget spread across too many starves all of them, and you end up with a dozen results that don't mean anything.
So we don't publish a magic number. We size the matrix to your spend and your margin, and grow it as the account grows.
What you get
Creative strategy and media buying, one system
We decide what to say, to whom, and why. The platforms find the people. We read what worked at the creative level and feed it back.
- Creative Diversity Audit. How many truly distinct concepts you're running vs. variations of the same few.
- Concept Matrix and testing roadmap. Which cells to fill next, in what order, sized to your budget.
- Production briefs. Ready for your team, your UGC creators, or our AI-assisted production engine, The Run.
- Account structure for Andromeda and Advantage+. Consolidated, broad, and signal-rich.
- Creative-level reporting. Which concepts earn, at what margin, and when they start to fatigue.
- Weekly decisions. What to scale, what to cut, and what to make next. Every week.
How it runs
On the HUNT Framework
The same operating system behind every engagement. See the full framework.
Hunt
Run the Creative Diversity Audit. Count real concepts vs. variations, find what's fatigued, and check your signals.
Unify
Build one Concept Matrix and one consolidated, broad account structure for Andromeda and Advantage+.
Navigate
Ship distinct concepts on a weekly cadence. Make spend and creative decisions every week.
Track & Convert
Report at the creative level: which concepts earn, at what margin, and until when.
Who it's for
Built for whoever answers for the number
Founder-led, by operators who've managed $250M+ in ad spend across 47 brands.
CFO / CEO
The dashboard and the P&L disagree
You want spend decisions made on margin, not on whatever the platform reports.
CRO / Head of Growth
Meta is your biggest channel and it swings
You want to know which ideas are driving results, not just which campaign.
Director of Paid Media
Your job quietly became making more ads
You want a system that tells the team what to make next, backed by creative-level data. We make you faster, not redundant.
Founder
It's your own money, and one ad carried you
You want a repeatable way to find the next winner, not another lucky streak.
Not a fit if you're spending under $25k a month on Meta, where there isn't enough volume to read concept-level tests yet, or you just want someone to upload ads you've already made.
How to start
Start with a look at your live ads
Creative Diversity Teardown
On your first call
Free15 minutes, on the call
- We look at your live ads together
- You find out how many real concepts you're running
- You leave with the first gaps to fill
HUNT Deep Diagnostic
The full four-phase audit, as a project
Starts at $3,500One-time. Credited to month one if you retain within 30 days.
- Full Creative Diversity Audit of your account
- Your first Concept Matrix and testing roadmap
- Account structure and signal review
- A written plan: what to cut, keep, and make next
Every account is different. Your price depends on scope and how involved you need us to be, from strategic guidance to fully hands-on. For ongoing work, see our engagement tiers, and how we put our fee on the line in The Wolf Pact.
FAQ
Andromeda, answered
What is Meta Andromeda?
Andromeda is the machine learning system Meta uses for ad retrieval, the first step in deciding which ads a person sees. Meta says it narrows tens of millions of candidate ads down to a few thousand relevant ones, and that it was built to handle the growing number of ad creatives coming from Advantage+ automation. Ranking and the auction only happen for ads that make it through retrieval.
What is creative diversification?
Running ads that are genuinely different from each other, not versions of the same ad. Different personas, different reasons to buy, different formats, hooks and offers. The goal is for each concept to reach a different group of people instead of competing for the same ones.
How many ads should I test on Meta now?
There's no magic number, and anyone who gives you one without seeing your spend is guessing. Each concept needs enough budget to produce a readable result, so a bigger budget can support more concepts and a smaller one should test fewer, more distinct ideas. We size the number of concepts to your spend and your margin.
Do variations still work on Meta?
They still have a job, like refining a headline once a concept is proven. What we see in practice is that near-duplicates, the same concept with a new color or headline, rarely reach new people. They tend to share delivery with the original. New reach comes from new concepts.
Do I still need a media buyer if Meta's AI does the targeting?
You need a different kind of media buyer. The platforms now make most of the targeting and bidding decisions, so the job moved to deciding what to say and to whom, keeping account structure and signals clean, and reading results at the creative level. The algorithm pulls the levers. Someone still has to set the strategy.
Do you make the creative or just the strategy?
Both, depending on what you need. We plan the concepts and write the production briefs, and the ads get made by your in-house team, your UGC creators, or our AI-assisted production pipeline, The Run. Either way we own the testing roadmap and the read on what worked.
Keep reading: Meta is automating your ads, Creative velocity beats budget. Related services: Profit Measurement, Conversion Optimization, or all services.
How many real concepts are you running?
Book a call and we'll look at your live ads together. You'll leave knowing what you have, and what to build next.