🧠 Meta’s Ad Algorithm Flipped the Script — Are You Behind the Curve?

Hey Founder,

Still splitting your Meta campaigns into Top of Funnel, Middle of Funnel, and Bottom of Funnel? AKA ‘TOF MOF BOF’?

Hate to break it to you — but Meta’s not playing that game anymore.

Their algorithm has been changing for a while, with big changes over the last few months.

So if you’re still running 2020 ad playbooks (or learning from ‘gurus’ who are), you’re not just wasting spend — you’re giving Meta the wrong data to work with.

Let’s break it down 👇

🔄 The Big Shift: Sequence Learning Is In

Meta is no longer optimizing for single-click attribution. It's using sequence learning to analyze behavior across ads, Reels, posts, and profile engagement.

That means:

• Every comment, like, save, or click helps Meta identify buyers

• Your customer journey = a conversation across touchpoints

• This is Meta’s answer to iOS tracking limitations — and it works

🧠 Funnels Still Matter — But Meta Builds Them

You still need TOF/MOF/BOF content. But Meta decides who sees what and when.

Manual retargeting? Often irrelevant now. Meta handles that dynamically.

Your role?
Feed the algorithm with a variety of content — UGC, testimonials, education, offers — and let it run the show.

🧱 Campaign Structure in 2025: Simplify to Scale

Here’s what’s working now:

• Fewer campaigns, fewer ad sets = better results

• Broad audiences — ditch the micro-targeting

• Advantage+ campaigns — Meta rewards them

• Dedicated testing campaigns to feed creative into your main engine

Simplify your structure. Let Meta learn faster.

🎨 Creative Diversity Is Now Essential

Meta’s algo now prioritizes engagement signals over pure conversions.

Here’s how to win:

• Problem-aware? Use pain-based hooks

• Solution-aware? Deliver proof and urgency

• Hot buyers? Push clear offers and social proof

Mix it up: UGC, founder videos, offer ads, before/afters, native statics. The more creative variety, the faster Meta learns.

🌱 Organic + Paid Need to Work Together

Meta links your organic engagement to ad delivery.

Likes, comments, and saves become retargeting signals.
Shares are now Meta’s strongest auction input.

What does this mean?
Post consistently. Engage organically. It’s your unpaid TOF strategy — and it matters.

⚙️ Meta’s AI Creative Tools: Use with Caution

Meta’s pushing AI tools like Advantage+ Creative — and yes, they boost your “opportunity score.”

But here’s the risk: They can rewrite your copy and distort your brand voice.

Use them for variation, not core messaging.
Always preview. Stay on brand.

So - lean into the ad targeting AI, but treat the creative AI a bit of caution, it has some catching up to do!

Found this useful but still have burning questions?

I am here to help! Here is a link to my calendly where you can book a call at a time that works: https://calendly.com/jessiehealy/coffee_with_jessie

x

Jessie