Most brands are still running Meta like it’s 2022.

Manual setups.
Over-segmentation.
Too much control.

At the same time, Meta is going in the opposite direction.

More AI.
More automation.
Less need for manual inputs.

And now, with tools like Manus, it’s not just optimizing campaigns.
It’s starting to operate them.

This creates a gap between how brands are running ads, and how the platform actually works today.

Let’s fix that.

Topics we'll cover today:

💠 How To Structure Your Meta Ad Account in Q2
💠 Manus is Now Available to All Meta Advertisers
💠 The Most Overlooked Growth Lever in E-commerce (And It’s Not Your Ads)
💠 Latest news in the DTC space

There's a new way to structure your Meta ad account. 

In the last 2 years, Meta has heavily incorporated AI systems to enhance the overall performance of the ad campaigns:

⤷ GEM (The Super Brain): according to Meta, "Imagine having a super brain that can read an entire library of books in seconds, understand the relationships between all the characters, remember every single detail, and connect the details into an understanding of the sequence of events a person goes through across all types of activities."

⤷ Lattice (The Giant Library): in the past, Meta had many small libraries, each dedicated to a specific subject (ie. art). Now, they've combined all those small libraries into one, which connects information from all subjects, and helps people find better information faster. 

⤷ Andromeda (The Personal Concierge): it's responsible for learning your preferences to show you relevant and interesting ads. Think of "a personal concierge who knows your tastes so well that they don't just understand that you covet shoes, but that you like to wear red flip-flops at the beach", according to Meta.

Advertisers no longer need to try to be smarter than Meta.

We need to provide the algorithm with more options to produce results.

Here's what he recommends doing based on these updates:

Campaign type to use: Sales (Lowest Cost)

⤷ 1 campaign per offer (ie. product category, like T-Shirts).
⤷ Broad audiences
⤷ Inflated budget

Attribution: 7-day click + 1-day view

Even though the "1-day view" part inflates the results, it gives the algorithm more signals to optimize.

Audiences segments:

At the ad account, you can define your existing customers and engaged audiences.

However, most advertisers define the first segment wrong.

Even though we could define existing customers as EVERYONE who has ever bought from you, practically speaking it makes no sense to exclude them from your campaigns.

Instead, you should consider including only your ACTIVE customers. I'm sure that definition varies across verticals, but I'm sure someone who bought 3 or 5 years ago is not someone you'd consider active.

On the other hand, in the Engaged audience, they suggest having your lapsed customers.

Ads:

The key to giving the algorithm more signals is to have ad diversity, both in formats and angles. It will, technically speaking, prioritize you more if you feed it with more options.

It's the reason why AI enhancements exist: to create unique variations for each ad, depending on the user who sees it.

However, most clients (none, really) don't want it on by any means, and it's understandable.

So, that leaves you with one option: uploading more ads.

The other day, our Meta rep suggested we upload 100-150 ads for each new campaign we create. I’m not sure that’s accurate, but it’s where things are going.

What’s certain is that things are changing fast, and we need to adapt.

I hope it was useful!

--
If you need an experienced growth partner to help your brand grow, let’s chat.

In 2025, we audited over 90 brands, and we found that many of them have been stuck in a revenue plateau for 2, and even 3 years.

So, the question is: will you stay in the same place for yet another year, or will you draw a line in the sand and start a new chapter for your brand?

At BSR, my agency, we’re offering just 1 spot for brands that want to unlock the next level of growth.

Will you be one of them?

In a recent newsletter, I mentioned that Meta introduced its integration with Manus: an AI assistant that will help you execute tasks within Meta.

After acquiring Manus for ~$2B, Meta is now integrating it directly into:

Manus can:

In short, it’s moving from “insights” to “execution”.

For years, Meta has been a reporting tool.

You launch ads.
You read dashboards.
You make decisions.

Now it’s shifting toward Doing the work for you.

That’s a big change.

Because, let's face it, the bottleneck in most brands isn’t data. It’s execution speed.

If this evolves the way it’s heading:

The leverage moves up.

From:

→ Button pushing

→ To decision-making and strategy

If everyone gets access to the same AI layer…

Execution becomes commoditized.

Which means:

Your edge is no longer how fast you launch campaigns

It’s:

Meta is not just adding AI.

They’re trying to close the gap between:

→ Insight

→ Action

The brands that win won’t be the ones using Manus.

They’ll be the ones who know what to tell it to do.

There’s a massive shift happening in paid media, especially on Meta.

More investment in creative.
More focus on targeting.
More spend overall. 

But one thing keeps getting ignored: the on-site experience.

It’s still one of the most neglected parts of the funnel, despite being a core growth lever.

If you’re driving traffic but not optimizing what happens after the click, you’re leaving a lot on the table.

🎙 New episode of The DTC Insider feat. Anthony Morgan, founder and CEO of Enavi is out now.

🎧  Tune in

If you found this interesting, please leave us a review. It’d mean the world to me.

📰 Meta rolls out Manus AI assistance tools for marketers [read more]
📰 Ad accounts are getting shut down [read more]
📰 Meta replaces moderation staff with AI [read more]

Brian Roisentul is the founder & CEO of BSR, a growth marketing agency he started in 2013 to help e-commerce brands unlock hidden revenue by identifying misalignments between their marketing and customer behavior. He is also the host of The DTC Insider podcast, where he interviews thought leaders, founders, and directors in the e-commerce space.

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