REFERENCE: MANAGING META ADS FOR A CHILDREN'S SHOE RETAILER
40% Higher Sales for Less Money
We’ve been running Gugenio ads on Meta for a long time. But in 2025, Meta turned the rules upside down – the Andromeda algorithm stopped rewarding targeting and started rewarding creativity. Those who didn’t adapt fell behind. We completely overhauled our approach – and the account started delivering more results for less.
What was the deciding factor?
Creativws Instead of Targeting
In the Andromeda era, it’s not the campaign structure that drives results, but the quality and variety of the content. We’ve switched gears and let the creatives do the work for the targeting.
UGC Instead of a High-Gloss Production
Authentic videos created by people have surpassed expensive productions. Relevance and diversity are what matter, not the production budget.
Thorough Website Optimization
Advertising brings in customers, but it’s the website that ultimately determines whether a purchase is successful. Work on the e-shop’s product pages boosted conversions by another quarter.
META ADS: BROAD TARGETING
Creativeswill find its own customers
Once it became clear that Andromeda rewards creativity, we abandoned interest-based targeting and switched to broad targeting – a strategy where the ad itself attracts the audience, and the algorithm decides who to show it to.
For Gugenio, this means one thing: the ad is seen by those who are genuinely interested in the product – not those we once targeted with manually set interests.
Check out these examples of various creatives
Would you like a sample?
UGC AND CREATIVE DIVERSIFICATION
The more varied the mix, the better it works
Broad is only as good as the content and creativity it receives. So we stopped fine-tuning a single ad and flooded the account with variety.
UGC videos that outperformed expensive productions, educational “how-to” and “3 reasons why” content, influencer content, lifestyle footage, as well as comparison videos and unboxings. The more diverse the angles, the easier it was for Andromeda to find its ideal customer.
Psssst! Want to know more about Meta Andromeda? Read here.
CONVERSION RATE OPTIMIZATION (CRO)
It's the website that drives sales, not the ad
Even the best Meta ad is useless if a visitor hesitates on the page. That’s why we also revamped the product pages and fine-tuned them to drive purchases through to completion.
Combined with higher-quality visitors who are ready to buy, the website’s conversion rate jumped by 26%.
AND HOW DOES THE CLIENT SEE IT?
“We agreed on further cooperation, and it turned out to be the best decision I could have made, because after just a few months we were seeing much better results. Our revenues started to grow steadily year over year.”
