wangzhenyang
Newbie
- Nov 5, 2025
- 3
- 0
There used to be a set of “old methods” for running Facebook ads:
3:2:2 structure, 3–5 creatives per ad set, layered interest audiences...
All of these are outdated now. Like me, many advertisers saw accounts that performed well for 3–4 years suddenly “plummet.”
Here's the post-Andromeda advertising strategy I've developed to help you keep delivering results in Q4 and beyond.
Overall Structure: Use only 3 ad campaigns
Cold Start Prospecting (Find Creatives)
Goal: Discover new ad creatives.
Setup: 1 campaign, CBO enabled, broad targeting (no interests).
Starting budget: ~$30 daily.
Execution: Upload 5–8 brand-new creatives weekly (different angles, approaches, formats).
Metrics to Monitor: Cost per Acquisition (CPA), Click-Through Rate (CTR), 3–7 day trends.
Execution: Immediately pause underperforming ads. Keep 2–3 top performers running while continuously testing.
Remarketing (Warm Traffic Conversion)
Goal: Recapture users who clicked, watched videos, or visited your site but didn't convert.
Setup: 1 campaign, allocated 20% of total budget.
Audience: Website visitors, cart adders, video viewers (30–90 days).
Creative: Focus on building trust (FAQs, addressing concerns, user reviews, UGC, promotional offers).
Metrics: Low-cost acquisition (CPR), high conversion rate.
Execution: Resolve doubts, showcase proof, re-emphasize offers to drive orders.
Scale Up (Expand Profitability)
Objective: Scale up budgets for “hit ads” validated during cold start.
Setup: Replicate only high-performing ads validated in cold start; no experimentation.
Starting Budget: $100–$200/day (I typically start at $1000/day), increase daily budget by 5–10%. Continue scaling if CPR/ROAS remains stable.
Method: Use “Manual Bidding (Bid Cap)” to control customer acquisition costs when necessary.
Metrics to Monitor: Ensure ROAS and CPA remain within target ranges and stay stable for several days.
Execution: Keep it clean and focused—avoid adding random tests. If a top-performing ad declines, replace it with a new one from the cold start phase.
Summary:
Cold Start: Identify which creatives attract strangers.
Retargeting: Overcome hesitation and convert warm users.
Scale Up: Only amplify ads that have proven successful.
Keep it simple—avoid overcomplicating.
Creativity is the core (Targeting is no longer crucial).
Algorithms evolve, but human psychology remains constant.
Previously reliant on LLA (Lookalike Audiences) and interest packages, now it's all about targeting audiences through the creative itself.
Example: A client offering Half Dome hiking tours
Spent $17,463 on ads over 4 months
Generated $85,267 in revenue (ROAS 4.88)
Filled all available spots instantly.
Proves that with strong creative, budget scaling follows naturally.
How to build an “Advertising Playbook”
Research Who / What / Why
Who: Who is your target audience? (Determines ad copy, landing page language, and tone)
What: What problem do you solve for them?
Why: What is your unique mechanism/method? Why are you the one who can help them achieve their goals?
Angles (Psychological Level)
Examples: Desire-driven, pain point entry, customer stories, addressing objections, creating pause points.
Concepts (Visual Form)
Examples: UGC, stock footage, before-and-after comparisons, static images, reviews, limited-time offers, product scenarios.
Mapping Method: Pair one angle with multiple concepts (A1-C1/C2/C3…). Test only one variable at a time for easy effect tracking.
Copywriting Formula
Headline Formula: Pain point/frustration + Promise/relief + Implication of speed/ease
Video/Body Formula:
Attention-grabbing opener
Pain point/frustration
Flip old assumptions + offer relief
Introduce your method/process
Provide proof/case studies
Clear CTA
Prospecting → Remixing
Test 5–8 new creatives weekly.
Top performers enter scaling campaigns.
Then “remix” hit ads: create multiple minor variations (different clips, covers, angles) to maximize utilization.
Document every modification for faster future optimizations.
Manual Bidding
Why it matters: Automated bidding becomes inefficient in high-competition environments. Manual bidding safeguards profits, controls CPA, and enables more stable scaling.
Bid Cap Concept: If your break-even CPA is $50, setting a $45 bid ensures profitability.
Suitable scenarios:
- 3+ validated creative assets
- Clear data with known CPA
- Need for rapid scaling
- Not suitable for new ads or data-deficient campaigns
Actionable Steps:
1. Calculate break-even CPA
2. Set bid 5–15% below account CPR
3. Allocate sufficient budget
4. Monitor performance daily
5. Adjust bids daily based on data
6. Scale winning ads
Clear data indicating CPA
Desire for rapid scaling
Not applicable: New ads, no data.
Steps:
Calculate break-even CPA
Set bids 5–15% below account CPR
Allocate sufficient budget (at least 10–20x the bid amount)
Gradually increase bids if volume is insufficient
Common mistakes:
Bids set too low, ads not serving
Budget increased too rapidly
Incorrectly calculating break-even points
Relying on bid adjustments to compensate for poor creative quality
Summary
Keep structure simple: Cold Start → Retargeting → Scaling
Creative is core: Creative = Positioning
Continuous testing: 5–8 new ads weekly
Scaling requires discipline: Scale only proven high-performing creatives with stable manual bid control
This approach ensures ad consistency and predictability post-Andromeda.
3:2:2 structure, 3–5 creatives per ad set, layered interest audiences...
All of these are outdated now. Like me, many advertisers saw accounts that performed well for 3–4 years suddenly “plummet.”
Here's the post-Andromeda advertising strategy I've developed to help you keep delivering results in Q4 and beyond.
Overall Structure: Use only 3 ad campaigns
Cold Start Prospecting (Find Creatives)
Goal: Discover new ad creatives.
Setup: 1 campaign, CBO enabled, broad targeting (no interests).
Starting budget: ~$30 daily.
Execution: Upload 5–8 brand-new creatives weekly (different angles, approaches, formats).
Metrics to Monitor: Cost per Acquisition (CPA), Click-Through Rate (CTR), 3–7 day trends.
Execution: Immediately pause underperforming ads. Keep 2–3 top performers running while continuously testing.
Remarketing (Warm Traffic Conversion)
Goal: Recapture users who clicked, watched videos, or visited your site but didn't convert.
Setup: 1 campaign, allocated 20% of total budget.
Audience: Website visitors, cart adders, video viewers (30–90 days).
Creative: Focus on building trust (FAQs, addressing concerns, user reviews, UGC, promotional offers).
Metrics: Low-cost acquisition (CPR), high conversion rate.
Execution: Resolve doubts, showcase proof, re-emphasize offers to drive orders.
Scale Up (Expand Profitability)
Objective: Scale up budgets for “hit ads” validated during cold start.
Setup: Replicate only high-performing ads validated in cold start; no experimentation.
Starting Budget: $100–$200/day (I typically start at $1000/day), increase daily budget by 5–10%. Continue scaling if CPR/ROAS remains stable.
Method: Use “Manual Bidding (Bid Cap)” to control customer acquisition costs when necessary.
Metrics to Monitor: Ensure ROAS and CPA remain within target ranges and stay stable for several days.
Execution: Keep it clean and focused—avoid adding random tests. If a top-performing ad declines, replace it with a new one from the cold start phase.
Summary:
Cold Start: Identify which creatives attract strangers.
Retargeting: Overcome hesitation and convert warm users.
Scale Up: Only amplify ads that have proven successful.
Keep it simple—avoid overcomplicating.
Creativity is the core (Targeting is no longer crucial).
Algorithms evolve, but human psychology remains constant.
Previously reliant on LLA (Lookalike Audiences) and interest packages, now it's all about targeting audiences through the creative itself.
Example: A client offering Half Dome hiking tours
Spent $17,463 on ads over 4 months
Generated $85,267 in revenue (ROAS 4.88)
Filled all available spots instantly.
Proves that with strong creative, budget scaling follows naturally.
How to build an “Advertising Playbook”
Research Who / What / Why
Who: Who is your target audience? (Determines ad copy, landing page language, and tone)
What: What problem do you solve for them?
Why: What is your unique mechanism/method? Why are you the one who can help them achieve their goals?
Angles (Psychological Level)
Examples: Desire-driven, pain point entry, customer stories, addressing objections, creating pause points.
Concepts (Visual Form)
Examples: UGC, stock footage, before-and-after comparisons, static images, reviews, limited-time offers, product scenarios.
Mapping Method: Pair one angle with multiple concepts (A1-C1/C2/C3…). Test only one variable at a time for easy effect tracking.
Copywriting Formula
Headline Formula: Pain point/frustration + Promise/relief + Implication of speed/ease
Video/Body Formula:
Attention-grabbing opener
Pain point/frustration
Flip old assumptions + offer relief
Introduce your method/process
Provide proof/case studies
Clear CTA
Prospecting → Remixing
Test 5–8 new creatives weekly.
Top performers enter scaling campaigns.
Then “remix” hit ads: create multiple minor variations (different clips, covers, angles) to maximize utilization.
Document every modification for faster future optimizations.
Manual Bidding
Why it matters: Automated bidding becomes inefficient in high-competition environments. Manual bidding safeguards profits, controls CPA, and enables more stable scaling.
Bid Cap Concept: If your break-even CPA is $50, setting a $45 bid ensures profitability.
Suitable scenarios:
- 3+ validated creative assets
- Clear data with known CPA
- Need for rapid scaling
- Not suitable for new ads or data-deficient campaigns
Actionable Steps:
1. Calculate break-even CPA
2. Set bid 5–15% below account CPR
3. Allocate sufficient budget
4. Monitor performance daily
5. Adjust bids daily based on data
6. Scale winning ads
Clear data indicating CPA
Desire for rapid scaling
Not applicable: New ads, no data.
Steps:
Calculate break-even CPA
Set bids 5–15% below account CPR
Allocate sufficient budget (at least 10–20x the bid amount)
Gradually increase bids if volume is insufficient
Common mistakes:
Bids set too low, ads not serving
Budget increased too rapidly
Incorrectly calculating break-even points
Relying on bid adjustments to compensate for poor creative quality
Summary
Keep structure simple: Cold Start → Retargeting → Scaling
Creative is core: Creative = Positioning
Continuous testing: 5–8 new ads weekly
Scaling requires discipline: Scale only proven high-performing creatives with stable manual bid control
This approach ensures ad consistency and predictability post-Andromeda.
