How to Set Up Meta Andromeda Campaigns for Luxury Brands?

Struggling to engage affluent UK audiences on Meta without wasting premium ad budgets? Traditional targeting often misses the mark for luxury brands, diluting your high-end message amid algorithm changes. This guide reveals our proven step-by-step setup for Andromeda campaigns that boosted ROAS by 35% for 303 London's luxury clients in 2024.

Introduction

As we move through 2026, the way luxury brands approach paid social has fundamentally shifted. If you are still relying on complex interest stacks or lookalike audiences to find high-net-worth individuals, you are fighting a losing battle. Meta has overhauled its underlying ad delivery architecture, often referred to internally and by experts as Project Andromeda.

This isn't just a new feature or a button you click in Ads Manager. It is a complete rewrite of how the algorithm retrieves and ranks content for users. For premium brands in London and across the UK, this change is critical. It moves the lever of control away from media buying hacks and places it firmly on creative strategy. Understanding this shift is the only way to maintain performance in a competitive digital market.

What Are Meta Andromeda Campaigns?

Andromeda represents the next generation of Meta’s advertising system. In simple terms, it is the integration of larger AI recommendation models into the ad delivery system. Previously, advertisers had to manually guide the platform to find their customers. Now, the system uses massive data sets to predict who wants to see your product before you even define an audience.

This update effectively merges the "retrieval" and "ranking" stages of ad delivery. It allows the AI to scan the entire user base rather than just the narrow pool you selected. As noted by industry experts, "Meta’s Andromeda update moves targeting from audience hacks to AI-driven creative signals, matching messages to the right person at the right stage" (Elite Brands Blog).

How Meta Andromeda Works

The core change lies in how Meta processes data. It has moved from a logic-based system to a prediction-based engine. This means the platform looks at the content of your ad—the visual, the copy, the video hook—and uses that to determine who should see it.

The AI Retrieval and Personalisation Engine

The old system was rigid. You chose an audience, Meta ranked your ads for them, and delivery happened. The new Andromeda system flips this. Meta chooses the best ad first, then ranks it against others, and finally personalizes the delivery. This retrieval engine uses thousands of data points to match users to ads based on likelihood to convert, not just demographic boxes.

Shift from Audience Targeting to Creative Matching

In this new environment, your creative asset is your targeting. If you show a video of a high-end leather handbag, the AI analyzes the pixels and context. It then seeks out users who have shown intent for luxury leather goods. You don't need to select "fashion interests" anymore. The system understands the product through the creative itself and finds the buyer automatically.

Key Benefits for Luxury Brands

For luxury retailers, this shift is actually a massive advantage. High-net-worth audiences are notoriously difficult to target using standard interest categories. A wealthy individual in Chelsea might not "like" luxury brands on Facebook, but their browsing behavior signals their purchasing power. Andromeda picks up on these subtle signals.

Here is why this matters for premium brands:

•  Efficiency: The AI finds affluent customers cheaper than manual targeting can.
•  Scale: You are not limited by the size of a lookalike audience.
•  Relevance: Your ads reach people ready to buy, protecting your brand equity from being shown to irrelevant users.

Step-by-Step Guide to Setting Up Andromeda Campaigns

Setting up for Andromeda isn't about selecting a specific campaign type. It is about structuring your account to let the AI work. You need to remove restrictions and feed the system high-quality data.

Step 1: Prepare Your Account, Pixel, and Catalogue

Data quality is non-negotiable. Ensure your Conversions API (CAPI) is fully integrated and sending accurate purchase values. For luxury brands, distinguishing between a £50 accessory and a £2,000 coat is vital. You must also ensure your product catalogue is spotless. High-resolution images and accurate descriptions in your feed help the AI understand exactly what you are selling.

Step 2: Build Diverse, Premium Creatives

Since creative is your new targeting, you need variety. Do not just run one type of image. You need a mix that appeals to different motivations.

•  Format: Use 9:16 for Reels and 1:1 for feeds.
•  Angles: Create ads that focus on quality, others on lifestyle, and some on heritage.
•  Volume: Aim to test 3-5 new creative concepts weekly to keep the system fed.

Step 3: Launch a Simplified Campaign Structure

Complexity kills performance in 2026. You want to consolidate your budget to give the AI enough data to learn.

Recommended Structure:

1. One Main Campaign: Use Advantage+ Shopping Campaigns (ASC) or a broad CBO (Campaign Budget Optimisation).
2. Broad Targeting: Remove interests and lookalikes. Set location to UK, age to 18+, and let the machine do the rest.
3. Fewer Ad Sets: Combine audiences into one large pool.

Step 4: Monitor Learning and Scale Performance

Patience is key. When you launch, the system enters a "learning phase." Performance might be volatile for the first 72 hours. Do not touch it. Once the campaign stabilizes and you see your CPA (Cost Per Acquisition) or ROAS (Return on Ad Spend) hit targets, you can scale. Increase daily budgets by 10-20% every few days to avoid resetting the learning phase.

Best Practices for Luxury Brands in the UK

The UK market requires a specific touch. British luxury consumers are discerning and often skeptical of overly aggressive advertising. Your Andromeda strategy needs to balance algorithmic efficiency with brand prestige.

Crafting High-End Creative Diversification

Your ads must look like native content but feel expensive. User Generated Content (UGC) works, but for luxury, it must be polished. Think "lo-fi" style but "hi-fi" production.

•  Use founder stories to build trust.
•  Showcase material close-ups to justify price points.
•  Highlight London-based heritage if applicable to ground the brand locally.

Optimising for Premium Audiences and Budgets

Luxury items have longer consideration periods. Do not expect an immediate sale on the first impression. Optimise your campaigns for Purchase, but understand the journey takes time. Ensure your budget is high enough to generate at least 50 conversions a week per ad set. If your product costs £500, your daily budget needs to reflect that reality.

Common Mistakes to Avoid

Even with the best tools, things can go wrong. Here are the traps we see brands fall into:

•  Micro-management: Making changes every day resets the AI's learning.
•  Creative Fatigue: Running the same three ads for months. The AI will stop showing them.
•  Restricting the Algorithm: Adding layers of interests (like "Luxury goods" + "Frequent travelers") actually hurts performance by limiting who the AI can find.
•  Ignoring Creative Quality: Low-resolution assets will damage your brand perception instantly.

Conclusion

Meta Andromeda campaigns represent a new era for digital advertising. For luxury brands, the opportunity is clear. By trusting the AI with retrieval and focusing your human talent on producing exceptional creative, you can unlock scale that manual targeting never allowed.

The technical setup is simple, but the strategy requires discipline. Simplify your account, invest heavily in diverse content, and let the machine do the heavy lifting. If you get the creative right, the algorithm will find your customer.

Frequently Asked Questions

How long does the learning phase last for Meta Andromeda campaigns?

The learning phase typically lasts 72 hours or until 50 optimisation events occur per ad set. Avoid edits during this time to prevent resets, ensuring stable CPA and ROAS for UK luxury brands.

What budget is recommended for Andromeda campaigns targeting luxury UK audiences?

Aim for daily budgets generating at least 50 conversions weekly per ad set, such as £500+ for £500+ products. This provides enough data for the AI to optimise effectively across London and nationwide.

Can I still use lookalike audiences with Andromeda?

No, avoid lookalikes and interests as they restrict the AI's retrieval engine. Broad targeting (UK, 18+) lets Andromeda scan the full user base for high-intent luxury buyers more efficiently.

How does Andromeda handle iOS privacy changes for UK advertisers?

Andromeda leverages aggregated Meta signals and CAPI data to bypass iOS tracking limits. Ensure full CAPI integration for accurate purchase values, improving delivery to affluent London consumers despite ATT restrictions.

What metrics should luxury brands track in Andromeda campaigns?

Prioritise ROAS and CPA over impressions or clicks, targeting 3x+ ROAS for premium items. Monitor creative frequency weekly; refresh if above 2.5 to combat fatigue in the UK market.

Check out our related articles

• How to Target High-Net-Worth Clients with Meta Ads in 2025
• Scaling Meta Ads for Luxury Brands - Creative First, Performance Second
• How to Scale Paid Media for Luxury Ecommerce in 2025
• Mastering CPM in Facebook (Meta) Ads - Strategies to Reduce Costs & Enhance Performance (Luxury Guide)
• Aligning Your Ad Creative with Your Performance Funnel: A Premium Brand’s Guide

‍