How Meta’s Andromeda Algorithm Works And How it Affects Your Ad Strategy

Launching paid campaigns at scale on Meta Ads is a logistical nightmare. Especially when you’re dealing with multiple ad accounts, fan pages, and audience targeting variations. Doing it manually through Facebook Ads Manager is not just inefficient, it’s guaranteed to burn hours on tedious, repetitive work while increasing the risk of human error. But what if you could launch hundreds of campaigns with hundreds or thousands of ads across multiple ad accounts and fan pages in a matter of minutes? That’s exactly what I did! 👊 Instead of spending 8+ hours manually setting up campaigns, targeting, and uploading ads one by one, I used a simple, well-structured workflow that eliminated launch friction and bottlenecks. In addition to that, what makes this workflow even more efficient is the ability to add dynamic automatic optimization rules. The result? A streamlined mass launch process that not only saved time but also ensured budget-efficient adjustments without constant manual oversight. This guide will walk you through every step of the workflow, from setup to scaling, so you can replicate the process and maximize efficiency in your own campaigns. Pre-launch Preparation Define Campaign Structures and Templates The first step I went through was to define the campaign structure and settings I wanted to use. This way, I could set up campaign targeting templates and get them ready for my launches. Below are the following structures I wanted to test: Campaign Structure 1 Campaign Objective Sales Budget Allocation Campaign Level (CBO) Campaign Optimization Event Purchase Placements Exclusion Audience network, Messenger, Ads Over Reels Number of Ads per Ad Set 1 Ad per Ad Set Number of Ad Sets per Campaign Variable (depending on the quantity of the ads) The goal of this campaign structure was to put Meta’s algorithm to work and find me the best creative for each campaign. Campaign Structure 2 Campaign Objective Sales Budget Allocation Campaign Level (CBO) Campaign Optimization Event Purchase Placements Exclusion Audience network, Messenger, Ads Over Reels Number of Ads per Ad Set 3 Ads per Ad Set Number of Ad Sets per Campaign 2–3 Ad Sets per Campaign The goal of this campaign structure is to test which of the previously tested creatives is going to win over the others, as well as see if it gets more results in a shorter period of time. Now that my structures have been defined, all I had to do was create my campaign templates. To save my campaign targeting settings as templates I used TheOptimizer’s Facebook Launcher. Here’s the step-by-step process of what I did. Step 1: Logged in to my Optimizer account and went to Campaign Creator Step 2: Specified the campaign settings like ad account, running status, special categories (if any), campaign objective, bid strategy and budget. Step 3: Specified Ad Set naming structure,  performance goal, pixel, optimization event, country targeting, beneficiary (if needed), and placement exclusions (where I generally either spend a ton of money or time setting it up). Step 4: Saved the campaign settings as a template for later use. This is what actually helped speed up the process by a lot, saving me the trouble of going through the above steps for each and every campaign. I repeated the above steps a couple more times to define a template for the Finance product special category and the employment special categories resulting in three main campaign templates: CBO Purchase $100 US – Excl. AN-MSG CBO Purchase $100 US Fin – Excl. AN-MSG CBO Purchase $100 US Hous – Excl. AN-MSG Pro Tip:  If needed, you can specify the Facebook and Instagram Fan Pages in the template; however, in my case, I left that intentionally undefined since I was going to test multiple fan pages. Organizing Campaign Names and Creative Tags Since I was going to launch a lot of campaigns in bulk, having a clear campaign naming structure and organization of the creatives using tags was crucial for me to avoid potential bottlenecks. In fact, I wanted to test such a flow to make it easily replicable later on and document it in my launching SOPs. Two were the main things I wanted to be well-organized besides the campaign templates. The campaign names The creative tags Regarding the campaign names, I wanted to be able to easily tell which client/supplier I was promoting on the campaign, the buyer name, which vertical/offer I was promoting on the campaign, as well as the launch date. To make things easier with campaign names, as well as the creative tagging, I created a Google sheet where I could easily generate the names and tags based on my input. Below is a sneak peek of how the sheet looked ⤵️ 📋 Click here to get a copy of the sheet. How this sheet worked was pretty simple. Any campaign marked as “Pending” in the sheet is considered a task for the creative team to generate ad creatives for. Each campaign required 6-12 creatives, testing at least 2-3 different angles and 3-4 distinct designs for testing. With these guidelines in mind, the creative team could easily review campaign links, analyze offers, and create the necessary assets. Once the creatives were ready, all they had to do was go to. Creative Library > Media > Upload New Media. To upload the creatives, they simply had to drag and drop the creatives from the local folder, then tag them during the upload process. Pro Tip:  Unique tags for the creatives were already generated in the Google Sheet automatically, so the team simply needed to copy and paste them during the upload. During the testing phase, this process was handled manually to validate the workflow. Once confirmed, creative uploads to TheOptimizer were automated using their API. Meta Ads Automation for Stop Loss and Scaling Although this step may seem unrelated to mass launching, those familiar with the process know how crucial it is to stop underperforming ad sets and campaigns before they waste too much budget. With nearly 100 campaigns ready to be launched, I needed automation to quickly cut losing campaigns and scale winners—all while continuing to launch new ones in bulk. This ensured minimal wasted ad spend and consistent scaling of profitable campaigns. Here are some of the automatic rules I used in this launch. Stop Loss Automatic Rules Rule 1: Pause Ad Sets at $10 without conversions. Although based on a simple logic, this rule struck a good balance between creative testing and minimizing ad spend waste. Rule 2: Pause Non-Converting Meta Campaigns After a Full Daily Budget of Ad Spend I was looking for campaigns that could generate at least 1 conversion within the first day, or when they’ve spent 100% of their daily budget. The campaign’s budget was already set to 5 to 10 times the average payout or CPA goal for the campaigns. Rule 3: Pause negative ROI campaigns after three full days of running. The goal of this rule was to practically turn off any campaigns that by day three couldn’t reach an ROI higher than -30%. If you look carefully at the rule conditions, you will notice that the rule mimics the behavior of the media buyer. That of checking the campaign performance, each and every single day, and making decisions upon the progress of the campaign. If the campaign didn’t improve and pass the required threshold, then the campaign would get turned off. Automatic Scaling Rules Rule 4: Increase the daily budget by 30% twice a week if ROI is stable. Just like the stop-loss rule that kills the campaign after the third day of running if the ROI isn’t getting better than -30%, this rule does the opposite. If over the last three days, the campaign performance is stable according to the ROI threshold set in the rule, then the rules will increase the daily budget of the campaign by 30% two times a week. It is worth mentioning that when this rule changes the budget. It doesn’t do it at a random hour, instead does the change at the beginning of the day according to the other account time zone so that Meta ads starts the new day with a new budget, knowing well what the budget will be for the rest of the day. Rule 5: Duplicate Winning Campaigns 1x Week by Resetting Their Daily Budget This rule is part of my strategy to scale winning campaigns, not only vertically but horizontally too. While […]

Most media buyers think they need to hustle harder, launch more campaigns manually, and watch Ads Manager all day. But the real pros scale by building smarter systems, not by working more hours. In this guide, we’ll break down how top affiliates structure their Meta lead gen campaigns step by step. From choosing the right networks to launching at scale and automating the entire optimization flow. Pick the Right Affiliate Network Bad networks shave conversions, ghost you and delay payments. You need affiliate networks that pays on time, have high-performing offers, and provide good support when something breaks. Here’s a short list of good networks worth working with: Wisdom Leadnomics Madrivo Leadpier A4D Pro Tip: Applying for an account out of nowhere won’t get your hands on their offers. It’s best you attend shows and meet their reps in person if you want to get access to the best ones. Use an Agency Ad Account New ad accounts on Meta are limited to $50 per day. That makes it hard to test or scale anything properly. Instead, you should opt for agency ad accounts. In exchange of a small fee you get: Higher daily spending limits Fewer account restrictions or bans Access to better support. Set Up Multiple Facebook Fan Pages Meta has a default limit of 250 active ads per page. If you reach that limit, the page may get restricted or go through manual reviews, and you cannot launch more ads. Sometimes compliance checks may trigger at a lower limit, like 200-230 active ads. Here’s why you should have multiple fan pages: Avoid hitting the active ad limits. Reduce the risks if pages get restricted. Test creatives against different pages. Make it harder for others to copy your ads. Research Your Competitors Don’t guess what’s working, look at what’s already being run by other marketers. Use free tools like Facebook Ads Library or paid ones like Adplexity Social (recommended) or Pipiads to better understand what works. Look for: Angles and headlines that keep showing up Funnels that have been live for weeks (they’re probably working) Thank-you pages and follow-up offers Use Proper Tracking Meta’s web-based Pixel alone isn’t that accurate anymore. Ad blockers and browser restrictions get in the way, ruining data accuracy and quality. Instead, use performance-based trackers like ClickFlare to send conversion data to Meta through the Conversion API. Apart from tracking conversions accurately, you’ll be able to: Split-test different landing pages and offers Filter low-quality conversions Track Zip codes for better targeting Better data = better optimization = lower CPAs. Test and Target Properly Meta’s algorithm has become quite efficient when it comes to finding the right ads for the right audience. So instead of spending hundreds if not thousands of dollars testing a small quantity of ads running ABO campaigns, switch to CBO campaigns and test tens or hundreds in one go. Try this: Budget Settings: Campaign level / $200-250/day Conversion Settings: Max Conversions / Leads Location Targeting: Exclude low-performing states Ad Structure: 1 ad per ad set Number of Ads: 50 – 150 different ads Dayparting: Check with the call center hours Setting up campaigns from Meta’s interface might take a few hours. Instead, you can use TheOptimizer’s Meta Campaign Launcher that allows you to upload hundreds of ads and restructure them in just a couple of minutes. See this case study here. Use Automation to Save Time and Money Watching Ads Manager all day long isn’t a strategy and won’t get you far. Instead, you should leverage automation to control spend, scale what’s working, and stop what’s not. Here are some scenarios you should automate and why. 1. Dayparting Campaigns Your campaigns should run only during the time call centers are able to process lead calls. So, instead of running lifetime budget campaigns in order to daypart them, run daily budget campaigns using a dayparting rule like this. This rule will start the campaign every week day at 9am US/Central and pause the campaign at 7pm US/Central. Adjust the schedule according to your offer call center hours. This rule will start the campaign every weekday at 9 am US/Central and pause the campaign at 7 pm US/Central. Adjust the schedule according to your offer call center hours. 2. Pausing Underperforming Ad Sets – Stop Loss When testing hundreds of ads in a CBO campaign with one ad in each ad set, Meta will barely spend on the obvious losers. But it can still burn budget on ads that look good at first with decent engagement but fail to convert. That’s where things go wrong. Use this rule to pause underperforming ads that haven’t converted at 1.5x the average payout. This way you’ll tell Meta that you don’t want ads that generate high CPA leads. 3. Pause Poor Performing Campaigns – Stop Loss If your campaign doesn’t shape up in the first few days or within the first week, it’s better to turn it off rather than keep spending on it. Meta usually takes around 3 to 4 days to reach break-even. Sometimes it might take a few more days, but if you’re more than a week in and none of your creatives are profitable, it’s time to shut it down. Make sure you’re giving the algorithm enough time and data to optimize. Shutting campaigns down too early often leads to wasted spend and no real results. 4. Increase Budgets – Scaling This one is straightforward. Once you have a winning campaign with stable ROI, it is time to increase the budget. But do not overdo it. Each budget increase can cause your CPA to swing for a day or two. The following rule helps you stay consistent and in control when scaling. This rule makes sure you only increase budgets when the campaign has enough conversions and has maintained a stable ROI and CPA over the past few days. That way, you avoid scaling a campaign that is already losing performance. 5. Clone Winning Ad Sets to Other Campaigns – Scaling You should be running two types of campaigns. One for testing new ads and finding winners, and another for scaling and adding those winners to. With a rule like the one below, can constantly feed your scaling campaigns with fresh winners, helping them to stay profitable for longer. As you may notice in most of the automation rules above, we use CPA and ROI based on the tracker’s reported conversions and revenue, not the traffic source’s. This ensures you are optimizing based on accurate data. The main goal of automating these optimization tasks is to save you money and time in your daily routine. That way, you can focus more on creating better creatives and testing new angles, instead of constantly refreshing your screen and checking things manually. In conclusion… Strong creatives help, but they won’t fix a bad campaign setup. Start with a solid offer, use the right ad accounts, get your tracking in place, and automate your most frequent tasks. If you follow this structure, you’ll stop wasting money and start scaling with control. Just like the top affiliate marketers do.

Scaling Meta Ads (Facebook Ads) sounds like a simple thing for most media buyers. Just increase budgets and keep adding new creatives, right? Well, you know that the very moment you touch a profitable campaign, it tanks! The challenge isn’t getting a winning campaign at low scale. It’s keeping winners profitable while you scale them. And when you’re spending serious money, every move counts. In this guide, I’ll break down the exact decisions that make or break your scaling strategy. When to start scaling a campaign and by how much? How do you know it’s the right time to clone? What should you clone: campaigns or ad sets? When does it make sense to clone across multiple ad accounts? After cloning, do you keep duplicating or scaling budgets? Let’s break it all down so you can scale more reliably. When Should I Start Scaling a Campaign and by How Much? Most media buyers either fail to scale a profitable campaign properly or make the mistake of scaling it too early. For example, even though you might be getting a good CPA within the first couple of days of your ad set or campaign running, it doesn’t mean it’s reliable enough to be scaled unless you have collected enough conversion data. According to Meta’s official documentation, ad sets and campaigns need to go through at least a full 7-day learning period and collect a minimum of 50 conversions. However, real-world results show something slightly different. If your campaign generates around 8-10 or more conversions a day consistently, you don’t necessarily need to wait a full week before starting to scale your campaign. Here’s why: . As you can see from the above graph, during the first couple of days, CPAs are fluctuating in the high range, sort of like 2x-5x your CPA goal or even higher. During this period, Meta seems to be testing different audience pools in order to find the best audience able to deliver the highest number of results for the allocated budget. By day 3, the CPA has the tendency to come closer to the desired CPA. By day 4, you might hit your desired goal, which will then continue delivering results at a similar CPA or lower. With these patterns in mind, you should give Meta at least 3-4 days with a consistent amount of generated conversions before starting to scale your campaign or ad set budget. If you do it earlier, or you have generated less than 8 conversions a day, then you’re likely playing russian roulette, and what you scaled might tank the next day. Besides the number of days running and the generated amount of conversions, how much and how often you increase your campaign or ad set budgets is quite important. Years ago, Meta used to recommend increasing the daily budget by not more than 30% at a time. This was the safe mark that helped you scale smoothly without shaking the algorithm’s learnings. These days, Meta’s official documentation is quite vague and refers to extreme budget changes like 10x the current budget without giving any percentage references. However, when looking at hundreds of thousands of campaigns and their scaling dynamics, we can confidently say that the safest approach would be to stay within the 20%-30% range for medium to high CPA campaigns. For lower CPA campaigns, you can also push it to 50% or even 100% budget increases at a time. Just make sure you have enough conversions and you don’t do it way too often. Stop wasting money: Add this stop-loss rule » How Often Should You Change Budgets? Budget change frequency is quite important too! In fact, exaggerated budget changes are counted as “significant edits” for Meta, which leads to resetting the learnings the campaign has collected so far. Too frequent budget changes continuously impact your ad set or campaign learnings, which later might lead to a fluctuating CPA that never settles. Check out the following graph: In this graph, you may notice how the CPA increases every time a budget change is applied to an ad set or campaign. In fact, every time a significant budget change is applied, the CPA tends to increase for 1-2 days, then settle back down to its optimal range. Of course, the CPA is highly influenced by the ad strength and competition, however, it’s important to consider how significant budget changes impact the stability of the ad set or campaign. As such, for more stable campaigns, it’s best to scale your budgets once every two to three days. If your CPA is low enough and you have enough margin, you can also change it more frequently in exchange for a slightly higher CPA, lower margin, but higher net profit. Grow faster: Add this budget scaling rule » When Should I Clone Ad Sets or Campaigns? Another way of scaling campaigns is to clone your best performers multiple times. This not only allows you to have more campaigns using the same winning set of creatives and funnels. It also allows you to reach a much larger audience than you couldn’t have reached through a single campaign with a limited budget. Interestingly enough, when you clone ad sets or campaigns, your likelihood of reaching a different audience pool is pretty high. For this very reason, you might notice an important performance difference between the original ad set or campaign, even after you’ve run the new one past the initial learning period. Getting back to when it’s the right time to clone… once you find a winning ad, ad set, or campaign, it’s best to start scaling it not only vertically (by increasing budgets), but horizontally too (cloning it). In a nutshell, if the ad set or campaign generates 8-10 conversions a day consistently on optimal CPA or ROI and has exited the learning phase by day 5, you are good to go. If it takes longer for the ad set or campaign to exit the learning phase, then give it enough time to collect at least 50 conversions/week on a good CPA or ROI, then go for it. What Should I Clone: Campaigns or Ad Sets? The short answer to this is both. However, there are some nuances and situations when you’d want to clone campaigns over ad sets, ad sets over campaigns, or even just ads from one campaign to another. If you are running CBO (campaign budget optimization) campaigns (currently labeled as Advantage Campaign Budget), it makes more sense to clone campaigns. Cloning ad sets inside such campaigns won’t make much sense unless you plan on changing the audience targeting, since Meta will try to focus the campaign budget on the best-performing ad set. In other words, you won’t be scaling your spend. If you are running ABO (ad set budget optimization) campaigns (meaning you’re setting the budget on the ad set level), it makes sense to clone ad sets within the same campaign. By doing so, you are leveraging campaign-level learnings that have been collected so far and utilizing them on the newly cloned ad sets to exit the learning phase faster and potentially perform very similarly to the original one. On top of it, for ABO you can also clone campaigns, and that will very quickly scale the ad spend multiple times from the current one. Pro tip: When cloning ABO campaigns, make sure you reset your scaled ad set budgets to a reasonable amount, otherwise your newly created campaign and ad sets will start spending on hefty budgets and that might not make much sense. Clone winners: Add this campaign cloning rule » Does it Make Sense to Clone Across Ad Accounts? Most new Meta ad accounts have a default spending limit that progressively increases as you build up some spending history with them. This often may prevent you from scaling winners fast and taking advantage of the momentum to generate more profits. Besides that, depending on the type of campaigns that you’re running or how aggressive your ads are, ad accounts might be at risk of getting restricted from advertising. Both these cases prevent you from scaling or squeezing any potential profits from your winning campaigns. As such, cloning campaigns across multiple ad accounts is the next level of scaling your winning campaigns. This not only allows you to multiply your current scale faster, but also helps you mitigate any potential ad account restrictions that might turn your […]