Advantage+ leverages powerful machine learning and artificial intelligence to streamline the ad creation process, audience targeting, ad placement, and budgeting, with the overarching goal of improving ad performance and simplifying campaign management.

What Is Meta Advantage+?

Advantage+ is a tool from Meta that helps you run ads automatically using AI.

It takes care of things like who sees your ads, where they show up, and how your budget is spent.

All you need to do is upload your images, videos, and text, pick a goal like getting more purchases, and Meta handles the rest.

Meta Advantage+ is designed specifically to help advertisers automate and optimize their campaigns on Facebook and Instagram, all from a single set of tools, which we’ll explore more below.

Who Should Use Advantage+

Advantage+ is designed for ALL advertisers on Meta!

So whether you’re:

• A new eCommerce brand looking to drive conversions.

• An existing SMB looking for better ad performance without complicating your management process.

• An app developer that wants to generate more downloads and better engagement.

• An advertising agency who’s managing a handful of clients and that needs a way to scale your operations…

Either way you can use Meta Advantage+ for your campaigns.

Types of Meta Advantage+ Tools

Because Advantage+ is designed for a wide range of advertisers, it offers a wide range of tools to help you with virtually ANYTHING you might need help with.

The following tools are just a handful of AI-powered solutions you’ll find in Advantage+.

Advantage+ Shopping Campaigns

Shopping campaigns is one of the best tools you could imagine for eCommerce brands that want to maximize conversions, without an overly complicated setup.

Basically, instead of manually creating multiple ad sets with different targeting, placements, and creatives, Shopping Campaigns does it all for you. In other words, this tool automatically creates your ad sets, and optimizing your audience targeting and ad placement.

Shopping Campaigns tests and delivers your best performing ad creatives, optimizing your delivery settings, and dynamically adjusts your targeting options to target and find high-intent, ready-to-buy shoppers.

Ultimately, brands can target a number of conversion signals like purchases or add-to-cart actions, and streamline their whole ad creation process.

And the best part is that you’ll still have control over your campaign budget, product catalog, some of the creative assets used in your ads, and your country/location settings.

Advantage+ Audience

While Lookalike Audiences is a great tool, Advantage+ Audience gives Meta’s algorithm more control over who sees your ads.

So instead of using rigid, manually-created audience definitions, Audience uses signals like user behavior, interest, and purchase history to find people who are more likely to buy from your brand.

Overall, this is a more hands-off approach to optimizing your audience preferences. You’ll get get wider reach and better efficiency, simplified campaign setup, faster learning and optimization, and better results when run at scale.

But all that does come with a few trade-offs, such as:

• Less transparency and an inability to see who’s viewing your ads

• Limited testing and the inability to run strict A/B tests

• Diluted reach since Meta’s broad targeting isn’t ideal for niche products or offers.

Advantage+ Placements

Placements automatically optimizes where your ads appear across Meta’s platforms.

Instead of manually selecting placements (e.g., Instagram Feed only), this feature allows Meta to decide in real time where your ads are most likely to perform best, based on your campaign objectives, audience behavior, and creative formats.

Basically, Placements automatically tests your ad across ALL available placement options and then automatically allocates more of your budget to placements that generate the best results.

This helps to optimize both ad delivery and cost-efficiency all in one stroke. So obviously, Placements is a great tool for brands that want less of a hands-on campaign, while also saving money and optimizing their ad spend.

But you shouldn’t use Placements if:

• You have creatives designed specifically for certain placements (e.g., a square video made only for Instagram Feed). It might look awkward when placed elsewhere.

• Have high-end or luxury products that you don’t want appearing in low-cost placements, like video game ads, for example.

• You want to run A/B test to compare performance across platforms.

• If your audience is mostly only active on a single platform.

Advantage+ Creative

Advantage+ Creative automatically enhances your ad creative to improve performance across different placements and audience segments.

It uses AI to make subtle yet powerful adjustments—like cropping, image enhancements, and text layout—without needing to manually design dozens of variations for each format.

Ultimately, it’s designed to help you get better results and ensures your ads look polished and relevant no matter where they're shown.

Creative is a great tool, but it’s not a set-it-and-forget-it solution and there certainly are some limitations to using it.

For instance, advertisers won’t always get to see or approve the ad variations Meta generates. Automatically cropping might not always frame your ad properly, especially when you’re showing visuals with text.

And finally, you might get inconsistent branding across different ad placements—IE, Creative might apply some enhancement that look great in stories, but that will look sloppy or ill-fitted in Feed or Reels.

Benefits of Using Advantage+

As you can see, Meta Advantage+ offers advertisers a whole slew of powerful AI tools to streamline their ad creation process and optimize how those ads get shown to potential customers.

• Simplified Campaign Setup - Meta Advantage+ makes it easy to launch campaigns, especially for advertisers with large product catalogs. It’s designed for automatically creating optimized ad combinations, and reducing the need for multiple ad sets or manual segmentation.

• Performance Gains from Automation and AI - Meta’s AI continuously learns and adjusts in real time, using conversion signals to optimize targeting, creative, and placements—driving higher ROAS and lower acquisition costs.

• Time Saved on Manual Optimization - With automated audience targeting, bidding, and creative testing, advertisers spend less time managing campaigns and more time focusing on strategy and growth.

• Improved Personalization and Delivery Efficiency - Advantage+ uses real-time data to deliver the most relevant creative to each user, ensuring your ads reach the right audience in the most effective format and placement.

Ultimately, Advantage+ helps advertisers scale campaigns more efficiently, while also reducing wasted ad spend, and maximizing ROAS. Talk about a win-win, right!?

Common Use Cases for Advantage+ in Ecommerce

Obviously, there are many use cases for using Advantage+, but for eComm brands, it’s an ideal suite of tools for:

• Prospecting Campaigns with Large Catalogs - For brands with hundreds or thousands of SKUs, manually building ad sets for each product or audience is time-consuming and inefficient. Advantage+ can simplify this by using your product catalog to dynamically generate ad creatives and match them with high-intent shoppers.

• Retargeting Campaigns with Dynamic Product Ads - Advantage+ excels at retargeting by dynamically showing users the exact products they viewed, added to cart, or interacted with on your website or app. In other words, it shows your potential customers the ads and products that they actually want to see!

• Scaling Campaigns Across Markets or Languages - If you're advertising in multiple countries or regions, Advantage+ can simplify localization and scaling without needing separate campaigns for each market. So you can maintain a global reach AND local relevance without having to manually manage multiple ad sets, budgets, or creatives per market.

Short summary - Advantage+

Meta Advantage+ offers eCommerce brands a powerful way to simplify and supercharge their advertising efforts.

Whether you’re managing large catalogs, scaling campaigns across markets, or retargeting potential buyers, Advantage+ provides pretty much every tool you could ever dream of to help you reach the right audience with personalized ads at scale.

Ultimately, by leveraging AI-driven automation this powerful suite of tools helps advertisers and agencies deliver better results faster—saving time and maximizing return on ad spend.

Discover how Meta DCO dynamically personalizes your ads for better results here.