Meta Expands AI-Powered Advantage+ Ad Tools With New Features

Meta is rolling out updates to its Advantage+ AI-driven ad system, introducing new tools aimed at simplifying campaign management and improving performance through automation. The enhancements, announced this week, expand Advantage+ across more campaign types and introduce performance insights to help advertisers optimize their strategies.

One major change is a streamlined campaign setup, removing the need for marketers to choose between manual and Advantage+ campaign types. Instead, the platform will automatically apply AI-driven optimizations to audience selection, ad placements, and budget distribution. To highlight where these optimizations are in effect, campaigns will now display an “Advantage+ On” label.

Meta is also rebranding Advantage+ shopping campaigns as Advantage+ sales campaigns to emphasise their broader applicability beyond e-commerce. Additionally, the AI-powered system is being extended to leads campaigns, helping advertisers identify high-quality prospects more efficiently. Meta claims that early tests of Advantage+ leads campaigns have resulted in a 10% lower cost per qualified lead.

Another key addition is the Opportunity Score, a 0-100 rating system within Ads Manager that evaluates campaign setup and suggests optimizations. Meta says advertisers who adopted the score’s recommendations saw a 5% decrease in cost per result during initial testing.

Meta’s Advantage+ model has been gaining traction, with the company reporting a 70% year-over-year growth in its use. As AI-driven ad targeting continues to evolve, these updates reinforce Meta’s push toward automated solutions, giving advertisers more tools to improve performance while relying on the platform’s vast data insights.