Meta Advantage+ Ads:
Is It Really an Advantage for Your Business?
If you've logged into Meta Ads Manager recently, you might have noticed a big shift—manual ad setup is quietly disappearing, and Meta is pushing advertisers towards Advantage+ campaigns. Whether you’re running ads yourself or working with a partner, this update matters.
As a Facebook Ads Consultant, I want to break down what’s changing, how it affects your campaigns, and what you should be doing next.
What’s Happening?
Meta is rolling out Advantage+ as the default campaign type across ad accounts. That means fewer options for manual control and more automation powered by Meta’s AI.
If you’re still seeing the option to create manual campaigns, that’s temporary. These will soon be fully replaced by Advantage+ Shopping or Advantage+ Sales Campaigns.
You’ll also notice:
The familiar pixel is now referred to as a data set
Business Manager has been restructured into a Business Portfolio
Campaign structure is simplified—ad sets and ads are now bundled together
You’ll upload multiple creatives (images, copy, videos), and Meta decides the combinations to serve
The Benefits of Advantage+
Advantage+ can be a powerful tool—if you fall into the right category of advertiser. Here's who it's working well for:
1. Small Businesses and Solopreneurs
If you’re spending under £5K per month, Advantage+ reduces setup time and simplifies campaign management. It’s a great stepping stone between boosting posts and full campaign builds.
2. High-Spending Brands
For advertisers spending over £1M per month, Advantage+ performs strongly—if they’re feeding Meta’s algorithm clean, structured data and using well-optimised creatives.
The Downsides
For businesses in the middle (spending between £5K and £500K/month), Advantage+ is more of a mixed bag:
You lose granular control over targeting and ad combinations
Dynamic Creative Ads are being deprecated
Targeting becomes more of a suggestion than a setting
Meta decides which creative combinations to serve—sometimes without clear logic
How to Make It Work for Your Brand
If you want to make Advantage+ work for your campaigns, you’ll need to adapt:
Set Up Custom Events
Don’t just track general purchases—track conversions for individual products or collections. This gives Meta more relevant data to optimise with.
Clean Up Your Data
Ensure your pixel (now data set) is tracking properly, product feeds are correct, and events are firing consistently.
Use Full-Funnel Creative
Upload ads that speak to different customer journey stages—top, middle, and bottom of funnel. Meta will decide where and when they show.
Advantage+ is incredibly helpful for two extremes:
Small advertisers who want results without managing every detail
Large brands who have the data and infrastructure to support it
For everyone else, especially businesses in the £10K–£200K/month range, the trade-offs are significant. Less control can mean poorer performance—unless your tracking, creative, and strategy are solid.
Need Help Navigating These Changes?
If you’re unsure how to adjust your Meta Ads strategy or whether Advantage+ is right for you, I’d love to help.
I offer:
One-off power hours
Done-for-you campaign management
Run your own Meta Ads e-course which gives you a step by step guide to setting up your ad account using the latest Advantage+ set up.
More information about Meta’s Advantage+ Sales Campaigns