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Testing Meta's AI-powered Advantage+ Targeting: What We Learned and What to Expect

Search Engine Land Free Intermediate

An independently run test, not a Meta-sponsored case study, that puts Advantage+ Audience next to interest targeting inside the same campaign and reports the honest tradeoffs.

• Advantage+ audience delivered leads at roughly 20% lower cost, but those leads converted to qualified leads less efficiently in this B2B test.
• The fix was tightening qualification at the point of conversion (the form), not fighting the algorithm on targeting.
• Campaign Budget Optimization let Meta split spend between an Advantage+ and an interest-based ad set automatically, revealing which one it preferred.