The Meta Algorithm Shift Is Here - Brand vs. Agency (HOT TOPIC)

Hey guys, we have something special for you today.

An email from one of our exclusive agency partners, Rafayet, and he’s going to break down the heated debate between media buying and ad creatives in the Meta Ads space.

Find out what’s actually driving e-commerce ad performance over in Meta:

Hey guys,

Let's talk about a painful truth in e-commerce that no one's addressing: the silent war between brands and Meta ad agencies.

You know the story. Your ad performance tanks. Then comes the blame game:

"Your creatives aren't strong enough," says your agency.

"Your targeting and account structure is poor", responds the brand.

Meanwhile, your ad spend bleeds out unprofitably.

Here's what's really happening in 2025:

Meta's algorithm has evolved so dramatically that this brand vs agency divide is killing performance more than ever.

In fact, across our $5.7M+ per month in ad spend, we see creatives account for 70%+ of targeting success.

Just to get into this a bit:

For example, the type of people you call out in your creatives leveraging unique angles and the kind of people you even show (strategic positioning) can massively influence who your Meta Ads appear in front of.

And the reason this is happening is simple.

Meta is rapidly moving toward pure machine learning.

Interest targeting has been gradually eroding due to privacy concerns - so Meta as a platform is moving more and more towards machine learning with Advantage+.

And this has been going on for a while now.

To be honest, we wouldn’t be surprised if interest targeting completely gets ‘nuked.’

Regardless of whether this is going to happen or not, your creatives play a huge role in your targeting now.

Now, I just want to quickly cover nailing your creatives, and it’s actually something really simple.

Not fancy edits. Not crazy transitions. Not color grading. But…

Core Direct Response Principles:

• Unique angles that make you stand out in your market.

• Irresistible offers that actually convert and solve bottlenecks in your brand.

• Creatives showcasing these elements in a clear and concise manner.

It’s these elements that are huge.

Think about it: when was the last time someone bought your product because your video had fancy transitions?

The concept and offer make or break your ad performance on Meta.

The Meat of the Problem

Now, just to dive into the problem. Most Meta agencies don't touch creatives. They'll blame your creative team when campaigns fail and to be honest, we’ve seen this create a toxic cycle that wastes your budget.

This is why we've eliminated the divide entirely - especially when your creatives are a massive influence, even on the media buying side.

We own 100% of the process:

• Angle ideation

• Offer formulation

• Strategic positioning

• Creative execution

• Media buying

This way, there’s no back-and-forth war with our brand partners. If ads don’t perform, it’s 100% our responsibility, not the brand’s or their creative team.

If you want to see how this integrated approach could transform your Meta Ads?

Book a quick call, and we can chat.

Until next time,

Raf Rahman

Founder of Profit Off Ads

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get a 1-time Google ads buildout: For brands that are new to Google or looking to add another revenue model WITHOUT a retainer. We’ll do a one-time buildout over 30 days for you to profit from day 1. Click here for more info.

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