Recently, many foreign trade media buyers have been asking the same question: why has it become increasingly difficult to runFacebook ads? In the past, you could run campaigns casually and still get decent returns, but now ROI is frequently declining while costs are rising. At the core of the problem, it is actually not that you do not know how to advertise, but that the underlying logic has completely changed.Meta's advertising system now relies on a combination of multiple algorithms, including the Gemini algorithm, machine learning, ad auction algorithms, and various AI optimization strategies,and it is reshaping the entire ad delivery mechanism. In the past, we relied on interest tags, detailed audience segmentation, and refined account structures to find the “right audience” through manual intervention. But now, this entire logic is being taken over by AI. Based on user behavior paths, such as browsing, clicking, and dwell time, the system automatically determines the user’s stage in the buying journey and matches different ads to different audiences. In other words, control over traffic allocation is no longer in your hands, but in AI’s hands. If you are still obsessing over a single winning creative, simply duplicating variations, or excessively segmenting your ad structure, the system will not only fail to reward you, but may instead lower your weight or even restrict exposure. Many people mistakenly think the problem is weak creatives or inaccurate targeting, but in fact, the method is outdated. In the AI era, media buying is no longer about “manual optimization,” but about “collaboration with machine learning.” The more you try to control it, the more likely you are to lose control.