In digital advertising, audience targeting has always been both an art and a science. But what if the science just got smarter – a lot smarter?
We’ve had clients ask us: “Is Meta’s Advantage+ audience actually any good?” And after managing hundreds of campaigns and watching results roll in – our answer is a resounding yes. In fact, we’d go as far as saying it’s becoming one of the most effective ways to target high-performing audience segments on Meta platforms.
Here’s why…
What is Meta’s Advantage+ Audience?
Meta Advantage+ Audience is part of Meta’s AI-powered suite of advertising tools that takes the guesswork out of audience targeting. Instead of manually selecting demographics, interests or behaviours, Advantage+ uses your historical performance data, real-time engagement signals and on-platform behaviour to serve your ads to the people most likely to take action.
In other words: you set the goals and guardrails – Meta’s AI does the rest.
So… how smart is it really?
From what we’ve seen across client campaigns, it’s pretty smart and it’s only getting smarter with every campaign you run.
Here’s why:
-
It learns from your past performance. The more data you feed it – via Meta Pixel, SDK events or conversion history – the better it gets at finding your ideal customer.
-
It adapts in real-time. Advantage+ dynamically shifts your targeting based on who’s converting now, not who you think will convert.
-
It’s efficient. You can launch campaigns with broad settings (like just location and age), and the AI will drill down to find the segments that are driving the best results.
We’ve seen performance steadily improve across client accounts as Advantage+ continues learning. Campaigns we’ve run through Advantage+ have delivered stronger results, lower CPAs and better return on ad spend with less manual adjustment.
Where Advantage+ Audience shines
-
Audience Expansion at Scale: Ideal for brands looking to grow beyond their niche.
-
Retargeting: Automatically zeroes in on high-intent users using pixel and app data.
-
Time-Saving: Spend less time building and refining audiences, more time on creative and strategy.
-
Data-Driven Decisions: Lets the algorithm optimise based on actual performance data – not assumptions.
Is it perfect? Not quite.
While we’re huge fans, Advantage+ isn’t for every situation.
If your brand has very specific audience needs (like a B2B company targeting C-suite executives in a niche industry), you might still prefer the control of manual targeting. Similarly, if you want to strictly allocate spend across geographic regions or placements, Advantage+ can sometimes go off-script.
And while the Advantage+ creative and placement features are getting better, they’re not quite as refined. We recommend keeping creative and placement strategy semi-manual if brand control is critical.
Keep in mind: Meta’s AI is brilliant – but not magical. It still needs you to guide the overall strategy.
We’ve entered a new era of marketing - one where your content is no longer just read by people. It’s interpreted by AI. From Google’s Search Generative [...]
For months, we’ve all been wondering what the future holds for Google Ads with AI Overviews and the new AI Mode changing the way people interact with [...]
It’s not your imagination - social media feels a little quieter these days. Posts that once racked up likes, comments and shares are now met with a [...]
Congratulations. You’ve already beaten the odds. On average, 8 out of 10 people will read the headline of a piece of content - but only 2 out [...]
AI tools like ChatGPT, Google Gemini and Perplexity are quickly becoming part of how people discover websites. Instead of searching Google directly, users are asking AI tools [...]
We often hear that attention spans are decreasing, particularly among Gen Z. Social media platforms like TikTok and Instagram are often blamed, with headlines suggesting that endless [...]
Google has started rolling out its brand-new AI Mode in countries like the United States, India, Canada and even New Zealand - but not yet in Australia. [...]
For years, Search Engine Optimisation (SEO) was the golden rule of digital marketing. Optimise keywords. Earn backlinks. Climb the rankings. But the way people find answers is [...]
When you see a paid ad, nine times out of ten, you're probably not clicking on it. Instead, you'll likely hop over to Google, search the brand [...]
In digital advertising, audience targeting has always been both an art and a science. But what if the science just got smarter - a lot smarter? We’ve [...]
We’ve entered a new era of marketing - one where your content is no longer just read by people. It’s interpreted by AI. From Google’s Search Generative [...]
For months, we’ve all been wondering what the future holds for Google Ads with AI Overviews and the new AI Mode changing the way people interact with [...]
It’s not your imagination - social media feels a little quieter these days. Posts that once racked up likes, comments and shares are now met with a [...]
Congratulations. You’ve already beaten the odds. On average, 8 out of 10 people will read the headline of a piece of content - but only 2 out [...]
AI tools like ChatGPT, Google Gemini and Perplexity are quickly becoming part of how people discover websites. Instead of searching Google directly, users are asking AI tools [...]
We often hear that attention spans are decreasing, particularly among Gen Z. Social media platforms like TikTok and Instagram are often blamed, with headlines suggesting that endless [...]
Google has started rolling out its brand-new AI Mode in countries like the United States, India, Canada and even New Zealand - but not yet in Australia. [...]
For years, Search Engine Optimisation (SEO) was the golden rule of digital marketing. Optimise keywords. Earn backlinks. Climb the rankings. But the way people find answers is [...]
When you see a paid ad, nine times out of ten, you're probably not clicking on it. Instead, you'll likely hop over to Google, search the brand [...]
In digital advertising, audience targeting has always been both an art and a science. But what if the science just got smarter - a lot smarter? We’ve [...]
