In this guide · 8 sections
Short answer
Advantage+ is Meta's set of AI automation for ads. Sales, leads and app campaigns start with it on: Meta finds the audience, picks placements and spreads budget. You keep account controls for locations, minimum age, excluded audiences and placements, and can turn individual parts off.
What Advantage+ is
Meta describes Advantage+ as a suite of products that uses AI to optimise campaigns in real time and match ads to the people most likely to act. There are two kinds, per Meta's Advantage+ features page:
End-to-end Advantage+ campaigns
Default for sales and leads- Applies AI across audience, placements and budget
- Available for sales, app promotion and leads objectives
- You still supply creative, conversion tracking and goals
Best for: Advertisers with working conversion tracking who want Meta to do most of the targeting.
Single-step Advantage+ features
- Pick individual automations: Advantage+ audience, placements, creative, campaign budget
- Usable in more campaign types
- More manual control over the rest
Best for: Retargeting, tightly defined audiences, or testing one automation at a time.
Meta's Advantage+ campaign experience page notes that manual campaign features are still available, and that campaigns with Advantage+ off can still benefit from broad settings. Special ad category and pharmaceutical campaigns may not have all features.
What Advantage+ automates
| Area | What Meta automates | What you provide |
|---|---|---|
| Audience | Finds people likely to act, using past conversions, Pixel data and ad interactions | Optional suggestions such as interests or a customer list |
| Placements | Chooses where ads appear across Meta's placements, such as Facebook and Instagram feeds, Reels and Audience Network | Exclusions through account controls if needed |
| Budget | Campaign budget moves spend between ad sets to the best results | Total budget and optional spending limits |
| Creative | Advantage+ creative can adjust images, video and text, some with generative AI | Several varied creative assets and on/off choices per enhancement |
Meta's Advantage+ audience page recommends A/B testing it for almost all campaign types, but says it is not recommended for retargeting campaigns. If your goal is reaching people who already visited your site, use a manual audience.
What turns Advantage+ off
Meta's page what turns Advantage+ on and off lists the settings. Turning a part off is not wrong; it just means that part is no longer fully automated.
- Budget: off if you have several ad sets and do not use a campaign budget. On with a campaign budget, including optional spending limits.
- Audience: usually off if you use "Further limit the reach of your ads" and untick "Use as a suggestion". You can raise the minimum age up to 25 or exclude a custom audience and stay on.
- Placements: off if you exclude placements in any ad set, or opt out of mobile or desktop.
- Account controls do not affect a campaign's Advantage+ state.
Controls you keep: account controls and brand protection
Meta's account controls apply to every campaign in the ad account, including Advantage+ ones. Meta says it is introducing the feature gradually, so it may not appear in every account yet. Changes to existing campaigns can take up to 48 hours.
Account controls to set before using Advantage+
Reporting caveats with Advantage+
Because Meta chooses the audience, the usual "which interest worked" reports are less meaningful. Plan your reporting differently:
Set audience segments
In Advertising settings, define Engaged audience and Existing customers using custom audiences. Meta then breaks down sales campaign results into new, engaged and existing customers.
Check conversion tracking
Advantage+ learns from your Pixel and Conversions API events. Duplicate or missing events teach it the wrong thing.
Watch new versus existing customers
An automated campaign can find many existing customers who would have bought anyway. The segment breakdown shows how much spend went where.
Treat opportunity score as advice, not a result
Meta says opportunity score does not reflect your actual or future performance.
Compare against your own sales data
Check leads or orders in your CRM or store, not only the numbers in Ads Manager.
Meta's Advantage+ sales campaign page says advertisers using these campaigns saw an average 9% improvement in cost per conversion. That is Meta's own figure across advertisers; your result depends on your tracking, creative and budget.
Is Advantage+ right for a small advertiser?
Advantage+ usually suits you if
- Conversion tracking is working and you get regular conversions
- You can supply several different images and videos
- You sell to a broad market in Singapore
- You do not have time to manage many ad sets
Prefer manual settings if
- You are running retargeting campaigns
- Your offer suits a narrow, well-defined group
- You have very few conversions to learn from
- You must control exactly where ads appear
Budget still matters with automation. Our guide to setting a Meta ads budget when starting small covers the learning phase and test length, and choosing Google Ads management in Singapore covers search ads.
Do it yourself or get help?
Setting account controls and audience segments takes half an hour in Advertising settings. Clean conversion tracking is the part most small accounts get wrong, and Advantage+ depends on it.
Our Meta Ads Setup (S$590) sets up the ad account in your name, the Pixel and Conversions API with key events tested, and one campaign with three to five creatives. Ads Management Starter (S$390 a month) runs one platform for ad spend up to S$3,000 a month with weekly optimisation and a monthly report. IT Sorted is a Singapore-based team of developers with over 10 years of experience; you pay upfront, send the brief in writing and follow progress on your order page.
Frequently asked questions
It is a campaign set up so that Meta's AI handles audience, placements and budget allocation together. In Ads Manager, campaigns with the sales, leads or app promotion objective start in the Advantage+ setup. Meta says its most advanced optimisations apply when a sales campaign uses Advantage+ audience, placements and budget.
Yes. Meta says you can exclude a custom audience, such as existing customers, or raise the minimum age up to 25 without turning Advantage+ off. Account controls also let you exclude certain audiences for brand protection, exclude your own employees and limit locations across the whole ad account.
No. Meta's Advantage+ audience page says it is not recommended for retargeting campaigns. Retargeting aims at people who already interacted with you, so a defined custom audience works better. For prospecting campaigns, Meta recommends A/B testing Advantage+ audience.
Yes. Placement controls in your ad account's Advertising settings let you exclude Audience Network, Facebook Marketplace and the Facebook right column for all campaigns. Excluding placements inside an individual ad set also works, but it switches that campaign's placements to Advantage+ off.
It can, if Advantage+ creative enhancements are on. Meta says media and text may be adjusted to improve performance, and some enhancements use generative AI, such as adding overlays, animation or music. You can review and switch off individual enhancements when creating the ad.