SUMMARY

Johannes Tabrizi-Christensen, an e-commerce growth expert, explains adapting Facebook ad campaigns after Meta's Andromeda update, shifting from multiple ad sets with few creatives to single ad sets packed with diverse creatives for optimized scaling.

STATEMENTS

The old campaign structure involves one CBO campaign with multiple ad sets, each containing three creatives, allowing for testing by duplicating winning ad sets and scaling budgets by 20% daily if KPIs remain healthy.
In the retrieval, ranking, and delivery system of Meta Andromeda, ads are scanned daily, ranked based on engagement metrics like CTR and impressions, then delivered to audiences predicted to resonate most with the messaging.
The old approach provides a clear testing environment for small budgets under $300 daily but limits creative diversity and may reset learning phases when adding new ads to ad sets.
The new structure uses one CBO campaign per hero product with a single ad set containing 15 to 40 creatives, enabling Meta's algorithm to pair them effectively with relevant customers.
For accounts spending over $5,000 daily, maintaining performance requires producing at least 20 new creatives weekly to sustain creative diversity and prevent ad fatigue.
Purchases often cluster around one or a few top-performing ads even in diversified setups, but broader creative pools improve overall distribution and performance across personas.
Transition to the new approach around $500 to $1,000 daily spend, starting small with 5-6 creatives and scaling gradually while running old and new structures in parallel for comparison.
Creatives should align with buyer persona funnel stages, from awareness hooks and product showcases to testimonials, urgency discounts, and bottom-of-funnel carousels for retargeting.

IDEAS

Meta's Andromeda update emphasizes feeding the algorithm a large pool of creatives to enhance retrieval and matching, turning ad campaigns into dynamic systems rather than static winners.
Even in diversified new structures, one ad often captures most spend and conversions, revealing the algorithm's preference for proven performers despite efforts to balance distribution.
Small budgets thrive on the old multi-ad-set model because it isolates testing without overwhelming low spend, but scaling demands creative volume that small teams can't sustain.
Uploading audience lists like add-to-carts and purchases allows Meta to automatically segment new, existing, and engaged customers, reducing manual targeting complexity.
Ad fatigue hits faster at high spends, where reaching millions quickly necessitates a "content machine" producing 20+ weekly creatives to rotate winners seamlessly.
Buyer persona funnels transform ads from generic blasts into staged journeys, using hooks for awareness and testimonials for trust-building to guide users toward purchase.
Keeping targeting broad with Advantage+ Shopping, combined with custom audiences, leverages Andromeda's intelligence to avoid over-narrowing and improve delivery efficiency.
Pausing underperformers and swapping in new creatives maintains momentum in single-ad-set campaigns, creating a living portfolio that evolves with audience feedback.
Old structures still yield high ROAS (e.g., 15.5 over 14 days) at moderate scales, proving evolution over revolution in ad strategies for proven accounts.
Investing in quality over quantity in creatives aligns with Andromeda's ranking, where engagement signals like CTR directly influence delivery to high-intent users.
Running parallel old and new campaigns enables real-time KPI comparisons (CPM, CPC, ROAS), allowing data-driven shifts without disrupting profitable momentum.
Hero product-specific campaigns prevent dilution, focusing budget on top sellers like t-shirts versus handbags to maximize relevance and conversion clustering.

INSIGHTS

Diversifying creatives within a single ad set post-Andromeda shifts power to Meta's algorithm, enabling precise audience matching that outperforms siloed testing by adapting to real-time engagement.
Scaling ad spend requires proportional creative output, as low-volume approaches fatigue quickly at high budgets, underscoring the need for systematic content production to sustain growth.
Buyer journey staging in ads mirrors human decision-making, using varied messaging to build awareness and trust, which amplifies conversions beyond mere product promotion.
Budget thresholds dictate structure choice: old models suit early validation under $300 daily, while new ones unlock efficiency above $1,000 by harnessing algorithmic diversity.
Building a portfolio of winners mitigates single-ad dependency, fostering resilience against fatigue and ensuring campaigns evolve with changing audience behaviors.
Parallel testing of structures reveals performance nuances, emphasizing adaptive strategies over rigid adherence to updates for long-term profitability in e-commerce ads.

QUOTES

"Retrieval, they scan a bunch of your ads, millions of ads every day. Ranking, they look at the KPIs, the engagement, how many impressions, the CTR, the click-through rate, all that."
"More creatives equals more chances for Meta to match messages to the audiences. And this doesn't mean for you to just put something together and put it out there. No, actually invest time and effort into making quality creatives."
"If you go for one super ad, you might have a great time for a couple of months and then you're going to see it fatigue. And if you've not invested in finding new winners, your campaign is going to completely die."
"Start small with the old approach for proof of concept add new creatives shift into the CBO funnel once you're starting to spend 500 600 closer to $1,000 per day."
"Please be aware of the messaging in each creative. Is it awareness? Are these hooks poor awareness? Like what are we trying to accomplish?"

HABITS

Scale budgets by 20% daily only when KPIs like ROAS and CTR remain healthy, ensuring controlled growth without destabilizing performance.
Produce at least 20 new creatives weekly for high-spend accounts to maintain diversity and combat ad fatigue in fast-paced delivery.
Upload custom audience lists (e.g., add-to-carts, purchases) regularly to feed Meta's algorithm, enabling automatic segmentation and improved targeting.
Pause underperforming creatives promptly and replace them with new ones to keep the ad pool fresh and aligned with ongoing testing.
Align creative development with buyer funnel stages, dedicating time to craft hooks, showcases, and urgency elements for comprehensive coverage.

FACTS

Meta's Andromeda scans millions of ads daily, ranking them by engagement metrics before delivering to predicted resonant audiences.
Accounts using the old structure achieved ROAS of 15.5 over 14 days with $288 spend yielding $10,500 in value.
A single CBO campaign with 38 ads generated 58 purchases in two days, with 51 from one ad, showing clustering persistence.
For $5,000+ daily spends, campaigns reach millions of people quickly, necessitating rapid creative rotation every 1.5 months.
Transitioning structures around $500-$1,000 daily spend allows parallel testing, with old models still viable below $300.
Uploading lists like newsletters enables Meta to segment customers as new, existing, or engaged without manual intervention.
Hero product campaigns, like those for t-shirts, isolate focus to boost relevance and conversion efficiency across personas.

REFERENCES

Meta's Andromeda update, focusing on retrieval, ranking, and delivery systems for ads.
Advantage+ Shopping Campaigns, utilized for broad targeting in both old and new structures.
Profit on Ads, Johannes's agency for scaling Shopify brands via Meta, Google, TikTok, and email.
Shopify brands, targeted for growth to 6-7 figure monthly revenue through paid ads.

HOW TO APPLY

Begin with the old CBO structure for budgets under $300 daily: Set up one campaign with multiple ad sets, each testing three creatives, and duplicate winners to isolate performance while scaling 20% if KPIs hold.
Transition to the new single-ad-set CBO per hero product at $500-$1,000 daily: Start with $100 budget and 5-6 creatives, naming them by funnel stage (e.g., awareness hooks), then add more as spend grows.
Monitor and compare KPIs across structures: Track CPM, CPC, and ROAS trends in parallel campaigns, pausing underperformers and doubling down on those showing stable or improving metrics over 14 days.
Develop creatives aligned to buyer funnels: Create awareness hooks like fast-cut videos for top-of-funnel, product showcases and testimonials for mid-funnel, and urgency carousels or discounts for bottom-funnel retargeting.
Build and maintain a creative pipeline: For $5,000+ spends, produce 20+ new creatives weekly, uploading audience lists (add-to-carts, purchases) to enable Meta's segmentation, and rotate ads to prevent fatigue.

ONE-SENTENCE TAKEAWAY

Adopt diversified single-ad-set campaigns post-Andromeda to scale e-commerce ads efficiently by fueling Meta's algorithm with quality, persona-aligned creatives.

RECOMMENDATIONS

Prioritize creative quality over volume, investing effort in funnel-staged messaging to boost engagement and Meta's ranking accuracy.
Run old and new structures simultaneously during transition to gather data-driven insights without halting profitable campaigns.
Establish a content production system early, aiming for weekly outputs that match your budget scale to sustain long-term ad performance.
Focus campaigns on hero products only, using broad Advantage+ targeting with custom audiences for optimal algorithmic delivery.
Cultivate a portfolio of multiple winners rather than relying on one ad, rotating them to extend campaign lifespan and mitigate fatigue.

MEMO

In the ever-evolving landscape of digital advertising, Meta's Andromeda update has reshaped how e-commerce brands like those on Shopify approach Facebook campaigns. Johannes Tabrizi-Christensen, founder of Profit on Ads, a firm that has funneled millions in profitable spend for clients scaling to seven-figure revenues, advocates a pivotal shift. Where once marketers relied on campaign budget optimization (CBO) with multiple ad sets—each testing three creatives—the new paradigm calls for a streamlined funnel: one CBO per hero product, housed in a single ad set brimming with 15 to 40 diverse creatives. This structure, Tabrizi-Christensen explains, aligns with Andromeda's core mechanics—retrieval of millions of ads daily, ranking by engagement signals like click-through rates, and targeted delivery to resonant audiences—unlocking more precise matching than fragmented testing ever could.

For smaller budgets under $300 a day, the old model persists as a reliable starter, offering clear isolation for proof-of-concept experiments. Tabrizi-Christensen shares real-account data: a campaign with 163 ad sets spent $5,600 in a day, yielding $13,000 in value at a ROAS of 2.3, its top-of-funnel ads pulling in fresh traffic through duplicated winners. Yet as spends climb toward $1,000 daily, limitations emerge—limited creative diversity risks resetting learning phases and fails to feed Andromeda's hunger for variety. Enter the single-ad-set revolution, where broad Advantage+ targeting combines with uploaded lists of add-to-carts and purchases, letting Meta segment customers autonomously. In one example, 38 live ads drove 58 purchases in two days, though 51 clustered to a single standout, illustrating the algorithm's favoritism even amid diversification.

The key to success lies in relentless creative output, tailored to the buyer's journey. Tabrizi-Christensen urges mapping ads to funnel stages: attention-grabbing hooks for awareness, life-changing testimonials for consideration, and urgency-laden carousels for conversion. For accounts burning $5,000 daily, this means churning out 20-plus new creatives weekly—a "content machine" to combat fatigue after reaching millions. He cautions against over-reliance on a solitary "super ad," which might thrive for months but inevitably wanes, cratering campaigns without backups. Instead, build a portfolio of winners, scaling 20% daily on healthy KPIs while pausing laggards and injecting fresh variants.

Transitioning isn't abrupt; Tabrizi-Christensen recommends parallel runs—nurturing the old alongside the new, comparing metrics like CPM and CPC to guide the pivot. This pragmatic evolution, he notes, suits brands with varied personas, from fashion t-shirts to handbags, ensuring messages land where intent peaks. As Meta's tools advance, the lesson is clear: adaptability trumps tradition, with creative abundance as the currency of scale. For Shopify entrepreneurs feeling stalled, this framework promises not just survival, but exponential growth in a post-Andromeda world.