The New Reality: Turning Ads Off Is Old Thinking.

Most advertisers still judge ads individually. They switch off anything with a high CPL, low CTR, or slow start. But Meta Andromeda doesn’t optimise at the ad level. It optimises at the ecosystem level.

It looks at:

• viewer patterns
• cross-creative interactions
• multi-touch pathways
• conversion pockets across the entire platform

This is why the rule has changed.

Under Andromeda, you don’t turn ads off.
You let the system work.

The One Campaign, One Ad Set Framework (The Foundation)

For prospecting campaigns, the structure is simple and powerful:

• One campaign
• One ad set
• Exclude existing customers when needed
• Place ALL creatives inside that ad set — TOF, MOF, BOF, everything

This gives the algorithm maximum signal density and removes fragmentation.

Within this structure, every creative serves a purpose, even the ones that appear to be low performers.

Why Low-Volume or "Underperforming" Creatives Should Stay On:

1. Some creatives activate later — once top performers have been fully exploited

Your strongest ads dominate delivery first.

But once those audiences are saturated, Meta naturally shifts to other creative variations to open new pockets.

Those quieter creatives can suddenly become:

• cost-efficient
• contextually relevant
• appealing to secondary audience clusters

Turning them off removes the system’s ability to pivot into fresh demand.

2. Many users see a supporting creative first — but convert after seeing another

This is the most misunderstood part of Andromeda:

Not every ad is meant to convert.
Some ads introduce, prime, or warm the user.

A user may:

• scroll past a supporting creative
• register the concept
• recognise your brand later
• convert from a different ad

Meta attributes to last click, but humans behave through multiple touches.

When you remove these supporting creatives, overall efficiency often drops because you break the journey that makes the conversion possible.

So When Do You Actually Turn an Ad Off?

There is only one genuine reason:

When you’ve reached Meta’s limit of 50 ads in an ad set.

At that point:

• look for creatives with the least delivery
• remove the ones Meta has clearly deprioritised
• keep everything the system actively tests or uses

Meta’s lack of spend on a creative is already the system saying:

“This variation isn’t needed right now.”

Everything else stays.

Why This Works (The Andromeda Effect)

Most advertisers think success comes from killing “bad” ads.

In reality?

Success comes from giving Meta enough creative diversity to find the pockets you can’t see.

You don’t turn ads off. You let the system work, and you kill only when you run out of room.

That’s how you scale under Andromeda.