93. Meta Ads Have Changed: What E-commerce Brands Must Do Now to Maintain ROAS
Meta advertising has changed, and if strategies haven’t evolved alongside it, the impact is noticeable.
In this episode, Chontelle breaks down how Meta’s shift toward AI and automation, driven by what’s known as Andromeda, is changing the way ads perform. For ecommerce brands experiencing inconsistent results, rising costs, or difficulty scaling, this episode explains what’s really happening behind the scenes and what to do instead.
Rather than focusing on outdated tactics like detailed targeting and complex campaign structures, this episode highlights a simpler, more effective approach that aligns with how Meta now optimises performance.
Listeners will learn what Andromeda is in practical terms and why it matters for their ad strategy. Chontelle explains why traditional methods such as stacking interests and splitting audiences are no longer as effective, and where brands should be focusing their attention instead.
The episode also covers the biggest mistake ecommerce businesses are still making with their ads, and how to shift toward a strategy that prioritises creative, messaging, and simplicity.
A clear breakdown of a high-performing funnel is included, outlining the role of prospecting, lead generation, and retargeting, and how these stages work together to drive more consistent and scalable results.
Key takeaways from this episode include understanding that Meta now relies heavily on automation and machine learning, that broad targeting is outperforming over-segmented audiences, and that creative and messaging are now the primary drivers of performance. It also reinforces that ads alone are not enough, and that a structured funnel is essential for long-term growth.
For those looking to implement this approach and build a repeatable system that drives consistent sales, Chontelle shares that this is the framework taught inside her program, Send and Scale.
Listeners are encouraged to subscribe for future episodes covering high-converting ad strategies, email marketing systems, and building a scalable ecommerce business.
Connect with Chontelle on Instagram - @chontellefossey
