Introduction: The Rise of Automation in Facebook Ads
Running profitable Facebook ads has always involved endless testing: which audience works best, which placements convert, which ad creative wins. In 2025, Meta is pushing automation further than ever with Advantage+ campaigns — AI-powered campaigns designed to remove guesswork and maximise results. But what exactly are Meta Advantage+ campaigns, and how can your business use them effectively?
What Are Meta Advantage+ Campaigns?
Meta Advantage+ is a campaign type in Ads Manager that uses AI and machine learning to handle almost every element of campaign setup. Unlike manual campaigns where you choose targeting, placements, and budget allocation, Advantage+ automates:
-
Audience targeting: Uses Meta’s algorithm to find people most likely to convert.
-
Placements: Automatically delivers ads across Facebook, Instagram, Messenger, and Audience Network.
-
Creative combinations: Tests different ad assets (images, videos, copy) and serves the best-performing versions.
-
Budget optimisation: Adjusts spend across ad sets to maximise ROI.
Think of Advantage+ as Meta’s answer to Google’s Performance Max campaigns. Both rely on AI to broaden reach and optimise in real time.
Types of Advantage+ Campaigns
Currently, there are two main types:
-
Advantage+ Shopping Campaigns – Designed for eCommerce brands, focusing on product catalogue sales.
-
Advantage+ App Campaigns – For driving app installs and engagement.
Even if you’re not in eCommerce, service businesses can still take advantage of Advantage+ features by enabling Advantage+ placements, targeting, and creative options within standard campaigns.
The Benefits of Using Meta Advantage+ Campaigns
-
Speed: Campaigns can be launched faster with fewer manual settings.
-
Efficiency: Meta’s AI tests thousands of targeting and creative combinations in real time.
-
Scale: Great for businesses that want to run larger campaigns without micromanaging.
-
Lower learning curve: Easier for beginners who don’t fully understand manual campaign structuring.
The Drawbacks You Need to Know
-
Less control: You can’t fine-tune targeting or placements the way you can in manual campaigns.
-
Learning phase dependence: Results may fluctuate while the algorithm gathers data.
-
Transparency: Limited visibility into why the AI chose certain placements or audiences.
This makes Advantage+ best suited for businesses that already have strong creative assets and want to let Meta optimise distribution.
How to Use Advantage+ Campaigns Effectively
-
Provide strong creative assets – AI can’t fix weak ads. Upload high-quality videos, images, and ad copy.
-
Give the campaign time – Don’t judge too quickly. Allow 2–4 weeks for the algorithm to optimise.
-
Track results beyond clicks – Focus on leads, appointments, or sales, not just CTR.
-
Combine with retargeting – Use manual retargeting campaigns alongside Advantage+ to re-engage warm prospects.
Quick Wins You Can Apply Today
-
Test Advantage+ placements in your next campaign to see how automation performs.
-
Use Advantage+ creative combinations to let Meta test different ad variations for you.
-
If you’re in eCommerce, trial an Advantage+ Shopping Campaign and compare it with your manual campaigns.
-
Always keep manual campaigns running too — so you can benchmark results.
Bringing It All Together
Meta Advantage+ campaigns represent a major shift toward AI-driven advertising. For service-based businesses, they offer a faster, more efficient way to run ads at scale, but they work best when paired with a strong creative strategy and smart retargeting.
At My Media Agency, we help businesses combine automation with proven ad strategies, so you get the best of both worlds: AI efficiency and human creativity.
Outbound Link: Meta Business – Advantage+ Overview