October 21, 2025
One of our clients spent $50K on ads before working with us and had zero ROAS. That’s $50K in, nothing out. Within one month, we flipped that. The difference was an ad strategy that actually works.
If your ads aren’t converting even when your content looks great, if an agency handed you dashboards full of data but no sales, or if you were told you just need to spend more money to make it work, this episode of Bringing Simplicity Unfiltered is for you. Judy and Greta break down the three things every winning ad strategy includes, with real client examples, and what Meta’s Andromeda update means for your ads.
If “Andromeda” sounds like a foreign language, don’t worry. You don’t need to know what the word means. It’s an update that rolled out across Meta’s platforms, and it left a lot of media buyers scrambling. Judy and Greta were sitting back saying, “Told you so.”
Andromeda uses AI and modeling to prioritize showing your ads and content to people who engage with it, because Meta found that people who engage are more likely to buy, book a call, or grab your lead magnet. A lot of what Andromeda now rewards, we’ve been building into our campaigns from the beginning.
Visibility builds trust before conversion is even possible. Many media buyers focus only on cost per lead or putting an offer in front of buyers. That’s how someone spends $50K without a return.
This client had about 20,000 followers. You’d think she’d get leads and buyers with $1 in ads. But the algorithm wasn’t showing her content to her audience, and the ads felt like they came out of nowhere. Instead of a natural progression to purchase, it gave people an “ick” feeling, like “Oh, I’m being marketed to.”
Judy compares it to showing up to a big Arizona party-style golf tournament in platform heels. It makes people pause because something doesn’t match. That’s not the kind of scroll-stopping you want. It’s part of why people feel uncomfortable working with marketers.
We told her up front: we’re not aiming for ROAS in month one. This month is going to be a loss. After her terrible experience, it was important to be honest.
We spent the first month exclusively on reach and awareness campaigns. First, we took her best video content from the last three months, chose pieces that would lead up to what we’d eventually sell, and showed them only to her warm audience: Instagram followers and people who’d interacted with her website. Then we let Meta expand to people similar to them, which helped it learn who was engaging and buying.
She was skeptical: “My warm audience is engaged. Good luck, but I don’t think this will result in more views, followers, or sales.” Within 30 days:
That led to more profile button clicks, more ManyChat opt-ins, and more DMs. We weren’t running a single sales campaign, and we got messages every day like “Are you guys seeing this?” By the end of the month, compared with the month before:
We didn’t take credit for those sales on the back end, and there are always other factors. But anyone who says reach ads are a waste of money hasn’t spent enough time running them. We spent less than $1,000 that month, and we had to rebuild her ad account from scratch because the previous agency hadn’t set it up properly.
Most agencies treat reach ads as a sunk cost because they aren’t sexy. Judy compares them to a basketball player practicing dribbling and free throws. They give you the information, and the foundation, that makes your other campaigns work.
Your audience doesn’t consume content the same way, so your ads shouldn’t either. Greta scrolls to the bottom and reads every word of ad copy. Judy skips anything if the image doesn’t appeal to her. You need a mix:
The old approach of creating variety by just changing hooks, headlines, or text overlays doesn’t work anymore. You won’t be rewarded for it the way you used to be.
For a coach with tens of thousands of followers, we ran both static and video ads to a masterclass. The top two ads proved you need both. Even for a campaign under two weeks, we used variety, because people can be targeted 10 to 20 times a day, and that gets old fast. The result:
Remember, Meta is a data platform first. Its updates are about collecting data, and the more ad formats you give it, the better it can push your spend. Winning ad strategies don’t depend on one format.
We have clients we’ve run ads for over a year, consistently seeing anywhere from 5X up to 20X ROAS for this client. That’s taught us a lot about keeping engagement and reach up over time. If someone you follow does the same shtick constantly, you stop watching. The same goes for ads.
Here’s how we rotate:
Even your best ads lose impact if your audience gets bored. The secret is keeping your message consistent while keeping your creative and campaign types fresh.
Three things: reach and awareness campaigns that build visibility and trust, a variety of ad formats (static, text, and short and long video), and long-term rotation of campaigns and creative to avoid ad fatigue.
Yes. In one client’s first month of only reach campaigns (under $1,000 spent), views rose 34%, reach 131%, and interactions 154%, alongside a 111% increase in sales compared with the prior month.
It prioritizes showing ads to people likely to engage, which rewards strategies built on visibility, engagement, and varied creative over ads that only push for a conversion.
Keep reach campaigns running, rotate in new campaign types like podcast promotion and new opt-ins, and use a mix of formats so people aren’t seeing the same ad over and over.
If you’ve been burned by an agency or want ads built for how Meta works now, see our Meta ads services or reach out to us.
Want more? Watch every episode of Bringing Simplicity Unfiltered on our YouTube channel.
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Bringing Simplicity is a full-service marketing and Meta Ads agency helping established online businesses scale proven offers through paid advertising, stronger systems, and smarter strategy.
