Planit’s take on the evolution of Metas Advantage + campaigns

Meta has officially doubled down on AI, and the result is a major transformation of its campaign structure, particularly Advantage+ Shopping Campaigns (ASC), which is now known as Advantage+ sales campaigns. Advantage+ Sales Campaigns are now the default campaign type for sales, app, and lead objectives.

This is part of Meta’s new streamlined setup that automatically applies AI powered optimisations when Advantage+ features like audience, placements, and budget are used.

This update is currently being rolled out across certain accounts but is expected to be across all accounts by summer.

At Planit, we’re not just watching these changes roll in, we’re adapting, testing, and evolving alongside them. This month, Meta’s updates represent more than just new features; they mark a shift in how we think about campaign structure, creative testing, and the role of human strategy in an AI-led ecosystem.

Here’s our take on what’s changing and what it means for you.

Advantage+ is no longer just a single ad set

Historically, ASC was a single ad set campaign with limited levers. That’s over.

Now, ASC supports multiple ad sets, giving advertisers more flexibility to segment audiences while still benefiting from Meta’s powerful AI optimisation. This is a game-changer for scaling efficiently without compromising on structure.

You can now:

• Segment by product categories, average order value (AOV) tiers, or funnel stage within ASC

• Exclude custom audiences for pure prospecting

• Set budgets at the campaign or ad set level

• Control placements

These changes give us the best of both worlds, the automation of Advantage+ with the strategic flexibility we’ve been missing.

AI is getting smarter and broader is better

Meta’s pushing for broad targeting powered by deeper user behavior insights, thanks to updates like the Andromeda expansion. It’s learning more about how users behave over time and using that context to serve better-matched ads.

The 50-conversion learning phase? Becoming less important. Signals from human-defined audiences? Less effective than creative and behavioral data.

At Planit, we’re embracing this shift,  leaning into broad targeting, using account-level exclusions, and letting creative variation do the targeting.

Creative Is Now the New Targeting

Meta is no longer just matching ads to audiences; it’s matching creative to people.

In fact, Meta recently shared that 56% of auction outcomes are down to creative. That’s a massive shift. What used to be driven by detailed audience segmentation is now being replaced by machine learning models that assess user behavior, engagement signals, and context, then serve the most relevant creative in real time.

What does this mean in practice? If your ads all look and sound the same, Meta has fewer opportunities to learn, match, and optimise. But if you give the system a rich bank of diverse creative, different hooks, formats, visuals, tones, it has the tools it needs to find the right person at the right time with the right message.

And the system rewards you for this.

Advertisers using AI enhancements (which enable Meta to auto-generate variations and format adjustments) are seeing up to 27% ROAS improvement. But many brands are still switching this feature off, unknowingly limiting delivery and performance.

At Planit, we see this as a major unlock:

• Creative is the new segmentation.

• Creative is the new targeting.

• And creative variation is the new budget efficiency lever.

From Lowest Cost to Highest Value

Meta is moving from just chasing conversions to chasing the highest-value conversions. The push? ROAS bidding inside ASC.

Instead of relying on lowest-cost or bid caps (which can limit high AOV sales), Target ROAS tells Meta to seek out more valuable transactions, even if they cost more.

We’re not taking a hard stance on one method. Instead, we’re continuing to test across bidding strategies, TROAS, cost cap, and lowest cost — to find what drives real results for each brand, budget, and buying journey.