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Meta Advantage+ in 2026: Creative vs Sales Campaigns, and What You Still Feed It

Short answer: Meta Advantage+ is Meta's set of AI automations for campaigns and creative. In 2026 a sales, app or leads campaign counts as Advantage+ on only when its budget, audience and placements are all on, and since 6 Oct 2026 Advantage+ creative can turn your static images into video. It still starts from the images you upload.

Simon Beno Simon Beno 12 min read

Meta Advantage+ in 4 facts

  • A sales, app or leads campaign is Advantage+ on when campaign budget, audience and placements are all on; narrow one too far and that section shows Advantage+ off (Meta Help Center).
  • Meta renamed Advantage+ shopping campaigns to Advantage+ sales campaigns on 6 Feb 2025 (Meta).
  • Since 6 Oct 2026, Advantage+ creative can generate video from your existing static images, and Meta calls the feature generally available; catalog product video is in beta for eligible advertisers (Meta).
  • Every Advantage+ creative enhancement starts from media you upload (Meta Help Center).
Which setup fits your account? Answer 4 questions

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The parts of Advantage+: what each automates and how to switch it off

Checked 20 Oct 2026

Meta Advantage+ is "a suite of products" that uses AI to optimize campaigns in real time (Meta). Each part below does one job, and each can be on or off on its own. The same table holds if you searched for Advantage+ audience, placements or catalog ads. Meta's own Help Center is the source for every row (on and off, features, budget).

Part What it automates What you still supply On by default What turns it off
Sales, app and leads campaigns AI across the whole campaign An objective, a conversion signal, the ads Yes, the recommended setup for these 3 objectives Any one of budget, audience or placements set to Advantage+ off
Campaign budget Splits the budget across ad sets The total budget; optional spending limits per ad set Yes Several ad sets without campaign budget
Audience Finds the people, using your settings as suggestions Suggestions, exclusions, an age floor if needed Yes "Further limit the reach of your ads" with "Use as a suggestion" unchecked. An age floor up to 25 or excluding a custom audience keeps it on
Placements Picks feeds, Stories, Reels and other places Media that fits those placements Yes Excluding any placement, or opting out of mobile or desktop
Creative Adjusts and varies your images and videos per viewer The images, videos and text Some enhancements are on by default Turn each enhancement off in the ad's creative settings
Catalog ads Shows each person products from your catalog A product catalog Only when you use a catalog Leave the catalog out of the ad

Account-level controls, such as a minimum age for the whole ad account, do not change a campaign's Advantage+ state (Meta Help Center). Special ad category and pharmaceutical campaigns may not get every Advantage+ feature.

Meta's rules for when each section shows Advantage+ on or off.

What changed, Feb 2025 to Oct 2026

  1. 6 Feb 2025: shopping becomes sales

    Meta renamed Advantage+ shopping campaigns to Advantage+ sales campaigns "to better reflect the full range of advertisers that can benefit from this product" (Meta).

  2. 3 Jun 2025: one Advantage+ setup

    Sales and app campaigns got one Advantage+ setup: Advantage+ is on when campaign budget, audience and placements are on (Meta for Developers).

  3. Sept 2025 to Q1 2026: old campaign type closed

    From API v24.0, new shopping campaigns could not be made on that version; from v25.0 they cannot be made or updated on any version, and v26.0 blocks edits to the old ones (Meta for Developers, docs).

  4. 6 Oct 2026: video from static images

    Advantage+ creative can generate video from existing static images, now generally available. Catalog product video is in beta for eligible advertisers (Meta).

Meta, 6 Feb 2025: the rename.
Meta, 6 Oct 2026: video from static images.
Meta for Developers: the old shopping campaign API closes from v25.0.

Advantage+ sales campaigns (formerly shopping campaigns)

Advantage+ sales campaigns are the old Advantage+ shopping campaigns under a new name, and a sales campaign is Advantage+ on when its budget, audience and placements are all on. Meta says advertisers using them "saw 9% improvement in cost per conversion, on average", and its first best practice for creative is "a wide variety of diverse creative assets" (Meta Help Center).

People still search for the old name far more: "meta advantage+ shopping campaigns" gets about 200 searches a month in the US against 20 for "meta advantage+ sales campaigns" (Ahrefs, Oct 2026). Both names mean the same campaign. We covered where Advantage+ sits inside Ads Manager in our guide to Meta's AI ads manager.

Meta's own figure for Advantage+ sales campaigns.

When a sales campaign works, and when it does not

When it works best

You optimize for purchases and get about 50 results a week or more, so the ad set can leave the learning phase (Meta Help Center).

When it is not the right fit

You must narrow the audience, for example retargeting, which Meta does not recommend for Advantage+ audience (Meta Help Center).

Advantage+ creative: what Meta does to one static ad

Advantage+ creative takes the image you upload and makes versions of it for each viewer. Meta's Help Center lists 27 enhancements; these four act on a single static image (Meta Help Center). Since 6 Oct 2026, Advantage+ creative can also generate video from existing static images (Meta). All of them start from your image.

  • Add animation: adds panning, zooming and rotating to an image and turns it into a short video.
  • Visual touch-ups: crops or expands an image to fit more placements, with generated pixels.
  • Image generation: makes new versions of a product image or a full image, with text and logo overlays.
  • Enhance media text: rewrites the text on the image for each viewer; the picture stays the same.

Images made or heavily edited with Meta's generative AI tools may carry an "AI info" label, and special ad categories, financial services and health ads may not get every generative feature yet (Meta Help Center).

We covered one more Advantage+ creative setting, product browsing, in Meta product browsing.

Add animation works on single image ads only.

Advantage+ audience and placements: when to keep control

Advantage+ audience lets Meta's AI find the people for your campaign, and Meta reports 14.8% lower cost per result with the Awareness objective, 9.7% with Traffic, Engagement and Leads, and 7.2% with Sales and App promotion. Meta recommends A/B testing it for almost every campaign type, but not for retargeting (Meta Help Center).

Advantage+ placements stays on unless you exclude a placement or a device (Meta Help Center). Placements decide where your image shows, which is why the size of the image you upload matters (see below).

Lead campaigns need one extra check. WordStream describes a B2B account where audience expansion was left on and the demo form filled with bot leads; lead quality came back once the setting was switched off (WordStream). Watch lead quality, not only cost per lead. How Meta picks which ad each person sees is in what is Meta Andromeda.

Meta's reported results for Advantage+ audience, by objective.

Advantage+ vs manual: what you give up

Manual campaign features are all still in Ads Manager, and a campaign with Advantage+ off can still use the broadest settings and single Advantage+ features (Meta Help Center). The trade is control. Birch names three blind spots to watch with full automation: budget drift between ad sets, creative fatigue that goes unnoticed, and audience learning you cannot see (Birch).

Decision Advantage+ on Manual (Advantage+ off)
Who picks the audience Meta, from your suggestions You, with limits Meta keeps
Where ads show Meta picks across placements You exclude placements
Budget split across ad sets Meta moves it (campaign budget) You set each ad set's budget
What you can still set Exclusions, an age floor up to 25, spending limits, creative enhancements Everything, including narrow audiences
Best for Scaling an account with enough conversions Retargeting, B2B roles, tests that need fixed audiences

What you still feed Advantage+

Advantage+ cannot decide your offer, your exclusions or your conversion signal, and it cannot make the first image. Every creative enhancement starts from media you upload (Meta Help Center).

Size the images for the placements. Meta recommends 4:5 for Facebook Feed and 9:16 for Stories and Reels (Meta Help Center); Visual touch-ups can expand a static to more placements.

Feed it a few distinct ads, not dozens of near copies. An ad set leaves the learning phase after about 50 results in the week after its last significant edit, and Meta warns that high ad volumes slow that learning (Meta Help Center). How many to run per ad set is in how many ads per ad set, and how to test them in ad creative testing.

Selzee makes that input: finished static image ads in 1:1 and 4:5. You upload them, and Advantage+ creative expands or animates them. Selzee does not make video. More static formats are in Meta ads templates and image ad examples.

Static ads Selzee made, at 4:5

Try on my brand

Bombas

Static ad, 4:5

Try on my brand

Ridge

Static ad, 4:5

Try on my brand

Vollebak

Static ad, 4:5

Meta's recommended aspect ratios by placement.

How to set up an Advantage+ sales campaign

  1. Pick the Sales objective

    In Ads Manager, create a campaign and choose Sales. Ads Manager starts you in the Advantage+ setup (Meta Help Center).

  2. Keep campaign budget

    Choose campaign budget as the budget strategy; spending limits per ad set keep Advantage+ on (Meta Help Center).

  3. Give audience suggestions

    Add suggestions and exclusions. An age floor up to 25 or a custom-audience exclusion keeps Advantage+ on.

  4. Leave placements on

    Do not exclude placements or devices, or the placements section shows Advantage+ off.

  5. Upload images, review enhancements

    Add your static images, then switch off any Advantage+ creative enhancement you do not want (Meta Help Center).

  6. Publish and wait

    Leave the campaign alone until it has about 50 results in a week; edits can restart learning (Meta Help Center).

Meta's learning phase rule: about 50 results a week.

Which Advantage+ setup fits your account?

Question 1 of 4

What is the campaign for?

Meta Advantage+: FAQ

What is Meta's Advantage Plus?
Meta Advantage+ is a set of AI automations in Ads Manager that pick your audience, placements, budget split and creative versions. Meta calls it "a suite of products" that optimizes campaigns in real time (Meta). The parts can be switched on together in a sales, app or leads campaign, or one by one. To make the static ads it runs on, start free with Selzee.
Should I turn on Advantage+ audience?
Yes for most campaigns, after a test: Meta recommends A/B testing Advantage+ audience for almost all campaign types and reports 7.2% lower cost per result for Sales and App promotion (Meta Help Center). Keep it off for retargeting, which Meta does not recommend it for. For fresh ads to test against each audience, try Selzee free.
What are Meta Advantage+ placements?
Advantage+ placements lets Meta place your ad across feeds, Stories, Reels and its other placements, to find "the most cost-effective opportunities" (Meta Help Center). It stays on unless you exclude a placement or a device (Meta Help Center). For static ads in feed sizes, see Selzee.
How do I turn off Advantage Plus on Facebook?
You turn Advantage+ off one section at a time in Ads Manager. Use several ad sets without campaign budget, limit the audience with "Use as a suggestion" unchecked, or exclude a placement, and that section shows Advantage+ off (Meta Help Center). Creative enhancements are switched off one by one in the ad. To keep control of the creative itself, make your own static ads with Selzee.
Are Advantage+ shopping campaigns the same as Advantage+ sales campaigns?
Yes. Meta renamed Advantage+ shopping campaigns to Advantage+ sales campaigns on 6 Feb 2025 (Meta), and the old campaign type can no longer be created through Meta's API from v25.0 (Meta for Developers). For ads to put in your sales campaign, start free with Selzee.
Can Meta Advantage+ turn my image ads into video?
Yes. Since 6 Oct 2026, Advantage+ creative can generate video from existing static images, and Meta calls the feature generally available (Meta). Add animation also turns a single image into a short video (Meta Help Center). You still supply the image. For the static images to start from, try Selzee free.
Should I start with Advantage+ if I'm new to Meta ads?
Yes, if the campaign can reach about 50 results a week, because that is when an ad set leaves the learning phase (Meta Help Center). Below that, run one campaign with fewer ad sets and ads so the learning is not split. For your first set of ads, start free with your store URL.
Will Meta label my ads as AI if I use Advantage+ creative?
Possibly. Meta says images "created or significantly edited" with its generative AI creative features may show "AI info" in the ad's menu or next to the Sponsored label (Meta Help Center). For static ads you approve before they run, see Selzee.

Make your static ads for Advantage+

Selzee makes finished static image ads in 1:1 and 4:5 for your brand. You upload them, and Advantage+ creative can expand or animate them. Selzee makes no video.

Make your static ads for Advantage+

Keep exploring

Meta AI ads manager

What Ads Manager does and where Advantage+ takes over.

What is Meta Andromeda

The system that picks which ad each person sees.

Meta product browsing

The Advantage+ creative setting that changes on 28 Oct.

Meta ads templates

Static ad formats to feed your campaigns.

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