More Ad Variety for Meta's Andromeda, Without the Busywork

In late 2024 Meta wrote about Andromeda, the system that decides which ads are even considered for each person before the final auction. It can weigh far more ads per person than the old system could. In practice, Meta's advice to advertisers since then has been the same: give the system more ads that are actually different from each other, and let it work out who sees which.

For a small business that's a problem. Making ten different ads takes time you don't have. This guide shows how to use AdChat for the slow parts: working out what's different, writing the copy and building the ads.

What "different" means

Ten versions of the same photo with slightly different headlines count as one idea to Meta. Different means different:

• Angle: price, quality, a problem solved, a gift, a story from a customer.
• Format: a product photo, a lifestyle photo, a video, a screenshot of a review.
• Person: the buyer, the person it's for, the founder.
• Opening line: a question, a number, a bold claim.

A good set might be four or five clearly different ads, each with a couple of copy variations. That's better than fifteen near-copies.

Who this is for

Advertisers who run one or two ads per ad set and suspect they're leaving results on the table, or whose results dropped after Meta's changes.

What you need

• AdChat connected to your AI app or the built-in chat.
• Write access for steps 4 and 5. See turn on write access.
• Images at direct links for any new pictures. AdChat can't upload videos, but it can use videos already in your ad account.

Step 1: See how varied your ads are now

Look at the ads in my active ad sets. For each ad set, list the ads and describe each one's angle, format and opening line in a few words. Then tell me which ad sets are running ads that are basically the same idea.

What a good answer looks like: a quick map, for example "Ad set 'Broad US' has 3 ads, all product photos on a white background leading with the price." That tells you where the gaps are.

Step 2: Find what's already working

Which angles and formats have had the lowest cost per result over the last 90 days?

Use this to decide what to keep. Variety doesn't mean dropping your winners.

Step 3: Plan the missing ideas

For the ad set "Broad US", suggest four new ad ideas that are clearly different from what's running. For each, give the angle, the format, what the image should show, and two versions of the primary text and headline.

If an idea needs a photo you don't have, the AI will say so. Make or find those images, host them at a direct link and come back.

Step 4: Build creatives with several text versions

A single creative can carry several primary texts and headlines. Meta then mixes and matches them for different people, which gives you copy variety without more ads.

Upload this image: https://yoursite.com/images/customer-dog.jpg

Then create a creative with it using both primary texts and both headlines for the "customer story" idea, the "Shop Now" button and my usual link and Page. Show it to me before you create it.

Step 5: Add the new ads, paused

Create an ad for each new creative in "Broad US", named by angle, for example "Customer story - photo - v1". Keep them all paused.

Check them in Ads Manager's preview, then turn them on:

Turn on the new ads in "Broad US".

Step 6: Check which ideas Meta picks

After a week or two:

For "Broad US", show me spend, cost per result and how many people each ad reached since the new ones went live.

Meta will put most of the money behind a few ads. That's normal. The ones it ignores are telling you something too. Keep the angles that win, drop the ones that don't spend, and add a fresh idea or two every few weeks.

Common mistakes

• Volume without variety. Ten near-identical ads don't help. Different ideas do.
• Adding everything at once to a small budget. At $20 a day, a handful of strong, different ads is plenty. More ads need more spend before each one gets a fair look.
• Turning off winners to make room. Keep what works and add around it.
• Judging after two days. Give new ads time and spend before you decide.

What to do next

• Fix ads that are slipping with the creative improvement loop.
• Build new versions from your best ad: new ad from your winning ad.
• Find out what's working first: ad creative analysis.

FAQ

How many ads should I have per ad set? Meta doesn't give one number, and it depends on your budget. For most small advertisers, three to six clearly different ads is a sensible place to start.

Can AdChat bulk upload a folder of images? No. AdChat uploads one image per link and doesn't do bulk uploads. You can paste several links in one message and the AI will upload them one after another.

Does AdChat make the images or videos? No. Make them in whatever tool you like, then give AdChat a direct link to each image.

Try it free for 7 days. Create your account and see how varied your ads really are. Questions? Email [email protected].