Your Facebook and Instagram ads were humming along nicely — leads coming in, offers converting — and then, suddenly, bam: performance dropped, costs rose, and nothing made sense. 🤔
Don’t worry. It’s not your clinic. It’s Facebook ads.
Meet Andromeda, Meta’s new ad system that’s quietly changing everything about how ads perform.
🧠 So, What Is This “Andromeda” Thing Anyway?
Andromeda is Meta’s new AI-powered ad-retrieval and delivery engine. In simple terms, it’s the “brain” deciding which ads are shown to which users.
Before Andromeda, Facebook’s ad system relied on a combination of manual targeting rules and smaller-scale machine learning models.
Now, it uses a massive deep-learning architecture that can evaluate millions of ads and billions of data points in real time.
Meta describes it as a “next-generation personalized ads retrieval system.” According to Meta’s engineering blog, it improved ad relevance by about 6 % in recall and 8 % in overall ad quality scores once deployed.
Here’s what changed:
- Facebook now tests way more ads at once. So if you only give it a few creatives, you’re invisible in the shuffle.
- It learns from behavior, not manual interests. Forget the “women 30–45 interested in Botox” targeting. Now, it reads engagement patterns to find your best leads.
- It prioritizes variety. The more diverse your ad library, the better the AI performs.
💥 Why So Many Ads Stopped Performing
From what we’ve seen marketing medspa clinic accounts, the biggest performance dips came from:
- Too many campaigns, not enough data. Each one learns separately so they all struggle.
- Cloned creatives. Swapping a few words or filters doesn’t count as diversity anymore.
- Over-targeting. Narrow interest groups choke off Facebook’s ability to learn.
- Micromanaging ads. Restarting or pausing resets everything.
When you run multiple campaigns with broad targeting and similar offers, they compete against each other in Meta’s auction, a problem known as internal cannibalization. Both ads enter the same auction for the same audience, driving up your costs and lowering performance.
💄 What This Means for Medspas
For beauty businesses, the Andromeda update is both a challenge and an opportunity.
Clinics that relied on narrow targeting like “women 30–45 in london interested in Botox” are finding those setups no longer work as well.
On the flip side, those embracing creative variety and data-rich campaigns are seeing stronger long-term results.
Here’s how it plays out in a typical Facebook ads campaign for aesthetics clinics:
- The algorithm learns your audience faster than you can define it.
Let Facebook explore broadly and it will find the people who love your treatments from skincare enthusiasts to first-timers considering injectables. - Your creative library is your new targeting tool.
Each ad you upload teaches Andromeda something new about who responds. That means your visuals, captions, and offers are what “guide” the system, not your detailed interest lists. - Consistency beats constant tweaking.
Instead of micromanaging ads daily, let campaigns gather data over time. When Facebook spends more on a certain ad, that usually means it’s feeding the funnel even if its individual cost-per-lead looks higher.
🎨 The Power of Creative Diversity
This is perhaps the biggest change of all.
Under Andromeda, minor edits like swapping a headline or changing a background won’t move the needle. The system wants substantially different creatives that appeal to various audience mindsets.
Think of your creatives as categories rather than duplicates:
| Creative Type | Example for a Medspa |
|---|---|
| Founder’s Story Ad | The clinic owner sharing their mission or why they started. |
| Benefits-Focused Ad | Show the “after” glow with emotional language about confidence. |
| Direct-to-Offer Ad | “Get 20 % off laser facials this week only!” |
| Us vs Them Ad | Compare your advanced technology or techniques with outdated ones. |
| UGC / Testimonial Ad | Real clients sharing experiences, selfie-style videos. |
Clinics that upload 10–15 unique creatives per campaign outperform those running 3–4 by a large margin — both in reach and conversion rate.
These creative types also map naturally to different awareness levels in your funnel:
| Awareness Level | Ad Example |
|---|---|
| Unaware | Educational video on why professional facials matter. |
| Problem Aware | “Tired of dull, uneven skin?” style hook. |
| Solution Aware | Introducing your specific treatment (e.g., HIFU, laser). |
| Most Aware / Ready to Book | Direct promo or offer-driven creative. |
When you run all these inside one broad campaign, Facebook automatically matches each ad to the right person based on where they are in the buying journey.
🧩 Consolidate and Simplify
Another Andromeda principle: fewer, stronger campaigns.
- Consolidate ad sets. If two campaigns target similar audiences, merge them. This prevents your ads from bidding against each other and gives Facebook more conversion data to learn from.
- Feed the machine. Larger data sets help Andromeda detect patterns faster. Instead of five small campaigns with 10 conversions each, one campaign with 50 conversions will optimize much better.
- Keep learning phases intact. Avoid resetting campaigns too early; let them stabilize before making big edits.
🎯 Use Broad Targeting to Your Advantage
Broad targeting might feel scary — especially if you’ve always relied on precise interests. But Andromeda thrives on big data.
Here’s how to do it safely:
- Start with location + gender + age (e.g., women 25–55 in your city).
- Layer in strong creative variety to signal different audience types.
- Trust the system to find the best segments for each creative.
Meta’s own data shows that broad targeting with enough signal quality (Pixel + Conversions API setup) consistently beats micro-targeting under Andromeda.
📊 Measure Success Differently
Another shift: stop judging individual ads too harshly.
- If a specific ad has a higher cost-per-lead but Facebook keeps spending on it, that’s a good sign. It might be introducing users to your brand, who later convert from another ad in the same campaign.
- Evaluate performance at the campaign level first. As long as the overall CPL is within your KPI, the system is doing its job.
This approach aligns with how the new algorithm measures success — holistically, not in isolation.
✨ The Takeaway
Andromeda isn’t your enemy, it’s just a smarter system that needs better input.
To win now:
- Feed it creative diversity.
- Consolidate and simplify.
- Think long-term and full-funnel.
While everyone else wonders why their “old” ad strategies stopped working, this is your moment to reset, refresh, and rebuild smarter.
The sooner you align with Andromeda, the faster you’ll see your bookings bounce back and your cost per lead finally settle where it should be. 😉