Facebook’s ad engine just changed forever. If your campaigns are underperforming and your marketing strategy is still relying on lookalikes or interest targeting, you’re already behind.

In this episode, Emma Rainville sits down with Facebook & Google Ads strategist Richard Parkin to break down Meta’s rollout of the Andromeda AI model, a tectonic shift in how Facebook algorithm delivers and optimizes ads. Richard unpacks what Advantage+, open targeting, and AI-first delivery really mean for your bottom line and how to pivot your online advertising strategy before your ROAS crashes.

We cover:

- Why lookalikes and interest targeting are officially dead 

- How Meta’s “open targeting” model is outperforming manual setups

- Real results from a niche client shifting to AI-led delivery 

- What Meta ads really gain from sunsetting old tools

- How to test your own campaigns safely without risking profitability 

Timestamps:

(0:00) Intro: Facebook chaos and AI rumors

(1:05) What is Andromeda? Why marketers are panicking

(2:12) Why interest and lookalike targeting no longer work

(3:20) The pivot to open targeting and Advantage+

(4:30) Are conversions really better with AI delivery?

(5:45) Niche case study: open targeting beats lookalikes

(7:00) Is Meta intentionally sabotaging old tools?

(8:10) What NOT to trust in Meta’s creative suggestions

(9:22) How to safely test AI campaigns without losing money

(10:15) Final take: what operators must shift now

Sign up to the Visionary Vault for access to Richard’s full ebook on Andromeda, Facebook ad targeting playbooks, and tactical traffic SOPs:

https://www.specialopspodcast.com/visionary-vault

Explore Free Resources inside the Visionary Vault:

https://specialopspodcast.com/visionary-vault

Get in Touch with Emma Rainville:

YouTube: https://www.youtube.com/@specialopspodcast

Instagram: https://www.instagram.com/emma_rainville512/

LinkedIn: https://www.linkedin.com/in/emmarainvilleoperationsguru

Get in Touch with Richard:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/richard-parkin-55621ba9/