Meta Upgrades Advantage+ Ads with AI-Powered Targeting & Insights

Meta Platforms has announced significant updates to its Advantage+ advertising suite, aiming to enhance campaign performance through increased automation and AI-driven optimizations. These changes are set to impact how advertisers manage and execute their marketing strategies on Meta's platforms.

Streamlined Campaign Setup Enhances Efficiency

In a move to simplify the advertising process, Meta is testing a new campaign setup that eliminates the need for advertisers to choose between manual and Advantage+ campaign types. With this update, AI-driven optimizations will be automatically applied to audience selection, ad placements, and budget distribution—further proof that AI is transforming how marketers approach digital strategy, from campaign setup to customer interaction. Campaigns utilizing these features will display an "Advantage+ On" label, providing transparency into the applied enhancements.

Advantage+ Sales Campaigns Rebranded and Expanded

Meta has rebranded its Advantage+ shopping campaigns to Advantage+ sales campaigns, reflecting their applicability beyond e-commerce to a broader range of sales objectives. Additionally, the Advantage+ framework is being extended to lead campaigns, assisting advertisers in identifying high-quality prospects more efficiently. Early tests have shown that Advantage+ leads campaigns can achieve a 10% reduction in cost per qualified lead, supporting broader trends outlined in our analysis of key social media marketing shifts to watch in 2025, indicating potential for improved return on investment.

Introduction of Opportunity Score for Campaign Optimization

To further assist advertisers in optimizing their campaigns, Meta is introducing the Opportunity Score within Ads Manager. This feature provides a 0-100 rating that evaluates campaign setups and offers suggestions for enhancements. Initial testing revealed that advertisers who implemented recommendations from the Opportunity Score experienced a 5% decrease in cost per result, highlighting the tool's effectiveness in driving better outcomes.

Phasing Out Manual Audience Controls in Favor of AI

In line with its push towards automation, Meta is phasing out certain manual controls from Advantage+ catalog ads, opting instead for fully automated, AI-powered targeting—a shift consistent with Meta’s wider push into AI-driven content creation. This shift is designed to streamline the advertising process and leverage AI to identify and reach the most relevant audiences, potentially enhancing ad performance.

Actionable Insights for Advertisers

Advertisers should consider the following strategies to adapt to Meta's updated Advantage+ features:

• Embrace Automation: leverage the AI-driven optimizations in Advantage+ campaigns to enhance targeting precision and campaign efficiency.
• Monitor Performance Metrics: Utilize the Opportunity Score to assess campaign setups and implement recommended optimizations to improve results.
• Stay Informed: Keep abreast of Meta's ongoing updates to the Advantage+ suite to ensure advertising strategies remain aligned with platform capabilities.

By integrating these practices, advertisers can effectively navigate the evolving landscape of Meta's advertising platform and capitalize on the benefits of increased automation and AI-driven insights.