The Andromeda Update: Rethink Your Meta Ads Campaigns
Meta's Andromeda update is fundamentally changing how ads work on the platform. Audience-based targeting alone is no longer the main lever. The algorithm now analyzes creative content and matches it to real-time user signals. In practice, your creatives have become the primary driver for reaching the right people.
What This Means for Advertisers
- Less segmentation, more simplicity: A single ad set with multiple creative variations will often outperform a large number of over-segmented ad groups. Favor broad targeting over complex micro-targeting.
- Creativity before targeting: Diversifying your formats and visual concepts is now essential for Meta to match your ads to the right user intent. Test new creatives regularly to prevent ad fatigue.
By embracing this new algorithmic approach, you can optimize your results and thrive in an environment where AI is now the deciding factor in campaign success.
GEO Optimization: Why You Should Not Rely on a Single Platform. The Reddit Case
GEO (Generative Engine Optimization) is on every marketer's radar, but optimizing for it remains unclear for many teams. Reddit has frequently been cited as an ideal platform for boosting visibility and getting mentioned in ChatGPT responses.
And yet, like AI itself, GEO is constantly evolving. A study by Neil Patel found that during September 2025, the share of ChatGPT responses sourced from Reddit dropped from 8% to almost nothing.
This shows why it is critical not to rely on a single platform and to stay constantly up to date on GEO optimization strategies. For more tips on optimizing your GEO presence, check out this blog post.
Google Is Expanding AI Overviews Ads to Canada
Good news for Canadian advertisers: before the end of the year, Google plans to expand AI Overviews ads beyond the United States.
What this means for advertisers:
- New ad placement opportunities: With ads integrated into AI Overviews, brands can now reach users directly within AI-generated summaries, offering a significant visibility boost.
- Evolving marketing strategies: Traditional Search advertising methods may become less effective in this new landscape. Adapting your strategies quickly is essential to stay competitive. The rise of new search behaviors (GEO, AI Overviews, AI Mode, etc.) demands ongoing monitoring to identify best practices and maximize ROI.
As of now, Google has not announced a launch date for AI Overviews ads in Canada. Stay tuned for updates.
New AI Features in Google Search
Google is introducing several updates to its search engine that affect both ad display and the use of generative AI in search results.
New Search Ad Format
Search results are now grouped under a single "Sponsored results" label on the results page. This label remains visible as users scroll and clarifies the paid nature of the ads. However, users now have the option to hide these ads and focus exclusively on organic results, which could reduce ad visibility and click volume.
AI-Generated Images in Search
Google is rolling out its "Nano Banana" feature, which lets users generate images from photos via Google Lens (or from their gallery) to refine searches and surface more relevant results. This approach, already tested in Google Shopping, is now being extended to all Search queries.
These new features are worth watching closely, as user behavior could shift from primarily text-based searching toward more visual search experiences.
Advertising on ChatGPT? It Could Very Well Be Coming.
Job postings from OpenAI are hinting at the development of an advertising infrastructure on ChatGPT. The company is specifically looking to hire engineers to build campaign management tools. Nothing has been officially confirmed yet, but advertisers should keep a close eye on this.
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