Running ads on Facebook is no longer Simple. Facebook advertising has never been an easy game, and its increasingly complex algorithms make it even harder to reach the right audience. In 2025, Facebook rolled out several new ad algorithms. Understanding how they work — and how to leverage them — can help you avoid wasted spend and significantly boost campaign performance.
Meta GEM: Precision Interest Matching
Meta GEM (Generative Ads Recommendation Model) acts like a “curator,” analyzing all ads across the platform and matching them to users based on behavior and interest signals.
For example, if a user frequently likes photos of nature trips, GEM might serve them ads for camping gear or hiking tours.
To make GEM favor your ads:
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Target a clearly defined audience — broad, generic ads tend to perform poorly.
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Build narrative-driven creatives with real scenarios, showing how your product solves problems or creates value.
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Align visuals with the theme — for example, financial ads work better with bank or currency imagery.
Meta Lattice: Driving Overall Ad Efficiency
Previously, Meta’s algorithms and AI tools operated in silos, which limited optimization. Meta Lattice integrates these systems, tracking all campaign objectives and metrics under one framework.
Key takeaway: The better and longer your ads perform, the more exposure Lattice will give you automatically.
How to benefit from Lattice:
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Run campaigns that are both successful and sustainable over time.
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Use soft, engaging creatives to encourage user interaction.
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Avoid products that are too niche, as narrow audiences are harder for the system to identify.
According to Meta, Lattice can boost conversion rates by an average of 6% and ad relevance by 12%.
Meta Andromeda: Optimizing Ad Delivery
Launched in 2024, Meta Andromeda identifies both surface-level interests and deeper user needs — including specific brands and price ranges.
To maximize Andromeda’s potential:
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Prepare a large library of creative assets to increase exposure and matching opportunities.
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Experiment with emotional angles, color palettes, and diverse storytelling to stand out.
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Take advantage of built-in Facebook tools like Advantage+ Creative and DCO.
One of Andromeda’s strengths is unlocking “unexpected” ad combinations that perform surprisingly well. When used effectively, it can increase ad relevance by up to 8%, driving higher clicks and conversions. It should be noted that it only applies to the placement of compliant products.
Sequence Learning: Building Deep Sales Funnels
Sequence Learning focuses on analyzing user behavior before and after conversion to optimize ad delivery.
For example, if a user buys a joint pain relief cream, they might later be retargeted with joint supplements or protective gear, creating a personalized upsell chain.
How to leverage this algorithm:
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Promote multiple products from the same advertiser.
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Or link related products from different advertisers in the same niche to create a smart product funnel.
Final Thoughts
Meta is aggressively integrating AI into the Facebook ads ecosystem, providing advertisers with more powerful tools than ever. Understanding these algorithms is now essential to maximizing ROI. At the same time, market selection matters. Take Nigeria as an example: Facebook user growth there is booming. If you’re expanding into emerging markets like this, studying local user preferences and tailoring your ad strategy is just as critical as mastering the algorithms themselves.