The Huge Meta Update Changing How Property Campaigns Work

Meta has officially overhauled how campaigns run – and it’s a game-changer for property marketers.

Their new campaign system, called Andromeda, shifts the focus from manual targeting to creative-led performance. In short, the way you structure, run, and optimise Meta ads is now completely different.

Here’s what’s changed and why it matters

1. Creative now drives results

The old approach relied on multiple audiences, ad sets, and manual targeting. Under Andromeda, Meta’s AI decides who sees what – your creative does the targeting.

That means performance depends less on your settings, and more on how your ads tell a story. Every creative variation helps Meta learn who’s most likely to convert .

2. Simpler structure, smarter learning

Forget the days of having separate ad sets for investors, downsizers, and first-home buyers.

Now, you’ll run one campaign, one ad set, with up to 15 creatives.

This cleaner structure feeds Meta stronger learning signals, allowing it to shift budget automatically to what’s working best .

3. Broad targeting with automation

Manual targeting is being replaced with broad targeting plus AI optimisation. Meta’s system automatically matches the right creative to the right user – so you get reach, without wasted spend.

Budgets are managed by Campaign Budget Optimisation (CBO), dynamically investing in top performers .

4. Creative refresh is non-negotiable

Performance now depends on constant testing. You’ll need to upload 8–15 unique creatives per campaign, covering angles like lifestyle, design, investment, and location – and refresh them every 3–4 weeks to avoid fatigue .

The rule of thumb: upload, test, refresh, replace, repeat.

5. Reporting priorities are shifting

With less manual control, the key metrics to track are:

Cost per Lead (CPL) – how efficiently you’re acquiring prospects

CTR – a leading indicator of engagement and fatigue

Frequency – to balance exposure

ROI – the ultimate measure of campaign performance

What this means for developers

The update simplifies campaign management but raises the bar for creative strategy.

Developers and marketers who invest in diverse, storytelling-driven content will see stronger results – faster learning, smarter spend, and lower lead costs.

We’ve built a full presentation that breaks down these changes and how to apply them to property marketing campaigns.

👉 Want the Slide Deck? email admin@projectprofile.agency and we’ll send you a copy of our Meta Andromeda Overview deck to help you re-structure your campaigns the right way.