What’s Changing?

Meta has recently introduced new best practices that streamline how campaign builds and audience targeting should be structured. Moving forward, campaigns should be broken down into three core audience types:

Prospecting – for reaching new customers.
Retargeting – for re-engaging warm audiences.
Scaling – for amplifying what’s already working, utilising using Advantage+, Meta’s AI.

To align with this new framework, we will be rebuilding your Meta ad account structure to adapt to this new update, and ensure your ad account stays up-to-date with Meta’s best practices. Don’t worry – we’re rolling this out progressively across all accounts, especially where we’ve seen a dip in performance from traditional interest-based audiences.

What This Means for You:

- You may see new campaigns and audience rebuilds within your account. This is expected and part of the plan.

During this rebuild, some campaigns will re-enter the Learning Phase, which may cause a temporary fluctuation in performance.
This is a necessary step to position your account for long-term growth and improved results, as we align with Meta’s latest best practices and automation tools.

Our Commitment:

We’re on top of all key platform updates and are implementing changes that ensure your campaigns are optimised for continued success. This transition gives us the opportunity to harness Meta’s algorithm in the most effective way possible — leading to more efficient media spend and better performance in the long run.

If you have any questions or want to chat more about how this affects your campaigns specifically, we’re here for you.