Article

Test Results: Advantage+ Audience vs. Detailed Targeting and Lookalikes

Jon Loomer · Jon Loomer Digital Free Advanced

Jon Loomer actually ran the A/B test rather than repeating platform talking points, so this is one of the few sources with real, disclosed numbers behind the advice.

  • Loomer ran Advantage+ Audience against detailed targeting and lookalikes in a controlled test.
  • He found no meaningful evidence that manual interest or lookalike restrictions improved delivery over Advantage+ Audience.
  • His conclusion: stop babysitting targeting inputs and put that time into creative instead.
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The question it answers

  1. Should I use detailed interest targeting or go broad with Advantage+?

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  3. Documents Meta's own mid-2025 move to fold many interest categories into broader groupings, the exact policy shift pushing... Meta Business Help Center Article Updates to Detailed Targeting Meta
  4. Meta's own free training walks through setting up an Advantage+ Sales campaign end to end, worth doing before you touch Ads... Meta Blueprint Course Maximize Performance with Advantage+ Sales Campaigns Meta
  5. Broad and Advantage+ only work as well as the purchase signal you feed them, this is the reference for getting Pixel and... Meta for Developers Article Conversion Tracking (Meta Pixel Documentation) Meta
  6. A practical, opinionated playbook for what to actually set (and skip) in Ads Manager today, from someone who has been publicly... Jon Loomer Digital Article How to Approach Meta Ads Targeting Now: A Detailed Guide Jon Loomer
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