Meta announced updates to Advantage+ in 2025, powered by AI. These changes are aimed at automating the setup of ad campaigns and reducing the need for manual management.

Advantage+ Shopping Campaigns (ASC+) is one of Meta’s fastest-growing AI products, showing 70% year-over-year growth in Q4 2024. Since the launch of Meta Andromeda, Advantage+ ad quality has improved by 8% due to more personalized display.

Meta is testing an updated Advantage+ campaign setup, and AI optimization will be available for campaigns for sales, app installs, and lead generation.

A special “Advantage+ enabled” tag will be added to campaigns that will use Advantage+ Audience, Placement and Campaign Budget. Advantage+ Shopping Campaigns will soon be renamed Advantage+ Sales Campaigns.

Advantage+ Leads Campaigns will also be available for lead generation, allowing advertisers to use automation to find quality leads.

Opportunity Score is a new feature in Ads Manager being tested by the company. This is a scale from 0 to 100 that will show how well a campaign is set up to maximize performance.

It comes with near real-time recommendations (how to change audience, budget, or ad format) that can improve a campaign in just a few clicks, including applying Advantage+.

Early tests have shown that advertisers who followed these recommendations reduced cost-per-result by an average of 5%.

In the coming weeks, some of the advertisers in the test group are going to get combined access to Opportunity Score and the updated Meta Advantage+ customization to evaluate how much it improves campaign creation and management.

In the future, Meta plans to integrate Opportunity Score with other Ads Manager tools to simplify the process of managing ad campaigns.

Read more: https://www.facebook.com/business/news/supercharge-performance-advantage-opportunity-score