When Meta rolled out Andromeda, I saw hundreds of comments like:
“We went from 3x… 6x… even 10x ROAS to barely breaking even.”
Before:
– Pick an audience
– Create ads for that audience
Now:
– The concept finds the audience
– Creative does the targeting

But “creative is the targeting” doesn’t mean “upload random ads and pray.”
It means you need create repeatable concept system.

1️⃣ Think in concepts, not winners
Old Facebook:
👉 Push all spend to the highest ROAS ad
New Facebook:
👉 Let multiple profitable concepts coexist

Example:
Concept A: 10% spend at 5x ROAS
Concept B: 90% spend at 2x ROAS
If your target is 2x, both are wins.

2️⃣ Day-1 setup (keep it stupid simple)
If I were starting from scratch today:
– 1 prospecting CBO campaign
– Campaign budget optimization ON
– Optimize for Purchases (not ATC, not IC)
– All placements ON
– No exclusions on day one

4️⃣ Under $3K p/m spend: separate retention early
Once you start spending:
⚠️ Facebook loves overspending on existing customers.

So we split it early:
– Prospecting = new customers only
– Existing customers = separate campaign
Important: Do NOT use “audience as suggestion”

5️⃣ $3K–$10K: introduce the pack system 📦
This is where most accounts level up.

Every creative launch = new pack (new ad set).
Why?
– No resetting campaign learnings
– No interference with winning ads
Facebook decides which packs earn spend

6️⃣ Graduating winners (how scaling actually works)
Top performers go into a “winners bucket” 🏆
From there:
1️⃣ Graduated into interest groups (to test the interest, not creative)
2️⃣ Graduated into a 100% broad scale campaign

This guarantees more spend behind proven ads

7️⃣ $10K–$30K: where brands get stuck
Two reasons: Mental resistance to higher daily spend and real overspending on engaged audiences
– Watch audience segment reporting
– Maximize net new acquisition

8️⃣ $30K+: control without breaking CBO
At scale, CBO hits a common wall:
One ad set eats all the spend.
Introduce ad set spending minimums for new launches.
– Daily minimum = 1× target CPA
– Let it run for ≤ 7 days

9️⃣ $100K+: stability
Now things get serious.
At this level:
– Cost caps / bid caps matter
– Day-parting & week-parting matter
– Incremental attribution matters

Rule of 10k:
For every $10K/month in spend → upload 1 new ad concept per week
$100K/month = 10 ads/week
$500K/month = 50 ads/week

If you want the full breakdown:
Exact structures
Flowcharts
Step-by-step execution
I put it all into my 22-page M3 guide 👇
Comment “m3” and I will send it to you.