Pour Moi: Shifting to Meta Andromeda

The Problem

Paid social has had a difficult few years. iOS 14 reshaped targeting and measurement. Costs have climbed as more advertisers compete for the same inventory. And audiences, bombarded with more ads than ever, have become harder to engage.

The standard response has been to add more: more campaigns, more ad sets, more audience segments. But that instinct is increasingly at odds with where the platforms are heading.

Meta is heavily moving toward an AI-first model. Andromeda, its updated ad ranking system, is built to do more of the heavy lifting, but only if you are set up for it. That means fewer audience constraints, more creative variety, and account structures that give the algorithm room to learn rather than boxing it in.

For Pour Moi, a leading UK lingerie and swimwear brand, we decided to stop fighting that shift and lean into it instead. Meta had historically uplifted other channels, that halo effect was gone. 

What We Did

We restructured the account to feed the algorithm and simplified the management of the account.

We leaned into Meta’s Andromeda update and stopped fighting the algorithm with heavy audience targeting. Creative and algorithmic learning became the focus.

Results

The Wider Benefits

The performance numbers don’t tell the whole story. Consolidating the account also gave us:

• Better scalability as spend grows
• Smarter budget distribution with fewer constraints
• No more audience overlap between ad sets
• More time spent on creative, less on audience micro-targeting
• Easier feature testing within a simpler structure
• Broader reach into new audiences

What We’re Waiting on Meta to Fix

• New customer bidding: We can define new customer audiences, but can’t upweight bids toward them. Proper new customer acquisition optimisation isn’t fully there yet.
• The 50-ad cap: Best practice is 20-25 ads per ad set, so a 50-ad limit means you can only do one full creative refresh before you’re building a new ad set or deleting ads. That needs to change.

This is the start of a new approach, one built around AI learning and creative. If you’re interested into developing your own Meta strategy then please get in touch.