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Meta has announced updates to its Advantage+ system, powered by AI, in 2025. These changes are focused on automating ad campaign setup and reducing the need for manual management.
Advantage+ Shopping Campaigns (ASC+) is one of Meta's fastest-growing AI products, demonstrating a 70% growth year-over-year in Q4 of 2024. After the launch of Meta Andromeda, the quality of Advantage+ ads improved by 8% due to more personalized delivery.
Meta is testing an updated Advantage+ campaign setup, and AI optimization will be available for sales campaigns, app installations, and lead generation.
Campaigns using Advantage+ Audience, Placement, and Campaign Budget will feature a special “Advantage+ enabled” label. Advantage+ Shopping Campaigns will soon be rebranded as Advantage+ Sales Campaigns.
Advantage+ Leads Campaigns will be available for lead generation, allowing advertisers to use automation to find high-quality leads.
A new feature is also being tested in Ads Manager: the Opportunity Score. This scale, ranging from 0 to 100, shows how well a campaign is set up for maximum effectiveness.
It comes with real-time recommendations (such as how to adjust the audience, budget, or ad format), allowing you to improve the campaign with just a
