Meta has introduced new updates to its AI-powered Advantage+ advertising suite, making it easier for businesses to optimise campaigns with minimal manual effort. The latest changes include a streamlined campaign setup, an expansion into lead generation, and a new Opportunity Score feature designed to improve performance.

For marketers looking to increase efficiency and drive better results, these updates could provide valuable tools to enhance Meta ad campaigns. Here’s what you need to know.

A Simplified Campaign Setup for Better Performance

Meta is removing the need for advertisers to choose between manual and Advantage+ campaigns by introducing a unified setup. Now, all sales, app, and lead generation campaigns can benefit from AI-powered optimisations.

This change means that businesses no longer have to manually adjust targeting, placements, or budgets. Instead, Meta’s AI will analyse data in real time and make adjustments to maximise performance. Campaigns that use Advantage+ audience, placement, and budget settings will also be marked with a new “Advantage+ On” label, providing visibility into when AI is being applied.

With fewer manual decisions required, businesses can now focus more on strategy while allowing Meta’s AI to handle the details of audience targeting and ad delivery.

AI-Powered Lead Generation to Improve Efficiency

Advantage+ is expanding beyond eCommerce and app promotion to include lead generation. The new Advantage+ leads campaigns use AI to help businesses find and convert high-quality leads more efficiently.

Early tests show that campaigns with Advantage+ enabled achieved a 10% lower cost per qualified lead compared to those without AI optimisation. This could be particularly beneficial for industries that rely heavily on lead generation, such as financial services, real estate, and B2B marketing.

With AI identifying the most relevant audiences and optimising delivery, businesses can potentially lower acquisition costs while improving lead quality.

Opportunity Score: A New Tool for Campaign Optimisation

Meta is also rolling out a new feature called Opportunity Score, designed to help advertisers assess how well their campaigns are set up for success.

The Opportunity Score provides a 0-100 rating based on campaign effectiveness, along with real-time recommendations to improve performance. These suggestions might include applying AI-powered Advantage+ features, adjusting audience targeting, or refining budget allocations.

Early testing has shown that advertisers who followed Opportunity Score recommendations saw a 5% median decrease in cost per result. By offering immediate, data-driven feedback, this tool could help businesses fine-tune their campaigns and achieve better outcomes with minimal effort.

How These Updates Impact Marketers

The rapid adoption of AI-driven advertising solutions suggests that automation is becoming an essential part of digital marketing. Advantage+ shopping campaigns grew by 70% year-over-year in Q4, indicating strong performance and increasing trust in Meta’s AI-powered tools.

With the latest updates, businesses can expect:

• Simplified campaign management by removing the need to choose between manual and automated setups
• Lower costs and improved efficiency with AI-driven lead generation and ad optimisation
• Actionable insights and real-time improvements through the new Opportunity Score tool

For marketers who are hesitant to rely entirely on AI, a hybrid approach could be the best strategy. Using Advantage+ automation while maintaining oversight ensures that campaigns stay aligned with business goals and brand messaging.

Is Now the Time to Embrace Meta’s AI?

Meta’s AI is designed to analyse vast amounts of ad performance data, allowing it to identify trends and optimise campaigns more effectively than manual approaches. While some marketers may be cautious about handing control over to automation, the data suggests that Advantage+ can deliver stronger results with less effort.

Testing these new features and gradually incorporating AI-driven optimisations into campaigns could be a smart move for businesses looking to stay ahead in an increasingly automated digital landscape.

Meta’s latest updates reinforce its commitment to AI-driven advertising, providing businesses with more tools to improve efficiency and performance. With a streamlined campaign setup, expanded lead generation capabilities, and a new performance scoring system, now is the time to experiment with these innovations and see how they can enhance your advertising strategy.