If you’re medspa Facebook ads have felt a little off lately, you’re not imagining it.
I shared this with my email list this morning and posted this YouTube video earlier, but ICYM (in case you missed it): Meta recently made a pretty big update to how ads are delivered, changing one extremely important thing…
We used to control exactly who saw what ad and when across Facebook and Instagram. Now, Meta’s AI is doing that part for us.
Before you panic (and trust me, I spent all of last week panicking…lol!), I realized this is actually a good thing. Let me explain why.
Before, we were guiding people step-by-step through a Facebook ads funnel:
- First, they’d see an intro video.
- Next, they’d be served testimonials, followed by educational content.
- Finally, they’d see booking ads.
This was very structured and very intentional. And it worked! It literally worked for years because it was based on how people typically purchase things online.
But because of AI, things have changed – including the way your ideal clients are consuming content. And while the funnel is still there, instead of forcing someone through each step in order, Meta is looking at their user data, behavior, and then deciding: “What is this person most likely to respond to right now?”
Here’s a graphic to help explain what I mean further:
So someone who responds to a testimonial or transformation story might be served a testimonial first. An impulse buyer like me? I’ll be seeing booking ads first. And someone who is a slow decision-maker may get an educational video first.
It’s not random and it’s not as controlled. It’s based on all the information Meta knows about each user on their platform, the actions they take on, and offline, as well as their intent.
And that’s the shift! Is it creepy? Yes, but unfortunately, social media isn’t going to get any less creepy in its ability to track every single action we make online. They know A LOT of information about us, whether we like it or not.
Meta is just using that information for a smarter, more customized delivery. It’s the same funnel, just a smarter delivery process.
Now, what does this mean for your medspa? And for us as your go-to Meta ads experts? Building trust is still important! Warming people is still key! And so is guiding them to book.
We’re just letting the system match the right message to the right person at the right time.
In a perfect world, this will result in:
- Better quality leads.
- Less wasted ad spend.
- Higher intent buyers and bookers.
- More consistent bookings.
- More creative to push out to your audiences.
So if things have felt a little different lately, it’s not because your Facebook ads “stopped working.” It’s because Meta changed their system and it’s only now starting to level out – literally 4 months later.
We’ve already adjusted this for our clients, so we’ve seen it firsthand.
If you have questions about how this is affecting your specific account, check out my most recent YouTube video where I’ll be walking you through:
- What actually changed with Meta’s AI update,
- Why your medspa’s Facebook ads results might look different and
- How we’re adapting and you can too.
And if you’re ready for our team to take on your medspa Facebook ads, so you don’t have to be in the weeds here, get in touch!
