Podcast Summary:

The Difference Maker Revolution Podcast
Episode: Andromeda Unlocked: Mastering Meta Ads the Difference Maker Way
Date: March 2, 2026

Episode Overview

This high-energy and insightful episode brings together all four mentors—Ronan Ryle, Jonathan Ryle, Jeanine McLeod, and Steve Saporito—to discuss Meta’s (Facebook and Instagram's) latest major ad algorithm update, "Andromeda." The panel dissects how this update impacts photography businesses using paid ads, highlights the importance of creative diversity, and underscores essential mindsets and systems needed to convert ad leads into profitable bookings. Through real-world examples, contrarian viewpoints, and actionable advice, listeners learn how to generate more leads, lower booking costs, and future-proof their marketing, regardless of industry shifts.

Key Discussion Points & Insights

1. What Is Andromeda?

• Andromeda is the latest Meta (Facebook and Instagram) advertising algorithm update, implemented last September.

• The Difference Maker approach to ads was already perfectly aligned with this new update, which emphasizes creative diversity in campaigns.

  “The Andromeda algorithm update… we shared the importance of creative diversity in your ads… Some members saw lower cost per potential client, and lower cost per bookings.”
  – Jonathan Ryle (01:14)

2. Meta Ads Still Work – If You Work Them Properly

• Meta ads remain the #1 source of consistent, scalable leads for photographers—if you know their purpose and manage your expectations.

• Don’t expect "set and forget" results; be proactive with follow-up systems and multiple marketing channels.

  “The biggest problem is people don’t have an effing clue what their purpose is and how they work and their expectation is what fails them, not the platform.”
  – Jonathan Ryle (03:44)

• Diversification is crucial: don’t rely on any single source (ads, referrals, SEO, alliances). Use them together for resilience.

  “Relying on one of anything is a terrible strategy… You need multiple forms of attracting potential clients.”
  – Jonathan Ryle (03:29)

3. Mindset and Expectations: The Real Game-Changer

• The panel stresses that your mindset and expectations around advertising matter far more than changes in the platform.

• Persistence is critical: Most leads will not book on the first call; often it takes 5+ attempts.

  “It’s about mindset… Once you have that mindset that yes, I’m probably gonna have to call the same potential client five or six times before they actually pick up—yeah, get over it.”
  – Jonathan Ryle (07:44)

• Many businesses (not only photographers) fail to convert leads because they don’t follow up efficiently or quickly (“speed to lead” is essential).

  “He calls it ‘smoking the dial’…They call their leads every two hours on the first day.”
  – Jonathan Ryle recounting an agency conversation (05:37)

4. Ideal Clients, Targeting & Avatars

• Knowing exactly who you want to attract and serving messaging directly to that profile (your client avatar) is foundational—and even more critical due to overwhelming daily ad noise.

  “Do you truly know what clients you want to serve? …If you don’t know that, there’s no way you’re going to be able to create any type of marketing…that connects with them.”
  – Ronan Ryle (09:17)

• The process of defining your avatar also primes your subconscious to “see” and nurture quality leads more effectively.

  “When you do that work, you’re actually priming yourself…It’s almost like a placebo effect…you believe these leads are higher quality—but you just see what you didn’t before.”
  – Jonathan Ryle (11:36)

• Quality clients are created, not just found—your approach, follow-up, and mindset determine lead quality.

5. Follow-up Systems: The Hidden Goldmine

• Treat every lead as valuable—don’t stop after one or two call attempts. Even “dead” leads can result in bookings months or a year later with proper nurturing and callbacks.

  “She made four bookings in one day all from ‘dead’ leads. When they’re in a nurturing sequence and when they’re ready, they’re probably going to call me. But she called them—and that’s what made the difference.”
  – Steve Saporito, story about a member (14:45)

• Nurturing sequences with calls, emails, videos are essential for long-term lead conversion and business health.

6. Testing, Creative Diversity, and Andromeda’s Demands

• Andromeda rewards marketers who test more ad types, copy, images, and approaches—speaking to various stages of client awareness.

• Having multiple creatives (images, videos, copy) in rotation is more important than ever. Target different avatars even within one campaign.

  “The key, like I said, is creative diversity. In your campaigns, running media that are very different, even speaking to different avatars in the one ad set and campaign is good now…Having a wide range…activity, testing, running a larger volume of ads and creative that are all creatively different is important.”
  – Jonathan Ryle (19:59)

• Andromeda has both simplified and raised the bar: it’s easier for those who know what they're doing, harder for those who don’t.

• Use psychological triggers and pattern interrupts to stop the scroll and engage viewers—not just your prettiest, award-winning photo.

  “Most photographers’ ads…they put up their best, most award-winning photo, have copy that says ‘limited spots, click to book now’—and they get nothing. No S Sherlock, that’s not going to work.”
  – Jonathan Ryle (21:30)

7. Meta Ads’ Strategic Advantage: Consistency and Speed

• Unlike event-based marketing or waiting for referrals, Facebook and Instagram ads provide year-round lead flow and allow rapid campaigns/testing.

  “To me it is the only consistent source for potential clients coming into your studio year round…what’s great about it is you can instantly test something new.”
  – Jeanine McLeod (17:07)

• Fast turnaround enables immediate pivots in marketing strategy.

8. The Broader Impact of Ad Strategy

• The work put into defining your avatar and messaging influences all aspects of your marketing, from websites, blogs, email nurture to partnership outreach and client referrals.

  “Creating our ads, the thought process that goes into them helps all aspects of your business…It’s very circular, all inclusive.”
  – Jeanine McLeod (22:25)

• The panel issues a final, crucial warning: Running ads without actionable follow-up is a waste of time and money.

  “There’s nothing worse than throwing money at Zuckerberger, collecting leads, and you don’t do anything with them…If you’re gonna run your ads on meta, call your fricking leads.”
  – Jeanine McLeod (23:43)

Notable Quotes & Memorable Moments

• On Mindset:
  “Do you want to be in business or do you want to not be in business?”
  – Jonathan Ryle (07:44)

• On Follow-up:
  “You gotta call that lead within the first five minutes if possible. And then…call at least three times in the first two days…he calls it ‘smoking the dial.’”
  – Jonathan Ryle (05:37)

• On Quality Clients:
  “Great clients are made, not found…for some people, the same person can be a terrible client, yet an incredible client for somebody else.”
  – Steve Saporito (12:34)

• On Testing:
  “What I specifically love about Meta is that it’s just so consistent and you can do it fast…you can test so easily, whereas it’s really hard to test in other forms of marketing.”
  – Jeanine McLeod (18:04)

• On the Futility of Passive Marketing:
  “If my product is great enough…that it will sell itself…that’s the greatest load of horse crap ever.”
  – Jonathan Ryle (15:41)

Timestamps for Key Segments

• 00:00 – 01:14: Introduction to Andromeda and Meta ads’ place in photography marketing
• 03:18 – 07:44: Rant on the real reason Meta ads fail—expectations and follow-up
• 09:17 – 11:27: Importance of avatar work and connecting marketing to the client’s desires
• 14:27 – 15:41: Success with “dead” leads and the necessity of persistent follow-up
• 17:07 – 18:04: Studio-owner insights: Consistency and flexibility of Meta ads
• 19:59 – 22:05: Andromeda’s creative demands and error of “pretty picture” ads
• 22:25 – 24:23: The knock-on effects of quality ad strategy across your business

Conclusion & Action Steps

• Meta (Facebook and Instagram) ads remain the most reliable stream of high-quality leads in photography if you have the right expectations and persistent follow-up systems.
• Andromeda raises the importance of creative diversity in campaigns—test widely and speak to multiple avatars/stages of awareness.
• Defining and targeting your ideal client is essential; it sharpens your marketing and primes you for successful follow-up.
• Don’t waste your ad spend: Actively call and nurture every lead. Quality leads and bookings require effort and multiple touchpoints.
• Your work on ads improves your entire marketing ecosystem—embrace the process and let it elevate your whole business.

For further mentorship on mastering Meta ads and business growth, the team encourages listeners to join their Difference Maker Inner Circle.