PPC · · 2 min read
Meta’s Andromeda: Why Creative Variety Now Beats Targeting
Meta's new ad retrieval engine, Andromeda, picks which ads enter the auction based heavily on what the creative shows. Here's why near-identical ads now hold you back, and how to build a creative mix that scales.
In short:
- Andromeda is Meta’s ad retrieval system: it narrows millions of possible ads down to a shortlist for each person before the auction.
- Meta’s guidance has shifted from detailed targeting to “creative diversification” as the main lever.
- Ten versions of the same image don’t count as variety. You need different angles, formats and people.
Over the past months, many advertisers have noticed that Meta’s broad, automated campaigns behave differently. A big reason is Andromeda, the retrieval engine Meta introduced to handle the huge increase in ads created by Advantage+ and generative AI tools. Retrieval is the first step in ad delivery: before any auction, the system picks which of millions of ads are candidates for a given person.
In its 2025 messaging to advertisers, Meta has put “creative diversification” at the centre of its advice, moving the focus away from narrow targeting.
Why creative now does the targeting
When you run broad targeting, Meta’s system works out who should see your ad largely from the ad itself: the product, the people in it, the message and the format. A video of a young professional using your product reaches different people than a carousel of product close-ups with prices.
If all your ads look the same, Meta has fewer ways to find different buyers. Near-identical creatives compete with each other instead of opening new audiences.
What real variety looks like
- Different angles: problem/solution, social proof, price/value, before/after, gifting, founder story.
- Different formats: short video, UGC-style selfie video, static image, carousel, catalog ads.
- Different people: ages, genders and lifestyles that match your real customer groups.
- Different languages and tones: English, Roman Urdu, Urdu voice-over; premium vs playful.
A simple structure
- One main Advantage+ Shopping or broad sales campaign.
- Load it with 10–20 genuinely different ads, built around 4–6 angles.
- Add 3–5 new ads every week. Turn off ads that have spent enough without results.
- Keep a separate small campaign for testing new concepts if your budget allows.
- Judge success on orders and ROAS from your store, not just Meta’s reports.
What this means for your budget
For most Pakistani brands, the limit on growth is no longer targeting skill. It’s how much varied, good creative you can produce. Budget for regular shoots, creator content and editing the same way you budget for media.
PeachTag Team
Led by Zain Ismail, 11+ years in performance marketing. Need help with this? Talk to us.
