How does Meta’s Advantage+ Audience work?

Published: 27 May 2025

Meta first introduced Advantage+ Audience in 2023 as an AI-powered audience targeting feature. In this article, we’ll break down how Advantage+ Audiences work, how to set them up, and how to use them effectively in your advertising campaigns.

What is Meta’s Advantage+ Audience?

Meta created Advantage+ Audience to offer marketers smarter, more flexible, and result-driven ad targeting options. Unlike traditional audiences that rely on manual targeting criteria, Advantage+ Audiences use real-time behavioral signals to identify users who are more likely to engage with your ads and make the desirable conversion.

This advanced targeting system is built on AI-driven algorithms that analyze thousands of signals to predict which users will take action. Meta then autonomously finds the optimal audience for your campaign based on your objectives. Essentially, it’s an evolution of broad targeting, supercharged with artificial intelligence.

These AI models evaluate both past user behavior and potential future actions, allowing for predictive targeting on a much deeper level.

How to set up Advantage+ Audience in an ad set

Setting up Advantage+ Audience is simple and user-friendly. While you can still provide Meta with important signals — such as existing custom or lookalike audiences — the system does not allow strict manual constraints.

In other words, Advantage+ Audience gives you flexibility and power through machine learning, but it's not ideal for brands that require absolute control over targeting precision. However, it’s a strong choice for businesses willing to let AI optimize their reach and performance.

When creating a new ad set, you’ll notice that the traditional “Audience” panel has been replaced with the Advantage+ Audience option.

Steps to set up Advantage+ Audience:

  1. Choose your campaign objective (e.g., Sales, Leads, or Traffic).

  2. In the Audience section, select Advantage+ Audience.

  3. Optionally, add an existing custom or lookalike audience, or create a new one within the Advantage+ framework.

  4. Set targeting parameters like location, age, language, and audience exclusions (e.g., current customers) using the Audience Controls.

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Pros & cons of using Advantage+ Audience targeting

One of the main advantages of Advantage+ Audience is the time and budget efficiency it offers. You no longer need to manually define audience characteristics such as interests, age ranges, or custom audience segments. Meta automatically identifies the right audience based on the campaign goals you set.

Pros of Advantage+ Audience:

  • Saves time and effort

  • Can reduce ad spend wastage

  • Leverages AI to find high-performing users

  • Ideal for campaigns with broad targeting needs

Cons of Advantage+ Audience:

  • Limited control over who sees your ads

  • No visibility into the exact audience composition

  • Risk of audience overlap if running similar creatives across multiple campaigns

  • Lower suitability for highly specific targeting needs

When should you use Advantage+ Audience

Advantage+ Audience is particularly effective in awareness campaigns, where the main goal is to expand reach and increase brand recognition. It’s also a great choice when promoting products or services aimed at a broad, general audience without narrow demographic constraints.

In these scenarios, Meta’s AI can deliver impressive results by finding the right users based on predictive data. When combined with dynamic creatives or retargeting campaigns, Advantage+ Audience has shown to deliver higher ROAS (Return on Ad Spend) compared to traditional targeting methods.

Meta has published supporting statistics that demonstrate the improved performance of campaigns using Advantage+ Audience.

When to avoid using Advantage+ Audience

As mentioned earlier, Advantage+ Audience lacks granular control, making it less suitable for campaigns targeting highly specific buyer personas — such as B2B decision-makers or niche professionals like healthcare providers. In such cases, manual targeting is recommended to ensure greater accuracy.

Advantage+ Audience is a powerful tool for advertisers looking to harness automated optimization through Meta’s AI. However, it’s not a one-size-fits-all solution. It works best when your campaign structure is solid, your data inputs are clean, and your creatives and messaging are tailored for performance.

It can significantly enhance the performance of Meta Ads — but for advanced segmentation needs, traditional targeting methods still have their place in your digital strategy.

Want to learn more about Advantage+ Audience?

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