Meta Expands Advantage+ AI Ad Targeting Features
As AI continues to advance, platforms like Meta are leveraging its capabilities to enhance their products, optimize advertising performance, and drive greater efficiency for businesses. Meta is rolling out enhanced AI-driven advertising tools designed to help businesses achieve better campaign outcomes. Early testing has shown these updates can significantly reduce expenses while improving overall campaign performance.
Key Updates:
Simplified Advantage+ Campaign Setup
Meta is introducing an improved Advantage+ campaign process that automatically applies AI optimizations to sales, app, and lead campaigns. This eliminates the need to manually choose between automated and manual setups, shifting most targeting decisions to AI. When using Advantage+ audience, placement, and budget, AI-driven enhancements will be applied by default. Businesses will also see clear indicators of where Advantage+ can assist in their campaign setup.
New AI-Powered Lead Generation Campaigns
Advantage+ leads campaigns help advertisers generate high-quality leads more efficiently. These AI-driven campaigns have shown a 10% reduction in cost per qualified lead compared to non-AI-powered campaigns, making it easier to connect with the right audience at a lower cost.
Expanded Opportunity Score System
Meta is introducing a new scoring system that rates campaign setups on a scale from 0 to 100. The score aims to provide immediate feedback on campaign set-up to help optimize results. Advertisers will receive actionable insights and recommendations to enhance performance. Early results have shown this feature has led to a median 5% reduction in cost per result.
What This Means for Irish Advertisers
Meta is making its most advanced AI tools more accessible, allowing advertisers of all experience levels to benefit from automated optimisation across all campaign types. This reduces the complexity of ad setup, ensuring advertisers can reach the right audience—even without extensive targeting knowledge. These updates have shown reduced cost per qualified lead and lower cost per result, proving beneficial in helping businesses connect with high-quality leads more efficiently. With Advantage+ shopping campaigns growing 70% year-over-year in Q4, retailers have an opportunity to scale their online sales and compete with larger brands. As Meta continues integrating AI into Ads Manager, Irish advertisers will gain access to even more advanced tools, allowing them to stay ahead of digital marketing trends with automated, data-driven campaign recommendations, drive better results, and remain competitive in an evolving ad landscape.
Sources
https://searchengineland.com/meta-advantage-campaign-setup-leads-campaigns-451713
https://www.socialmediatoday.com/news/meta-advantage-plus-ad-updates-february-2025/739472/
https://www.facebook.com/business/news/supercharge-performance-advantage-opportunity-score
