Now that Facebook’s logic has changed, the approach must also be upgraded. Under AI algorithms, the core of Facebook advertising has shifted from “finding people” to “using content to attract people”. In other words: creatives are your targeting. The system will automatically match the right audience, stage, and needs by analyzing your ad content. Therefore, the right structure is no longer complex segmentation, but an extremely streamlined combination: 1 campaign, 1 ad set, paired with 6-10 creatives of different types to cover the full conversion funnel.
Top-funnel creatives are used to attract attention, such as pain-point messaging, emotional resonance, and story-driven content; mid-funnel creatives are used to build trust, such as product features, usage scenarios, and authentic reviews; bottom-funnel creatives are responsible for conversion, such as user feedback, competitor comparisons, and limited-time offers. At the same time, your optimization mindset also needs to change. In the past, we only looked at ROAS, but now what matters more is whether AI is continuously allocating budget. If the system is spending money on a certain creative, it means it is learning and paving the way, so even if it does not convert in the short term, it should not be turned off easily; instead, those creatives with absolutely no spend at all are the ones that should be decisively eliminated. Future competition is not about who understands the ad platform better, but who better understands user psychology, content expression, and the essence of marketing. You are not “running ads”, but “training AI to help you sell products”.