Meta has introduced new artificial AI tools in its Advantage+ for advertisers. The company is testing a streamlined campaign setup, adding an "Advantage+ on" label, rolling out Advantage+ leads campaigns, and expanding the opportunity score tool to more businesses.

Advantage+ campaign setup

The company is testing a new campaign setup that removes the need for advertisers to choose between manual and automated Advantage+ shopping campaigns. The company says all sales, app, and lead campaigns will now benefit from AI-powered optimizations by default.

New Advantage+ ‘on’ label

Meta is adding an "Advantage+ on" label to campaigns to indicate when AI-driven optimizations are active. This label will appear when advertisers use AI-powered tools such as Advantage+ audience, placement, and campaign budget.

Renaming Advantage+ shopping campaigns

According to the update, Meta will rename its Advantage+ shopping campaigns to Advantage+ sales campaigns. The company says this change will reflect the variety of advertisers that can benefit from the tool.

Advantage+ leads campaigns

Meta is launching Advantage+ leads campaigns, allowing advertisers to automate lead generation with AI. The new streamlined setup is also being tested for this campaign type.

Expansion of opportunity score

The company's opportunity score feature in Ads Manager will also see an expansion. According to Meta, the tool provides advertisers with a 0-100 score to help assess how well their campaign is set up. Advertisers will also receive “near real-time recommendations” to improve their campaigns, including suggestions to use AI-powered Advantage+ tools.

In the coming weeks, Meta says some advertisers in its test group will see opportunity score recommendations alongside the new streamlined Advantage+ setup. The company is testing whether this combination provides a stronger foundation for campaign management.

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