The Truth About the Meta Algorithm (And Why Your Ads Might Be Underperforming)

If you’ve run Facebook or Instagram ads recently, chances are you’ve heard this one: “The Meta algorithm has changed.”

It’s become a catch-all explanation for any dip in ad performance. Agencies push this narrative to sell the idea that they alone know the secret to “beating the algorithm.” But what’s really changed isn’t just the algorithm. It’s how people engage with content, how your competition is behaving, and how advertisers use the platform.

At Substrate Media, a Brisbane digital marketing agency specialising in Meta advertising for small business, we look past the noise. Here’s what’s *actually* happening with your Meta ads, and what you can do to improve performance sustainably.

Has the Meta Algorithm Really Changed?

Yes…, and no.

Meta’s algorithm is always evolving. Like any digital platform, it updates regularly to prioritise better user experience, improve ad targeting, and reduce spam. But these shifts are incremental and ongoing, not seismic overnight changes.

The bigger issue isn’t a secret code being rewritten, it’s businesses running stale strategies on a platform that rewards relevance, speed, and creative variety.

Why Small Business Meta Campaigns Start to Decline

There are four core reasons small business campaigns start to stall:

1. Ad fatigue – Your audience sees the same ad too many times. Engagement drops. The algorithm stops favouring it.

2. Under-tested creative – One or two ad versions isn’t enough. Meta wants multiple creatives to test and optimise.

3. Narrow targeting – If your audience size is too small or too niche, costs rise and performance plateaus.

4. Weak conversion setup – If your landing pages are slow, unclear, or not mobile-optimised, your ads will struggle—no matter how clever they are.

None of these are solved by “hacking the algorithm.” They’re solved with better creative strategy, faster iteration, and real business understanding.

What Actually Gets Results on Meta in 2025

Here’s what we see working across small business digital advertising campaigns right now:

- Fresh creative, regularly: Aim for 3–5 ad variants live at all times. Use video, reels, carousels, UGC-style content, and punchy images.

- Broad but smart targeting: Let Meta’s machine learning find the right people. Start wide, then retarget those who engage.

- Mobile-first thinking: Assume 95% of your audience is on mobile. Your ad, landing page, and funnel flow must load fast and make sense instantly.

- Content that feels native: Ads should blend into the feed, not interrupt it. Think helpful tips, demos, customer stories, or offers framed as “value-first” rather than “buy now.”

But Doesn’t the Algorithm Matter?

The algorithm is important, but not in the way you’ve been told.

The Meta algorithm rewards one thing above all: relevance. If your ad drives engagement and conversions, it gets shown more. If it doesn’t, it disappears into the background.

Trying to “beat” the algorithm is a distraction. Designing ads that people care about, and that speak directly to your audience’s problems, hopes, or goals, is where performance lives.

Watch-Outs for Small Business Advertisers

A few pitfalls we often see:

- Set and forget: Meta ads need weekly attention. Fresh creative. New audiences. Smart testing.

- Vanity metrics: Don’t optimise for likes or clicks. Focus on leads, sales, and cost per result.

- Too much noise, not enough message: Good copy matters. Headlines should hook. Body text should convert.

- In-house overload: Small teams don’t always have the time or tools to manage this day-to-day. That’s where a trusted Meta ad agency can help.

If you’re running Facebook or Instagram campaigns that worked 6 months ago and don’t now, chances are you haven’t kept pace with how the platform is evolving or how your audience’s behaviour has shifted.

How Substrate Media Approaches Meta Advertising

We don’t promise “algorithm hacks.” We promise honest strategy, high-performance creative, and agile optimisation.

As a Brisbane digital marketing agency focused on evidence-led execution, we manage Meta campaigns with an always-on, test-and-learn mindset. We bring:

- Regular creative refresh cycles

- Clear, business-focused reporting

- Audience strategies that grow with your business

- Conversion-focused copy and offers that get clicks

Whether you’re launching your first campaign or scaling spend, we tailor Meta advertising to your market, your message, and your goals.

Conclusion

If your Meta ads aren’t delivering, it’s probably not the algorithm. It’s your approach.

With the right structure, message, and optimisation rhythm, Meta remains one of the most powerful growth tools for small businesses. Don’t chase hacks. Build systems.

And if you want expert help doing that, Substrate is ready.