Meta Advantage+ Updates That Will Simplify Campaign Setup and Boost Performance

Meta Rolls Out New Advantage+ Updates to Simplify Ad Setup and Boost Performance

Discover how the latest updates to Advantage+ are changing the way you advertise on Facebook — with easier setup, better lead gen, and smarter AI-powered optimisation.

Meta is going all-in on AI, and this Advantage+ rollout is one of the biggest updates in Facebook advertising news this year. It’s designed to make your campaigns more efficient, more cost-effective, and a lot easier to manage.

In this article, we’ll break down the new features, the early results (spoiler: they’re strong), and how to start putting them into practice.

What Is Advantage+ and How Does It Work?

Before we get into the nitty-gritty of the new features, let’s take a step back and understand what Meta Advantage+ is and how it works.

Meta Advantage+ is an AI-powered tool that optimises campaign performance by analysing data and making real-time adjustments. So, instead of manually setting up audience targeting, placements, and budget, Advantage+ uses machine learning to do this for you.

At its core, Advantage+ helps you:

Reach the right audiences automatically
Optimise delivery across platforms like Facebook, Instagram, and more
Allocate budget where it performs best

Originally focused on Advantage+ Shopping Campaigns (ASC+), which helped eCommerce brands target high-intent shoppers, Meta is now expanding this AI-driven automation to sales, leads, and app campaigns.

What’s New in Meta’s Advantage+? Key Updates Explained

Meta is rolling out Advantage+ upgrades, which will improve performance, making it easier to scale your campaigns.

Let's go through them

1. Streamlined Campaign Setup for All Objectives

Advantage+ was initially built for Shopping Campaigns, but Meta is now expanding it to support sales, leads, and app campaigns. That means you can launch automated campaigns for almost any objective, with far less manual setup.

To activate Advantage+, your campaign needs to use all three of the following:

Advantage+ placements
Advantage+ audience
Campaign Budget Optimisation (CBO)

Once all three are in place, Meta will mark your campaign as “Advantage+ on”. This means its AI is fully active, working in the background to optimise delivery and performance.

Skip one. i.e CBO, and you won’t get the label, or the full benefits of Advantage+ optimisation.

To reflect this broader setup, Meta is also renaming Advantage+ Shopping Campaigns to Advantage+ Sales Campaigns.

2. New: Advantage+ Leads Campaigns

Meta has expanded Advantage+ to support lead generation. These campaigns use full AI automation to help advertisers reach high-intent customers at a lower cost-per-acquisition (CPA). This is achieved through the same technology that powers Advantage+ Sales Campaigns, but with a focus on generating business leads.

In early testing, lead campaigns with Advantage+ enabled delivered an average 10% lower cost per qualified lead than non-automated campaigns.

3. Opportunity Score: Real-Time, Proven Recommendations

Not sure if your Meta campaign is firing on all cylinders? Now you can, as Meta will provide an 'Opportunity Score' to your campaigns. This score, from 0-100, measures how closely your campaign aligns with Meta’s optimisation criteria.

Meta will then provide tailored recommendations based on your campaign data, such as refining your audience or increasing your budget, to help improve your campaign performance and success. Advertisers who followed these suggestions saw a 5% median drop in cost per result.

Later this year, Meta plans to bring all these features together inside Ads Manager, offering a more unified, automation-first experience.

What Early Tests Have Shown

Let's sum up the results of early tests with Meta's automated advertising features:

70% YoY growth in Advantage+ Shopping Campaigns (Q4)
10% lower cost per qualified lead with Advantage+ leads campaigns
5% median decrease in cost per result from Opportunity Score recommendations

That said, Advantage+ won’t save you from weak creative. It won’t tell you that the copy you agonised over for hours is actually putting people off. It won’t flag that your moody black-and-white aesthetic doesn’t match the bright, cheerful product you’re selling. And it definitely won’t whisper, “Hey, that headline isn’t as clever as you think.”

You still need to know your audience, write messaging that resonates, and design ads that look like they belong.

If you need help crafting better creative, check out MagicBrief — our ad library lets you study top-performing ads, and the brand tracker helps you discover what copy, imagery and ad formats works best for your competitors.

Book a demo now and start building ads that actually convert.

How to Turn Advantage+ ‘On’ in Your Campaigns

To trigger the “Advantage+ On” label — and unlock Meta’s full AI optimisation — you’ll need to:

Choose a supported objective: Sales, App Installs, or Leads
Use Advantage+ placements — let Meta decide where your ads show
Use Campaign Budget Optimisation (CBO) — required for activation
Use an Advantage+ audience — this is also required

Once all three features are active, your campaign will be labelled “Advantage+ On”, confirming that Meta’s AI is fully optimising delivery and performance.

Source: Facebook

⚠️ If you skip any of these, your campaign won’t receive the label or the full automation benefits.

Who Should Use Advantage+?

Advantage+ was built to save time on setup and reduce the day-to-day campaign management work. Naturally, this would give marketers more space to focus on strategy and ad creative.

If you fall into any of the following categories, Advantage+ is probably a great fit:

Small business owners with limited time, budget, or ad expertise
Marketing teams managing high volumes or multiple campaigns at once
DTC brands looking to scale sales quickly with broad targeting
Lead gen advertisers aiming to drive results on a budget
Performance marketers focused on ROAS and efficiency
New advertisers who want a simple, automated way to get started

It’s ideal for anyone who’s happy to let Meta’s AI take the wheel — and doesn’t need full control over every campaign detail.

Who Might Want to Skip It?

As glamorous as it sounds, Advantage+ isn’t for everyone. If your campaigns demand precision or complexity, you might find it more restrictive than helpful.

You may want to steer clear if you:

Run brands with highly specific targeting requirements
Work in agencies or large teams that rely on detailed manual control
Manage complex funnels with custom sequencing or creative testing
Need granular budget control or fine-tuned settings like bid caps and placement exclusions

If you thrive on testing individual messages, tweaking budgets across ad sets, or controlling every variable, you’re probably better off sticking with manual optimisation. Advantage+ works best for broad, scalable campaigns where automation can run the show.

Final Thoughts

Meta’s Advantage+ isn’t just another ad tool — it marks a real shift toward AI-led campaign management. And as AI continues to evolve, it’s only going to become more efficient, more effective, and more essential in digital marketing.

If you want to simplify your workflow, cut costs, or scale faster, the latest Advantage+ features are worth testing. That said, it’s important to remember: AI isn’t a replacement for human creativity or strategy — at least not yet. It’s a powerful tool designed to enhance your work, not replace it.

TL;DR? Less manual work. Smarter campaigns. Better performance. Now’s a good time to give Advantage+ a serious look!

Pair AI Optimisation with Winning Creative — Powered by MagicBrief

Meta Advantage+ is changing how campaigns are built and optimised, but performance still starts with strong creative. That’s where MagicBrief comes in. We provide you the tools to create, organise, and launch high-performing ad creatives that pair perfectly with Meta’s automation.

Here’s how MagicBrief helps:

Ad Library: Browse thousands of top-performing ads from leading brands. Get inspired, spot trends, and understand what works in your industry. Then save, tag, and manage your ideas and assets in one place — perfect for solo marketers or teams.

Performance Insights: Compare the metrics that matter most across your campaigns. See what’s working, what’s not, and improve your creative strategy over time.