Why your ads aren't working anymore

Hey Founder,

Meta Ad performance feeling flat lately? This could be why.

Over the past few months, we’ve seen a subtle but important shift in Meta ad performance across the accounts we manage and coach.

It’s not just about what you say anymore. It’s how different your ad looks.

Meta’s systems have become more aggressive in how they detect and penalise creative “sameness.” Even small variations, like tweaking the copy or switching up the CTA, aren’t cutting it anymore.

Here’s what we’re seeing inside real accounts:

• If two ads open with the same creator in the same setting, Meta treats them as the same ad

• Swapping out a sentence or headline? Still flagged as duplicate

• Visual similarity now outweighs message variation

• The result? Faster fatigue, higher costs, less reach

This is especially true under the Andromeda update, which continues to reward volume and variation — but is now more ruthless about what counts as “different.”

So what’s working now?

Persona-based ads.

Creative built around different demographics, psychographics, and buying motivators consistently performs better and lasts longer.

Why? Because they’re not just cosmetic variations, they’re strategically designed to resonate with different types of people. And that’s what Meta wants more of.

What we’ve changed in our own approach:

✅ Bigger swings after a winner emerges
Instead of making micro-edits to a top ad, we’re changing scenes, locations, and setups to escape similarity penalties.

✅ Change the hook, change the audience
The first 3 seconds now define whether Meta sees an ad as new. A new video hook = a new chance to find a new buyer.

✅ Refresh winners with new b-roll
If a format worked before, it can work again but only if the visual delivery changes.

✅ Layer persona insights into briefs
We’re now briefing creative around customer mindsets, not just product features. What motivates a 24-year-old impulse buyer is very different from a 44-year-old skeptic.

If your ads are slowing down, this might be why.

It’s not that they’re bad, it’s that they all look the same in Meta’s eyes and you are being penalised.

More variation. More angles. More distinct hooks. That’s the game now.

Need help building out persona-driven creative that actually converts?
We do this every week inside Ecomm Rockets.

👉 Book a quick call to find out if you’re a fit: 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