How to Make Meta's Andromeda Update Work for Your Coaching Business (Without Burning Your Ad Budget)

If your Facebook ads have stopped delivering results lately, you're not alone. Meta's Andromeda update has left many coaches, course creators, and membership owners scratching their heads, wondering why their once-profitable campaigns are now bleeding money.

The common advice floating around? Run one campaign, one ad set, broad audience. No interest targeting. No lookalikes. Just throw in 5-10 images, multiple videos, and let Meta's algorithm "figure it out."

But here's the truth: that's only half the equation.

After managing hundreds of thousands of dollars in ad spend and generating millions in sales for our clients, I've discovered what actually makes Andromeda work. And it has nothing to do with how many creatives you upload.

Meta's entire advertising system is designed to deliver the lowest-cost results that keep you advertising. If you're optimizing for leads, Meta will get you leads. Lots of them. But here's the problem: most coaches don't actually want leads. They want sales.

This is where the disconnect happens.

When you optimize your ads for lead generation, Meta sends you people who are good at filling out forms. Not necessarily people who are ready to buy. You end up with a pipeline full of tire-kickers and freebie seekers while wondering why your conversion rates are tanking.

The solution? Optimize for the conversion event that actually grows your business.

If you want sales calls booked, optimize for scheduled appointments. If you want customers, optimize for purchases. This tells Meta's algorithm exactly what kind of person to find and send your way.

Here's where it gets interesting. One of the most effective strategies we've implemented across multiple client accounts is what I call the "Freebie SLO" (self-liquidating offer).

Here's how it works:

Step 1: Offer a valuable lead magnet that solves an immediate problem for your ideal client.

Step 2: On the thank you page, present a low-ticket offer (typically $27-$37) that takes them to the next level.

This could be:

• Template packs or swipe files

• A recorded workshop you've already done

• A mini-course or training

• Tools and resources that complement your free content

Step 3: Optimize your ad campaign for purchases, not just leads.

First, you're working with Meta's strongest algorithm. The platform has massive amounts of data on purchasing behavior. When you optimize for purchases, you're tapping into one of their most sophisticated targeting systems.

Second, you're pre-qualifying your leads. Someone who pulls out their credit card and buys from you (even at $27) is infinitely more likely to invest in your high-ticket offer than someone who just grabbed a freebie. You're capturing that ready-to-buy 3% of your audience instead of the 97% who are just browsing.

Third, you're covering your ad costs. Many of our clients see a 2x-3x return on ad spend with this model, making their lead generation essentially free. You can advertise longer, test more, and scale faster when your ads are paying for themselves.

Through extensive testing, we've found that $27 is the magic number for low-ticket offers in this funnel. We've also seen success with $17, $37, and $47. Once you go above $67, conversion rates drop significantly and it's no longer worth the effort.

The key is making the offer a no-brainer. If someone just downloaded your guide on creating effective Facebook ads, offering them 50 graphic templates and 5 copy templates for $27 is an easy yes. You're giving them the implementation tools that make your free content actionable.

Here's a critical piece many coaches miss: your pixel needs to fire the conversion event quickly. If someone signs up for your lead magnet but doesn't get access to your offer until 5-6 days later, you're not feeding Meta's algorithm the data it needs in real time.

The best results come when the conversion event fires immediately or within the first 24 hours. This gives Meta rapid feedback about what's working so it can optimize your campaign faster.

I've spoken with countless coaches recently who've paused their advertising because "it's just not working anymore." They're uploading tons of creative variations, testing different copy angles, and running broad campaigns exactly like everyone recommends.

But they're missing the foundation: optimizing for the right conversion event.

In some cases, we've made just one change—switching the optimization from leads to purchases—and watched the entire funnel transform. Yes, the cost per lead might go up. But when you're getting 3-5 purchases per day instead of 1-2 per week, who cares about cost per lead?

You're not in business to collect leads. You're in business to get clients.