Meta Andromeda Campaign Structure

Best practices (that don’t feel like over-engineering)

So Meta’s rolling out Andromeda – basically a smarter, more automated campaign structure that leans heavily into machine learning, signal aggregation, and letting the system do more of the heavy lifting.
Cool.
But it also means this:
Your structure matters way less than it used to.
And the right structure is usually the simple one.
Here’s how I think about building Andromeda campaigns in a clean, scalable way – without turning your ad account into a tangled mess of experiments you can’t explain later.

First – what Andromeda is actually trying to do

Meta wants:

• fewer campaigns
• cleaner signals
• broader targeting
• more time for the algorithm to learn
• less “I split-tested myself into oblivion” energy
  In exchange, you get:
• more stable performance
• better learning phases
• less manual tinkering
• more time to focus on messaging + creative
  So the structure is no longer about micromanaging.
  It’s about setting Meta up to succeed, then feeding it great inputs.

My go-to structure (simple works)

Campaign Level

Keep things tidy.

• 1 campaign per objective
• Don’t duplicate unless there is a real reason
• Budget at campaign level works great for testing
  Examples:
• Lead gen → 1 campaign
• Website conversions → 1 campaign
• Retargeting → its own campaign

What counts as a “real reason” to duplicate?

Only when the data and learning systems should not be blended.
For example:
– Different geographies that behave differently
– Different funnel stages
– Different optimisation outcomes
– Different offers
– Legal or brand separation

Ad Set Level

Think logic buckets. Not tiny micro-segments.
I usually run:
– One primary prospecting ad set (broad, minimal exclusions)
– One secondary audience (interest stack or LAL)
That’s usually enough.

Ad Level

This is where the magic actually happens.
And with Andromeda, this is even more true.

Creative and copy now play a major role in guiding who your ads are shown to – sometimes more than the targeting parameters themselves.

Meaning: your hooks, visuals, language, and story all help the system understand who is likely to respond.
So your targeting strategy = your creative strategy.

Think in stories, not assets

Structured storytelling > random variations.

Examples:

• “Social proof or transformation”
• “Pain → solution”
• “Here’s how it works”
• “Founder teaching vibe”

And you can take this deeper – aligning stories to motivations.

Use it to guide messaging direction.

Busy family upgrading

Benefit: thoughtfully designed layouts for everyday living
Theme: practical design for real life
Visual style: static image (warm, homely, real)

Entertainers

Benefit: premium finishes and layout designed for hosting
Theme: luxury kitchen inspiration
Visual style: carousel (depth + atmosphere)

Conscious renovator

Benefit: transparent pricing and value-led design
Theme: trust + clarity
Visual style: video (calm education + comparison)
So instead of random creative uploads, you’re running intentional themed storytelling streams.

Creative Angles

Angles are the inputs. Meta learns from angles. Formats are how you package them.

Select 2-3 angles below that’s most relevant to you, and test them.

Retargeting – still important (just cleaner)

Retargeting works best when:

• the window is fresh, max 90 days, no need to segment into different time periods.
• the message matches intent
• the tone is friendly not desperate
  Examples:
  – Viewed website → “Still thinking? Here’s what people love about us.”
  – High-intent users → “Here’s what happens next.”
  Curiosity > pressure.

Budgets – keep them simple

A few things that help performance:
– Avoid spreading budget too thin
– Let campaigns stabilise before panicking
– Check 7-day trends, not just today
If you change things every 24 hours, you’re basically resetting your progress every 24 hours.

Naming conventions (boring but sanity-saving)

I like:
C: Objective – Country – Prospecting or Retargeting
AS: Broad or Retargeting-30d etc
AD: Angle – Format – Hook
Clarity makes optimisation easier.

What NOT to do (if you want results faster)

– 15 campaigns for the same offer
– Over-segmented audiences
– 1 creative per ad set
– Changing budgets daily
– Panic pausing during learning
Let the system learn. Then make calm tweaks.

So the real “best practice”?

It’s this:
– Get the structure out of the way
– So the creative + offer can shine

Because Meta is pretty smart now.
But it still can’t fix a weak message.
Or a confusing website.
Or an offer nobody wants.
Structure supports performance.
It doesn’t create it.