If you've been running Facebook or Instagram ads lately, you've probably noticed something's... different. Maybe your cost per lead jumped. Maybe your targeting feels less precise. Maybe ads that used to perform are suddenly flat.

You're not alone. And you're not imagining it.

A few weeks ago, Meta rolled out the Andromeda update, and it's sent shockwaves through the coaching industry. Business owners are panicking, rumors are flying, and everyone's wondering: "Do I need to completely overhaul my ad strategy?"

Here's the truth: The game didn't get harder. It got simpler. But only if you understand what actually changed.

Let's clear up the rumors circulating in Facebook groups and coaching circles:

False. You still have targeting options. You can still retarget your email list, video viewers, and website visitors. You can still create lookalike audiences.

What has changed is how Meta treats interest-based targeting. It now uses interests as suggestions rather than hard boundaries. The algorithm scans everything on your landing pages, thank you pages, and website to match your message with the right people.

This is actually good news if you're willing to do the work on your messaging.

Only if you're running generic, low-quality ads. If you're slapping together basic graphics with different colored backgrounds, then yes, you'll burn through creatives fast.

But if you're creating high-quality video content with strong messaging that speaks to your audience's level of awareness? Two to three solid videos per week is plenty for most coaches spending under $10,000 per month on ads.

Not necessarily. I've run highly produced videos with multiple camera angles, b-roll, and voiceovers that flopped. And I've run simple phone videos that crushed it.

The difference? Message-market match.

Your video doesn't need to be fancy. It needs to resonate. It needs to speak directly to where your ideal client is right now—not where you think they should be.