Unlocking Performance Through Simplicity

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Insights from the account highlighted an opportunity to realign the structure with Meta’s Andromeda update, which places greater emphasis on signal consolidation, simplified campaign structure and creative scale. With multiple campaigns and layered audience strategies in place, there was clear scope to reduce fragmentation and feed stronger, clearer signals into Meta’s optimisation engine.

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Creative performance insights echoed a key takeaway from the Andromeda update, results are increasingly driven by creative quality and volume rather than granular audience targeting. Audiences consistently responded more positively to clear, concept-led messaging, supporting a shift away from complex segmentation and towards broader delivery powered by Meta’s AI.

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As Andromeda continues to prioritise simplicity, scale and creative-led learning, this presented a timely opportunity to consolidate campaigns and allow Meta’s algorithm to optimise more effectively based on performance signals.

Our Approach

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Ayko restructured the account into a streamlined framework built around creative performance and clarity:

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  • Consolidated activity into a Concept-Driven ABO Testing campaign and a Core CBO Scaling Campaign, with high-performing ads systematically moved from the testing into the scaling campaign
  • Moved away from audience stacking and layered remarketing to reduce overlap and inefficiency

  • Focused each ad set on a single, clearly defined creative idea, testing three to five variations per concept
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  • ‍Introduced structured, rule-based creative testing, launching four to six new concepts each week and evaluating performance over a seven-day window

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All optimisation decisions were fully data-led, with underperforming ads paused or capped based on clearly defined performance rules rather than subjective judgement.

The Results

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The impact was immediate. Within the first four weeks of implementation:

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  • CPA decreased by 25.1%
  • Purchase volume increased by 25.3%
  • ROAS improved by 48.2%

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Clear creative concepts drove the majority of conversions, while Meta allocated spend efficiently across high-performing ad sets without the need for ongoing manual intervention.

Why It Worked

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This project reinforced a simple truth. Strong account structure combined with disciplined creative testing consistently outperforms complex targeting strategies.

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By adapting quickly to platform changes and leaning into creative-led performance, Ayko delivered a repeatable and scalable Paid Social framework that Direct Vacuums can now confidently apply across additional product lines.