Creative volume (more ad variants) drives Meta performance; optimal testing budgets have dropped from ~20% to under 3% of total spend.

Meta's Andromeda update eliminated the value of traditional campaign-tinkering media buyers, forcing their entire job to shift to creative strategy.

“Essentially that removed like all the media buyers that were like tinkering campaigns and had strategies of how to do it that went out the door and their whole job had to be creative strategy.”

Posting many ad variations does not damage a brand because underperforming content stays behind the paid wall and never reaches organic audiences.

“It doesn't matter how many times you post because you're not going to damage your brand by posting something that will not perform organically because it's behind the wall anyway.”