how to test facebook ads in 2025 (post-andromeda)

Summary: How to Test Facebook Ads in 2025 (Post-Andromeda Update)

This video by Jared Robinson, who runs an agency managing seven-figure ad spends and produces thousands of creatives monthly for direct-to-consumer (DTC) brands, provides a detailed, actionable framework for testing and scaling Facebook ads effectively after the Andromeda algorithm update.

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Key Business Insights & Frameworks

Problem Statement: Increasing ad spend often leads to a sharp drop in Return on Ad Spend (ROAS) due to insufficient creative volume and diversity, a challenge amplified by the Andromeda update.

Case Study Highlight:

• Client stuck at $10,000 monthly ad spend with one dominant creative driving most purchases (~184 purchases, $3,000 spend).
• After implementing the new framework, within one month:
  • Ad spend doubled to ~$20,000+
  • Maintained a strong ROAS (~5x)
  • Developed 2+ additional winning creatives with comparable or better performance (e.g., $9 CPA, ~10 ROAS on a new creative)
  • Increased daily purchases across creatives (from ~15-25 to 30+ per day)

Core Problem: Scaling budgets without increasing creative volume leads to ROAS decline because Facebook’s algorithm requires constant new creative input to optimize spend efficiently.

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Framework for Testing & Scaling Facebook Ads (Post-Andromeda)

1. Week 1: Flood with Creative Diversity

   • Analyze current client creatives and competitor creatives to identify 3-5 different ad angles.
   • Produce multiple creatives per angle, including static ads, UGC (User-Generated Content), testimonials, offer-based ads, and various video formats (e.g., VSSLs).
   • Goal: Maximize creative diversity to give the algorithm multiple “learning” opportunities.

2. Hit Rate Expectation:

   • After 1-2 weeks of testing, expect about a 17-18% hit rate of winning creatives.

3. Ongoing Weekly Process: Two Creative Pipelines

   • Pipeline A: Iterations of existing winning creatives to improve and scale proven concepts.
   • Pipeline B: Testing entirely new concepts and angles to maintain creative diversity and discover new winners.

4. Budget Scaling Strategy:

   • Increase ad spend only after increasing creative volume.
   • Avoid traditional tactics like A/B testing audiences or lookalike targeting on the same creatives; focus entirely on creative volume and diversity instead.
   • This approach prevents ROAS drop-offs during scaling.

5. Creative Lifecycle Management:

   • New creative batches will initially perform slightly above average ROAS, then taper off by week 5-6.
   • Launching new batches weekly ensures fresh creatives replace older ones, sustaining spend and ROAS over time.
   • Some creatives may have longer lifecycles (months or more), but ongoing new creative input is essential.

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Key Metrics & Targets

• ROAS: Maintain or marginally drop ROAS (~5x+) while doubling ad spend.
• CPA: Example given of $9-$11 CPA on new winning creatives.
• Creative Hit Rate: ~17-18% winning creatives per batch.
• Ad Spend Growth: Double monthly spend in 4-6 weeks sustainably with stable ROAS.

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Actionable Recommendations

• Prioritize creative volume and diversity over audience targeting or A/B testing.
• Launch multiple new creative batches weekly, mixing iterations of winners and new angles.
• Monitor creative performance to identify winners and losers quickly and reallocate spend accordingly.
• Use competitor analysis to find new creative angles and fill gaps in your current creative strategy.
• Scale budget only after ensuring sufficient new creative assets are in place to support it.

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Additional Notes

Jared emphasizes that this is a proven agency playbook, not theory, with thousands of creatives produced monthly and millions spent on ads. He offers a landing page with case studies, testimonials, and examples for those interested in outsourcing this process. The video encourages engagement by asking viewers to comment and subscribe.

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Presenter: Jared Robinson, founder of a creative agency specializing in Facebook ads for direct-to-consumer brands.