Podcast Summary: Facebook Ad Algorithm Changes for 2026 – What Marketers Need to Know

Social Media Marketing Podcast
Host: Michael Stelzner
Guest: Tara Zerker, Facebook Ads Strategist
Release Date: December 18, 2025

Episode Overview

This episode dives deep into the transformational changes ushered in by Meta’s (Facebook and Instagram) new ad algorithm, “Andromeda”, and previews further advances coming with the “GEM” model in 2026. Host Michael Stelzner interviews Facebook ads strategist Tara Zerker to discuss how these algorithm shifts fundamentally alter targeting, creative, ad strategies, and what marketers must do to future-proof their ad success.

Key Discussion Points & Insights

1. Why Marketers Need to Pay Attention

• Ad Underperformance: Many advertisers are seeing declining results and rising costs, often feeling their ads are “wasting money,” mainly due to not adapting to the new algorithm.
  (03:15, Tara Zerker)
• Opportunities for Early Adopters: Marketers who adapt stand to benefit from improved cost per result, better ad performance, and long-term success on the platform.
  (03:15, Tara Zerker)

2. The Andromeda Algorithm: What Changed

• Full AI-Controlled Targeting:

  • Previously, marketers specified detailed targeting; now, Meta’s AI takes full control and matches users with ad creative based on inferred intent and behavior patterns.
    (04:25–05:30)

• Customization Similar to Netflix’s Content Algorithm:

  • Just as Netflix predicts what you’ll watch next, Andromeda predicts what kind of ads you need to see based on actions like vacation bookings or previous purchases.
    (05:30–09:59)

  “This is a huge update and it redefines how we think about ads, how we think about strategy, and especially how we go about doing our ad creative.”
  — Tara Zerker (05:58)

3. The Rollout Timeline

• Announced on Meta’s Engineering Blog at the end of 2024;
• Global Rollout Completed by October 2025 — mandatory for all advertisers, no going back to the old system.
  (06:43–07:16)

4. Who Benefits (and Who Doesn’t) from the New Algorithm

• Best For:

  • E-commerce
  • Digital courses
  • Broader targeting categories

• Where Manual Targeting Still Necessary:

  • Local, brick-and-mortar businesses
  • Highly regulated or ultra-niche targeting
    (11:11–13:14)

  “We just say just go to town... and Meta does it better than we could ever do at this point.”
  — Tara Zerker (13:19)

5. Warming Up the Algorithm & Feeding It Signals

• How It Learns:

  • Use the “Advantage Plus” toolkit and placements, give the system time and budget to learn.
  • “For some people ... a few hundred dollars. For others ... $10,000–$15,000 before the algorithm really sings.”
    (14:34–16:03)

• Recommended Approach:

  • Start small (e.g. 10–20% of your budget), split test across old and new setups, be patient.

6. The Role of Creative in 2026

• Creative Diversity is Critical:

  • Andromeda punishes campaigns with only minor creative tweaks (e.g. same image, new headline).
  • Meta rewards diversity: different images, videos, GIFs, angles, copy lengths, formats (static, carousel, meme, text-only, etc.).
    (17:00–20:03, 20:03–23:26)

  “Creative is the heart and soul of wasted money right now on Meta.”
  — Tara Zerker (17:00)

• Emergence of Carousels & Static Imagery:

  • Despite video’s rise, 60–70% of conversions still come from static images; carousels are making a comeback.
    (20:03–23:26)

7. AI & Automation for Creative Production

• AI-Generated Ad Assets:

  • Platforms such as Gemini, Canva, and Meta’s own tools facilitate rapid, high-quality creative iteration.
  • Example: Instantly adding logos to lifestyle shots, animating products, and more with generative AI.
    (25:31–27:51)

  “Meta is not only hoping you’ll do that, they’re encouraging you with their own AI tools on platform.”
  — Tara Zerker (26:51)

8. Case Study: Creative Refresh Opens the Floodgates

• Karina Gardner Example:
  • Swapped stagnant creative for a new batch (carousels, images, AI-generated content)
  • Cost per conversion dropped from $86 to $13.87 overnight
    (27:54–30:22)

9. Tara’s Recipe: The Dynamic Creative Protocol (DCP)

• Setup:
  • Use “Dynamic Creative” (ad set, for leads) or “Flexible Creative” (ad level, for sales)
  • Max out images, videos, GIFs — aim for 50:50 split if possible
  • Two variations of primary text (short & medium length)
  • Two top-performing headlines
  • Appropriate call to action (CTA)
• Use Meta’s Generative AI to produce varied versions, but always review for brand compliance
• Meta will test combinations, but spend won’t be distributed equally; Meta will predict likely winners
  (30:25–35:14)

10. Creative Refresh Frequency

• General Guidance:
  • For small accounts ($2k/month): refresh monthly
  • For large accounts: refresh weekly
• Upcoming Metrics: Meta to introduce tracking for “creative fatigue”, “creative similarity”, and top creative themes (e.g. humor, social proof)
  (36:33–38:47)

11. Placements: Set and Forget

• No Need to Micromanage:
  • Let Meta handle image and video sizing, placement, cropping, and serving across platform inventory (Instagram, Reels, Stories, etc.)
  • Limiting placements restricts performance; don’t try to “game” the system
    (38:58–40:28)

12. The Future: GEM (Generative Ads Recommendation Model)

• Next Evolution:

  • “Super brain” algorithm — uploads a single asset, sets your budget, AI handles the rest: creative, animation, copy, placement
  • Marketer’s primary value shifts to “post-click”: landing page, customer journey, conversion optimization
    (40:39–44:14)

  “Meta wants us...really focusing on what happens after the click. It wants that. It’s going to reward whatever happens after the click...”
  — Tara Zerker (42:03)

• Early Results:

  • Layering algorithm updates in beta testing led to 5% lift in Instagram ad conversion, 3% in Facebook — which doubled within 3 months
    (44:14)

Notable Quotes & Memorable Moments

• On Adapting to Change:

  “Between Google and Meta, these are the two largest advertising platforms... And so you really, really want to know and kind of keep yourself updated on what’s going on and how you need to adjust and shift to these newest algorithm updates...”
  — Tara Zerker (03:15)

• On Giving Up Control:

  “You lose control over that. So if you see an ad floating around that has...one of your headlines that’s put on top of an image, you don't get to control that. Right? So give up the control. Let the algorithm just kind of do its thing. It’s good.”
  — Tara Zerker (35:20)

Timestamps for Key Segments

• [02:24] Tara introduction & episode purpose
• [04:25] Major algorithm shift: targeting, AI, and Andromeda explained
• [11:11] When to use broad vs. manual targeting
• [14:34] How to “train” Andromeda with ad spend and signals
• [17:00] Why creative is now the biggest driver of performance
• [20:03] Types of creative that work in Andromeda
• [25:31] Using AI for creative production—insights and personal anecdotes
• [27:54] Client case study: creative refresh, big results
• [30:25] Dynamic Creative Protocol recipe and setup
• [36:33] How often to refresh creative—rules of thumb
• [38:58] Ad placements: let Meta’s AI handle it
• [40:39] The future: GEM model, what’s coming next—and how to prepare

Takeaways and Action Steps

1. Learn & Use “Advantage Plus” Andromeda features – Give Meta more freedom and patience to find your audience.
2. Prioritize CREATIVE diversity – Build multi-format, multi-angled, cross-buyer journey creative libraries.
3. Uplevel Your AI Skills – Use cutting-edge generative tools to stay ahead.
4. Let Meta Handle Placements – Avoid over-managing or restricting your ad placements.
5. Stay Future-Focused – Watch for the GEM rollout and prep for increasing focus on website/customer journey optimization post-click.
6. Refine Your Strategy Skills – Broad platform changes mean human value will shift to strategy, creative ideation, and conversion optimization.

Where to Find More

• Tara Zerker: successfuladsclub.com | Instagram: @tarazerker
• Social Media Marketing World 2026: socialmediamarketingworld.info
• Full show notes: socialmediaexaminer.com/episode697

Essential Listening For Marketers Who Want to Win on Meta in 2026 and Beyond!