Introduction
Meta changed how ad delivery starts.
Andromeda sits in the retrieval stage. Retrieval decides which ads even reach the ranking stage. If your ads miss retrieval, your bids and targeting never get a fair shot.
This shift rewards a different setup.
You will win with fewer campaigns, fewer ad sets, stronger conversion signals, and more creative variety.
This post focuses on leads and booked calls.
It also covers Sales, Leads, and Engagement objectives so your clients pick the right tool for the job.
What Andromeda is, in plain English
Meta describes Andromeda as a personalized ads retrieval engine built to improve the retrieval stage for Advantage+ automation.
Retrieval narrows a huge pool of possible ads down to a smaller set.
Then ranking decides which ads deliver.
Practical takeaway for you
Meta will favor accounts that supply clear signals and a deep creative library.
Old tactics like extreme audience slicing and endless ad sets lose leverage.
The new rules for campaign structure
Rule 1. Consolidate your structure
Fragmented accounts learn slowly.
Learning drives delivery.
Do this.
- One core prospecting campaign per objective
- One or two ad sets inside it
- More ads per ad set
Keep separate campaigns only for real business separation.
- Different countries
- Different brands
- Different conversion events with different economics
Rule 2. Pick one primary conversion per campaign
Meta optimizes toward the conversion event you select.
Mixing goals inside one campaign muddies optimization.
Do this.
- One campaign optimized for leads
- One campaign optimized for purchases
- One campaign optimized for engagement
Track secondary events, but do not optimize around five actions at once.
Rule 3. Use broad targeting as the default
After Andromeda, targeting acts like guardrails, not a steering wheel.
Broad targeting gives the system room to find pockets of intent.
Use constraints that protect your business.
- Geography
- Language
- Age limits when required
- Customer exclusions when you need net new growth
Rule 4. Turn on the right automations
Meta’s Advantage+ tools shift budget and delivery toward better opportunities.
Start with these defaults in most accounts.
Advantage+ campaign budget.
Meta states you set one budget at the campaign level and it distributes in real time to the best opportunities across ad sets.
Advantage+ placements.
Meta states Advantage+ placements finds cost effective opportunities across Meta technologies and placements.
Leave manual controls for situations where quality drops.
Then tighten constraints, not audiences.
Rule 5. Build a creative system, not one winner
Andromeda helps Meta process huge creative volume.
Your job is to feed it options that match different motivations.
You need volume and variation.
Variation beats tiny edits.
Build creatives across six angles.
- Problem. Name the pain fast
- Outcome. Show the result
- Proof. Reviews, numbers, credentials
- Process. What happens after the click
- Offer. Credit, bonus, deadline
- Objection. Address the top fear
Minimum creative set for a prospecting ad set.
- 6 concepts
- 3 variations per concept
- 2 formats per concept, video plus static
That yields 36 ads without changing your offer.
Rule 6. Upgrade your signals
Signal quality decides performance in lead gen.
Spam leads poison optimization.
Meta describes the Conversions API as a direct connection between your marketing data and Meta’s optimization systems.
If you send events both browser side and server side, you must deduplicate.
Meta’s developer docs state Pixel eventID must match Conversions API event_id for deduplication.
If your sales close offline, send offline events.
Meta’s developer docs describe Conversions API for offline events as the recommended method for sending offline and physical store events for measurement and optimization.
Rule 7. Separate testing from scaling
Most accounts fail because testing resets performance.
You need two lanes.
Lane A. Testing
- Controlled budget
- Weekly creative rotation
- Broad targeting stays stable
Lane B. Scaling
- Budget goes to proven concepts
- Structure stays tight
- Creative library stays deep, with winners only
The three objectives your clients will choose
Meta’s modern objective set includes Engagement, Leads, and Sales among others.
Here is how to position each one.
1. Leads objective
Use Leads when your client needs form submissions, calls, messages, or appointment requests.
Meta states the Leads objective helps businesses find potential customers.
Best fit for leads and booked calls.
- MedSpa
- Home services
- Legal
- Local B2B
- Nonprofits running volunteer intake
2. Sales objective
Use Sales when your client needs purchases or high intent actions tied to deeper funnel events.
Sales works well for ecommerce.
Sales also works for lead gen when you optimize toward a deeper event you trust, like a qualified lead event or booked appointment event.
Best fit.
- Ecommerce purchases
- High intent funnels where you pass strong signals
- Retargeting where intent already exists
3. Engagement objective
Use Engagement to build warm audiences at low cost.
Engagement does not replace lead campaigns.
Engagement supports lead campaigns through retargeting pools and creative testing.
Best fit.
- Political awareness and persuasion phases
- Nonprofit storytelling
- New brand launches
- Local businesses building trust before heavy selling
Winning structures under $5,000 per month
You need focus at this spend level.
Spread budgets thin and you starve learning.
Default budget allocation for lead driven clients
- 70% Prospecting
- 20% Retargeting
- 10% Testing
If the account is new and pixel data is weak
- 80% Prospecting
- 20% Testing
Start retargeting after traffic builds.
Structure A. Leads objective for calls and bookings
Campaign 1. Prospecting leads
- Objective: Leads
- Budget: Advantage+ campaign budget
- Ad sets: 1 broad ad set, 2 only if you need language separation
- Placements: Advantage+ placements
- Ads: 12 to 20 ads across 6 concepts
Optimization event choices
Pick one primary.
- Website lead
- Call
- Messaging lead
- Appointment request
Lead quality controls
- Add required fields that filter junk
- Add a qualifier question for high spam niches
- Send qualified lead and booked outcomes back via offline events where possible
Campaign 2. Retargeting leads
- Objective: Leads
- Audience: site visitors, engaged users, video viewers
- Exclude: recent leads and recent booked calls
- Ads: proof heavy, objection heavy, direct booking CTA
Structure B. Sales objective for warm lead conversion
Use this when you already have traffic and engagement.
Use it to convert warm users into booked calls.
Campaign 1. Warm sales conversion
- Objective: Sales
- Audience: warm pools only
- 30 day site visitors
- 30 day engaged users
- 50% video viewers
Optimization event
Use a deeper event where signal quality is strong.
- Booked appointment
- Qualified lead
- Purchase for ecommerce
This structure often improves lead quality because it trains toward deeper intent.
Structure C. Engagement objective to build your retargeting engine
Use this when the client lacks brand awareness or trust.
Keep it simple.
Campaign 1. Engagement
- Objective: Engagement
- Ad sets: 1 broad ad set
- Ads: 6 to 10 video assets
- Creative focus: story, proof, process
Then retarget engaged users with Leads campaigns.
The tracking stack that wins after Andromeda
Do not skip this.
Signal quality decides who Meta finds.
Step 1. Install Pixel and map events
Meta positions Pixel as a tool to measure, optimize, and build audiences from site activity.
Map events to real outcomes.
- ViewContent
- Lead
- CompleteRegistration
- Purchase
Step 2. Add Conversions API
Meta describes Conversions API as a direct connection between your marketing data and Meta’s optimization systems.
Step 3. Deduplicate events
Meta’s developer docs explain deduplication using Pixel eventID and Conversions API event_id.
Step 4. Send offline outcomes
If your client closes deals in a CRM, send the real outcomes back.
Meta’s offline events docs describe sending offline events for measurement, attribution, and optimization.
For leads and booked calls, send these events.
- Qualified lead
- Booked appointment
- Sale closed
- Revenue value when available
This single change lifts quality because Meta optimizes toward buyers, not form fillers.
Creative playbooks for leads and booked calls
Your creative must do two jobs.
Earn attention.
Pre-qualify the lead.
Use these patterns.
Pattern 1. Offer plus proof
- Hook: one sentence outcome
- Proof: rating, count, result
- Offer: credit, bonus, deadline
- CTA: book now
Pattern 2. Process clarity
People fear friction.
Show the steps.
- Step 1: request
- Step 2: quick call
- Step 3: appointment
- Step 4: result
Pattern 3. Objection removal
Pick one objection per ad.
- Price
- Time
- Trust
- Pain
- Risk
Answer it fast.
Then drive to booking.
Landing page rules for Meta lead quality
Meta will deliver the traffic you earn.
Your page decides who converts.
Do this.
- Match headline to ad hook
- Put one CTA above the fold
- Show proof fast, reviews and outcomes
- Keep forms short
- Add click to call on mobile
- Confirm instantly by text or email
Then fix speed to lead.
Response time drives booked calls more than targeting.
A realistic $3,000 per month example for a local service business
Assumptions
- Budget: $3,000 per month
- Landing page conversion rate: 8%
- Lead to booked call rate: 35%
- Booked call to closed sale rate: 40%
- Profit per sale: $600
Math
- Needed closed sales for profit: 10
- 10 sales need 25 booked calls
- 25 booked calls need about 72 leads
- Target cost per lead: about $41
- Cost per sale: $300
- Gross profit from 10 sales: $6,000
- Gross profit after ad spend: $3,000 before overhead
This model keeps clients grounded.
It also tells you what to fix.
If CPL is high, fix creative and landing page.
If CPL is fine but sales are low, fix intake and follow up.
Your 30 day rebuild plan after Andromeda
Days 1 to 3
- Pick one primary objective per campaign
- Audit Pixel and events
- Add Conversions API
- Confirm deduplication
Days 4 to 10
- Consolidate campaigns and ad sets
- Turn on Advantage+ campaign budget
- Turn on Advantage+ placements
- Build your 6 concept creative portfolio
Days 11 to 20
- Launch testing lane with 8 to 12 new ads
- Hold targeting stable
- Monitor lead quality daily
Days 21 to 30
- Move winners into scaling lane
- Cut losers fast
- Replace losers with new concepts
- Start offline event uploads for qualified and booked outcomes
Call to action
If you want a Meta campaign built for leads and booked calls under a $5,000 monthly budget, book a strategy call on our calendar.
You will leave with a one page campaign map, a creative testing plan, and a tracking checklist tied to your numbers.