Alex Hormozi's Ad Strategy DIED With Meta's Andromeda Update (Here's Why)

SUMMARY

Justin Lalonde, founder of PaidAdvertising.com, dissects how Meta's Andromeda update obsoletes Alex Hormozi's ad playbook, advocating creative diversity, AI scripting, and awareness-level targeting for thriving Meta ads in 2025.

STATEMENTS

• Alex Hormozi's ad assembly process, featured in his $100M Money Models offer, involves generating 50 hooks, 3-5 bodies, and 1-3 CTAs, yielding 150-750 ad variations weekly, which was effective pre-Andromeda but now fails due to lack of meaningful diversity.
• Meta's Andromeda update, introduced before July 2025, shifts the algorithm to distribute impressions across multiple creatives rather than over-relying on a single winning ad, preventing fatigue and requiring a portfolio of diverse winners.
• Pre-Andromeda, Meta pushed 80-90% of spend to outperforming ads, but now the system favors ads with meaningful differences in concept, angle, awareness levels, format, persona targeting, and motivation focus.
• Hormozi's iterative model, which scaled variations from one winning ad by creating numerous hooks and tweaks, no longer works because superficial changes like hook or CTA variations do not qualify as diverse under Andromeda.
• Effective ad creation now demands aligning hooks, bodies, and CTAs with variables like persona, angle, mass market desire, awareness level, and market sophistication, resulting in 3-5 core ads rather than superficial iterations.
• Businesses relying on Hormozi-style volume without diversity, such as e-commerce and info product spaces, experienced sharp performance drops post-Andromeda, as illustrated by a sales coach whose identical ads suddenly failed.
• AI tools like Claude enable rapid generation of diverse scripts by adjusting one variable, such as awareness level, producing entirely new ad structures that cater to different audience segments.
• Tracking creative performance in tools like Google Sheets, including variables such as desire, persona, and awareness level, informs AI-assisted scripting and ensures ongoing adaptation to algorithm changes.
• Post-Andromeda success requires producing 15-20 unique scripts per session, each with 3 hook variations, focusing on big conceptual shifts rather than small tweaks for true creative diversity.
• PaidAdvertising.com's custom AI framework and Ad Engine Inner Circle provide personalized guidance to adapt ads, funnels, and offers to Meta's evolving trends.

IDEAS

• Meta's Andromeda update intentionally fragments ad delivery to avoid over-dependence on single creatives, forcing marketers to build diverse portfolios that mirror varied audience psychographics.
• Hormozi's high-volume, low-variety approach inadvertently created ad fatigue by flooding the system with superficial iterations, which Andromeda now penalizes as non-diverse.
• Awareness levels—unaware, problem-aware, solution-aware, product-aware, most-aware—act as psychological funnels, requiring entirely reframed messaging that AI can generate efficiently.
• Changing just one ad variable, like persona from parents to professionals, multiplies core ad concepts exponentially, turning 5 awareness-level scripts into 10 or more targeted variants.
• AI scripting platforms like Claude, fed with performance data, transform a single hook and body into multiple meaningful versions in seconds, democratizing creative diversity for solo operators.
• Market sophistication stages influence benefit highlighting, where early markets respond to emotional storytelling while mature ones demand proof-heavy, feature-focused narratives.
• Post-update, ad success hinges on "big tweaks" across six variables—concept, angle, awareness, format, persona, motivation—rather than minor edits, revolutionizing production from quantity to quality.
• E-commerce and coaching niches, heavily reliant on Hormozi tactics, face the steepest adaptation curve, as their hook-heavy models ignore deeper audience segmentation.
• Recording 15-20 unique ad bodies in 90 minutes becomes feasible with AI outlines, shifting creative work from exhaustive writing to focused performance capture.
• Internal beta-testing of custom AI software at agencies like PaidAdvertising.com signals a future where algorithm adaptation is automated, reducing human guesswork in ad scaling.

INSIGHTS

• Algorithm evolution like Andromeda compels a paradigm shift from exploiting single winners to cultivating ecosystems of tailored creatives, mirroring natural biodiversity for sustained performance.
• True ad diversity emerges not from volume but from variable-driven alignment, where psychological audience mapping via awareness levels unlocks exponential relevance without proportional effort.
• AI's role in advertising transcends automation, acting as a cognitive amplifier that reframes core messaging instantaneously, bridging the gap between human intuition and data-backed iteration.
• Outdated strategies like Hormozi's reveal the peril of playbook rigidity in dynamic platforms, underscoring that adaptation thrives on fundamental variable mastery over superficial scaling.
• Creative tracking systems, integrated with AI, foster a feedback loop that evolves ads in real-time, transforming past failures into predictive assets for future campaigns.
• The Andromeda era democratizes high-level ad strategy by lowering barriers to diversity, empowering smaller operators to compete through intelligent tool leverage rather than resource intensity.

QUOTES

• "Hermosy's method worked perfectly well when the algorithm was pre andromeata. That is before July of 2025. But everything changed this summer and a lot of people were still playing by the old rules."
• "Meta wants a portfolio of winners... it distributes impressions across multiple creatives each matched to a different slice of the audience. That's why one super ad doesn't carry a whole account anymore."
• "When you make an ad, the hook, the body, and the call to action all should be aligned with the persona, with the awareness level, with the mass market's desire."
• "With AI, this is just much easier now than it's ever been. Like, you can just create so many variations because look, what I'm going to do here is I'm just going to take one of those hooks."
• "Meta favors is not just mindless volume, it's meaningful differences and creative diversity. So if you just make a bunch of very similar ads, it won't work. You have to make a lot of very different ads."

HABITS

• Maintain a Google Sheet to track all creatives, logging variables like desire, persona, benefit, awareness level, hook patterns, sophistication stage, and performance outcomes for ongoing AI training.
• Dedicate 90-minute sessions to record 15-20 unique ad bodies, starting with 3 hook variations per script, to efficiently build diverse creative portfolios.
• Use AI tools like Claude for every ad project by feeding them updated research data, prompting for variable-specific repositioning to generate meaningful script variations rapidly.
• Review ad variables—persona, angle, desire, awareness, sophistication—before scripting any new creative to ensure holistic alignment across hook, body, and CTA.
• Adapt to platform updates by auditing existing ad strategies quarterly, identifying superficial tweaks and replacing them with big-concept shifts for sustained relevance.

FACTS

• PaidAdvertising.com spent over $20 million on Meta ads in the last 12 months, providing real-world data on navigating the Andromeda transition.
• Meta's Andromeda update, effective before July 2025, changed ad distribution to avoid 80-90% spend concentration on single winners, promoting even impression allocation.
• Hormozi's $100M Money Models offer included a "Goated Ads Playbook" outlining 50 hooks, 3-5 bodies, and 1-3 CTAs for weekly ad volume.
• At a 1,500-attendee Elevate event, a Montreal sales coach reported thriving ads suddenly failing post-summer, linked directly to non-diverse, hook-heavy creatives.
• AI-assisted scripting can produce 5 core ad variations (one per awareness level) from a single base script in under a minute, scaling to 15-20 unique bodies per session.

REFERENCES

• Alex Hormozi's "Goated Ads Playbook" from the $100M Money Models offer.
• Claude AI for ad script repositioning and variation generation.
• Google Sheets for tracking creative performance data.

HOW TO APPLY

• Identify core ad variables: Start by listing persona, angle, mass market desire, awareness level, and market sophistication for your target audience to guide all messaging alignment.
• Generate base scripts with AI: Use a tool like Claude to draft a primary ad script, inputting current variables, then prompt for adjustments to create initial diverse versions.
• Adjust one variable at a time: Reposition the script by changing awareness level (e.g., from problem-aware to product-aware), observing how it alters hook, body, and CTA structure for meaningful differences.
• Scale to multiple layers: For each adjusted script, vary additional factors like persona or motivation, aiming for 5-10 core ads, then add 3 hook variations per script to build volume.
• Record and test iteratively: Film the unique bodies in a focused session, launch across Meta, track performance in a spreadsheet, and refine using AI based on data to adapt to Andromeda's diversity requirements.

ONE-SENTENCE TAKEAWAY

Adapt Meta ads post-Andromeda by prioritizing AI-driven creative diversity over volume for sustained performance.

RECOMMENDATIONS

• Shift from hook-heavy iterations to variable-aligned core ads, using AI to generate awareness-level specific scripts for broader audience coverage.
• Integrate performance tracking into every creative process with tools like Google Sheets to inform AI prompts and accelerate adaptation to updates.
• Invest in custom AI frameworks or programs like Ad Engine Inner Circle for personalized audits, ensuring funnels and offers align with evolving algorithms.
• Produce at least 15 unique ad concepts weekly, focusing on big tweaks in persona and motivation to build a resilient portfolio of winners.
• Audit legacy strategies immediately, replacing superficial variations with meaningful diversity to prevent account bleed in e-commerce or coaching niches.

MEMO

In the high-stakes world of digital advertising, where fortunes pivot on algorithm whims, Alex Hormozi's once-revered $100 million ad playbook has met its match. Justin Lalonde, founder of PaidAdvertising.com—a firm that poured over $20 million into Meta platforms last year—unveils the culprit: Meta's Andromeda update, rolled out before July 2025. This shift dismantled the old guard's reliance on singular "super ads," where platforms funneled 80-90% of budgets into a lone performer until it fatigued. Lalonde, speaking from the trenches of e-commerce and coaching campaigns, warns that clinging to Hormozi's formula—churning 150-750 weekly variations through endless hooks and minor tweaks—now invites account hemorrhage.

The update's genius lies in its deliberate fragmentation. Gone is the era of one ad dominating; Andromeda disperses impressions across a "portfolio of winners," each tuned to niche audience slices. Lalonde recounts a telling encounter at the 1,500-person Elevate conference: a Montreal sales coach, long successful with self-managed ads, confessed his summer slump. "Dude, this exactly what we've been doing," the coach admitted upon realizing his hook-saturated creatives screamed uniformity. Meta now demands meaningful diversity—not cosmetic changes like swapping CTAs, but profound shifts in concept, angle, awareness levels, formats, personas, and motivations. For Lalonde, this means aligning every element—hook, body, call-to-action—with psychological funnels: unaware prospects need emotional pulls, while product-aware ones crave proof.

Enter AI as the great equalizer. Lalonde demonstrates with Claude AI, transforming a single script by tweaking one variable, say awareness level from problem-focused to solution-oriented. What emerges isn't a remix but a reinvention: proofs surface earlier, structures realign, catering to distinct buyer journeys. In a brisk 90-minute recording session, he scales to 15-20 unique bodies, each with three hooks, fed by a Google Sheets repository of past wins and flops. This isn't mindless volume; it's strategic multiplicity. Businesses ignoring these fundamentals, Lalonde notes, watch performance tank as Andromeda penalizes sameness, especially in info-product spaces hooked on Hormozi's iterative scaling.

Yet adaptation isn't daunting—it's accelerated. Lalonde's firm betas custom AI software to systematize this, inviting marketers into their Ad Engine Inner Circle for tailored overhauls. As Meta evolves toward 2025, the lesson crystallizes: thrive not by flooding the feed, but by mirroring its complexity. For entrepreneurs nursing ad woes, the path forward demands ditching playbooks for precision—leveraging tools that turn variables into victories, ensuring no single update spells doom. In this Andromeda age, diversity isn't optional; it's the new currency of conquest.