Meta is expanding its AI-powered advertising tools to help businesses get better results from their campaigns, with early tests showing significant cost reductions and performance improvements.
Details. Meta is rolling out these new features:
- A streamlined Advantage+ campaign setup that automatically applies AI optimizations to sales, app, and leads campaigns — removing the need for marketers to choose between manual or automated campaigns
- New Advantage+ leads campaigns specifically designed to help advertisers find high-quality leads more efficiently. Early tests show a 10% lower cost per qualified lead compared to campaigns without these AI features
- An expanded opportunity score system that gives advertisers a 0-100 rating on their campaign setup and provides actionable recommendations for improvement
Why we care. Meta is essentially democratizing its most advanced AI tools that were previously limited to specific campaign types, meaning you can now get the same powerful optimization features across all your campaigns (sales, app, and leads) without having to manually configure them.
Also the new streamlined setup removes the complexity of choosing between manual and automated campaigns, making it easier for you to leverage Meta’s best-performing AI features, regarldess of skill level.
The big picture. The company’s Advantage+ suite has become increasingly popular among marketers, with its shopping campaigns growing 70% year over year in Q4, according to Meta.
What’s next. Meta plans to integrate these features into Ads Manager later this year, combining AI optimizations with personalized campaign recommendations.
Between the lines. The move represents Meta’s continued push to automate and simplify its advertising platform while maintaining performance, as the company faces increasing competition in the digital ad space.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
