Meta isn't broken. It just doesn't need us anymore.
Been running ads since 2019. Last year was my best year ever.
This year I'm watching budget burn in 2 hours and asking myself if I
still know what I'm doing.
Then I started connecting the dots and honestly it scared me a little.
- Dec 2024: Meta launches Andromeda (their new AI ad engine)
- Feb 2025: Meta fires 5% of staff. "Performance based" they said.
- Mid 2025: GEM rolls out (the second AI layer most people don't know about)
- Oct 2025: Andromeda hits 100% of accounts globally
- Mar 2026: Attribution rules change. Your ROAS drops 20% on paper overnight.
- May 2026: Meta fires another 8,000 people. Mostly sales and support.
You see the pattern?
They didn't just upgrade the algorithm. They rebuilt the system to not
need experienced advertisers anymore.
The whole thing now optimizes for clicks not buyers. Higher CTR, lower
conversion rate, every industry. Meta is happy. Their AI is "learning".
Our cash flow is dying quietly.
And the worst part? The advertisers who knew the least, the ones who just
upload an image and let Advantage+ run everything? They're doing better
than ever. The skilled ones got punished.
So what now?
I don't think there's a hack. I think the game changed and most of us are
still playing 2023 rules.
Wondering what you guys are seeing.
- Did your performance crash around Oct 2025?
- Are you still trying to fight the algorithm or did you give in?
- Anyone here actually thriving right now and willing to share what
changed for you?
Genuinely asking. Not selling anything.