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How Optimize for Me works

Optimize for Me is an AI-driven optimization system that continuously improves your campaign's targeting and creatives based on real performance data. Once enabled, it runs an analysis cycle on your active campaigns and applies changes automatically — no manual adjustment needed. It works on Meta (Facebook & Instagram) and Google Search campaigns.

Who this is for

Any user with at least one active Meta or Google Search campaign. Optimize for Me is especially powerful for agencies managing multiple clients or running campaigns with large creative libraries.

What it optimizes

Optimize for Me makes two types of adjustments: audience and creatives. It does not change your campaign budget.

Meta  Facebook & Instagram

Audience adjustments: removes underperforming demographics and locations — narrowing or broadening who your ads reach based on engagement and conversion data.

Creative adjustments: rewrites and tests primary texts and headlines, and removes images or videos that are consistently underperforming compared to the rest of your creative set.

If you have a Creative Bank set up (see below), underperforming assets can be replaced automatically with pre-approved ones from your bank.

Google Search

Audience adjustments: removes negative keywords or underperforming locations from your targeting to reduce wasted impressions and clicks.

Creative adjustments: rewrites and enhances headlines based on the top-performing headlines in your campaign combined with your brand context. This improves ad relevance and Quality Score over time.

The optimization timeline

On the campaign detail page, the right-hand panel shows your Optimization Timeline — a step-by-step log of where your campaign is in the optimization cycle.

Each step is numbered by day and shows what the AI did or is planning to do:

  • Post-Optimization Monitoring — AI reviews performance after changes to confirm the desired impact.
  • Benchmark Review — AI compares asset performance against benchmarks and may swap underperformers with assets from the Creative Bank.
  • Performance Insights — AI highlights potential improvement areas and monitors before applying the next round of adjustments.

Each step shows a Completed badge once done. If the campaign needs attention, you'll see a Performance Needs Attention prompt with actionable next steps: Get Recommendations, Add/Refresh Creative Bank, or Add New Ad Set.

Reading performance by asset

The bottom of the campaign detail page has five tabs for drilling into performance:

  • Ads Report — overall campaign summary
  • Primary Texts — performance breakdown per text variation
  • Headlines — same breakdown per headline variation
  • Images — spend, CTR, CPC, and reach per image asset, with a best / underperforming label
  • Videos — same as images but for video assets
  • Optimizations — full history of every change the AI made: date, asset type, ad set, old asset, new asset, and action
The Optimizations tab is your audit trail. If you want to see exactly what was changed and when, this is where to look.
 

Creative Bank (Meta only)

The Creative Bank is an optional feature that makes Optimize for Me significantly more powerful on Meta campaigns. It acts as a pre-approved library of creatives the AI can draw from when swapping out underperformers.

You can upload:

  • Up to 50 images
  • Up to 50 videos
  • Up to 200 individual primary texts and headlines

When a benchmark review finds that an image, video, or text is consistently underperforming, the AI will replace it with a pre-approved asset from the bank — without pausing the campaign.

Creative Bank is especially valuable for agencies. Large agencies running campaigns for multiple clients can pre-load a full rotation of approved assets. The AI keeps campaigns fresh and prevents ad fatigue automatically, without requiring creative reviews after every optimization cycle.
 
Meta's Andromeda update rewards campaigns with diverse, high-quality creative sets. Having a well-stocked Creative Bank directly supports this — more assets in rotation means better signal for the algorithm and more resilience against individual asset fatigue.
 

What Optimize for Me does not change

  • Your campaign budget or bid strategy
  • Your campaign objective or conversion event
  • Campaigns that are paused
  • Google Display, YouTube, or other non-Search campaign types
  • TikTok or LinkedIn campaigns (not supported)

How to enable or disable it

Open any active Meta or Google Search campaign and look for the AI Optimizations toggle in the top-right of the Optimization & Insights detail page. Toggle it on to activate, or off to pause optimization for that campaign. Changes take effect from the next analysis cycle.

Related articles

  • Set up the Creative Bank
  • Read your ad spend and KPIs
  • My Facebook CPM is too high — what now?