Advantage+ Updates: What’s New in 2025?

Meta has rolled out new AI-powered tools in Ads Manager designed to streamline campaign setup, improve lead generation, and provide better optimization insights. With enhancements like a more intuitive Advantage+ campaign setup, Advantage+ leads campaigns, and an expanded opportunity score feature, advertisers have more access to automation and data-driven recommendations to drive better performance.

So, what do these updates mean for campaign management, performance, and testing? Let’s break them down.

Advantage+ Leads Campaigns: B2B vs. B2C Potential

One of the most notable updates is the launch of Advantage+ leads campaigns, aimed at helping businesses find high-quality leads through AI-driven optimizations. However, its impact will likely vary depending on whether you’re in B2B or B2C.

While B2C marketers will likely see faster results—given Meta’s robust consumer data—B2B lead generation might face some hurdles. Unlike LinkedIn, where professional information is frequently updated, Meta users don’t prioritize keeping their job titles and company details current. This could make targeting the right decision-makers more challenging.

That said, creative targeting strategies—leveraging custom audiences, CRM data, company lists, and engagement signals—could make this a viable tool for B2B brands willing to experiment. If lead gen is a key goal, it’s worth testing, especially for mid-funnel offers that introduce prospects to your brand.

Which Update Will Save the Most Time?

For campaign management and efficiency, the streamlined Advantage+ campaign setup will likely be the biggest time-saver. The improved setup process simplifies campaign creation, shifting the focus from tedious manual setup to quality assurance (QA) and testing.

While this is great for scaling campaigns quickly, a strong QA process remains essential—especially for teams that rely on controlled testing environments. The increased automation means advertisers need to be extra diligent in reviewing placements, audience targeting, and budget allocation before launching.

What Update Could Have the Biggest Performance Impact?

The opportunity score expansion is one of the most intriguing updates, potentially offering data-backed recommendations to improve campaign results. If executed correctly, this tool could help advertisers identify gaps and optimization opportunities they may have overlooked.

However, the success of opportunity score depends on how customizable and editable these recommendations are. Many automated suggestions don’t always align with specific business goals, and not all advertisers have the flexibility to apply changes instantly. That said, this feature could serve as an excellent starting point for testing new strategies, helping advertisers pinpoint areas for potential improvement.

Any Updates We’re Less Excited About?

While Advantage+ leads campaigns hold promise, they may not be relevant for all advertisers. For B2B-focused brands, the challenge of sourcing accurate professional data on Meta could limit effectiveness. Similarly, businesses without a lead generation strategy may not have an immediate use case for this feature. However, for brands with mid-funnel offers looking to expand their channel mix, it’s worth testing.

The February 2025 Advantage+ updates introduce valuable AI-powered enhancements that aim to improve efficiency, scalability, and optimization within Ads Manager. The streamlined campaign setup will help advertisers save time, the opportunity score expansion could refine performance, and the Advantage+ leads campaign presents new targeting opportunities—particularly for B2C brands.

While some features may require more customization to be truly effective, these updates signal Meta’s continued push toward AI-driven advertising. The key takeaway? Test strategically, review recommendations carefully, and always prioritize QA before implementing changes.

What updates are you most excited to try? Let us know how you’re approaching these new Advantage+ features!