How to Use Advantage+ Placements for Better Results

When running Meta ads, one of the biggest debates business owners face is:

Should I manually choose where my ads appear (Instagram only, Facebook only, Reels only) or let Meta decide?

That’s where Advantage+ Placements (previously called Automatic Placements) come into play. Instead of you handpicking every spot, Meta’s AI optimizes delivery across Facebook, Instagram, Messenger, and Audience Network to get the best results at the lowest cost.

At AlmostZero, we’ve seen countless campaigns improve ROI simply by switching from manual placements to Advantage+ Placements. Here’s how you can use them effectively.

Why Advantage+ Placements Work

Meta’s algorithm has one goal: to get you results at the lowest cost. By restricting placements, you limit the algorithm’s flexibility. Advantage+ lets Meta test across all placements and push budget toward the ones performing best in real time.

Example: If Instagram Reels ads are getting cheaper clicks today, Meta automatically shifts budget there—without you lifting a finger.

Benefits of Advantage+ Placements

1. Lower CPM & CPC
2. Broader placements = larger audience pool = cheaper impressions.
3. Businesses often see 20–30% lower ad costs.
4. Real-Time Optimization
5. Meta’s AI shifts budget toward high-performing placements instantly.
6. No need for constant manual monitoring.
7. Increased Reach
8. Your ads show up across more surfaces: Reels, Stories, Messenger, Facebook Feed, Instagram Explore, etc.
9. This ensures you don’t miss potential customers.
10. Better ROI
11. Because the system prioritizes efficiency, you often get more conversions without increasing budget.

How to Use Advantage+ Placements the Right Way

1. Choose the Right Objective

Advantage+ works best with conversion-focused objectives like Sales, Leads, or Engagement. The clearer your goal, the smarter the algorithm optimizes placements.

2. Don’t Restrict Too Much

Avoid limiting placements unless:

1. Your brand has strict creative requirements
2. You absolutely know a placement doesn’t work (e.g., Audience Network for some industries)

In most cases, let Meta handle it.

3. Customize Creative Per Placement

Even with Advantage+, Meta lets you edit how creatives appear in different placements. Use this to your advantage:

1. Vertical format for Reels & Stories
2. Square images for Instagram Feed
3. Short text for Messenger

4. Track Placement Performance

Go to Ads Manager → Breakdown → By Delivery → Placement.

Here you can see which placements drove the most results. If one consistently underperforms, you can exclude it in future campaigns.

5. Combine With Retargeting

Advantage+ placements shine when paired with retargeting campaigns. Let Meta decide the cheapest way to re-engage warm audiences—whether on Instagram Stories or Facebook Feed.

Common Mistakes to Avoid

Turning off placements too early

Using the same creative for all placements (bad cropping, cut text)

Judging results after just 1–2 days (always test for at least a week)

Final Thoughts

Advantage+ Placements aren’t just a “lazy” option—they’re a smarter way to scale. By giving Meta’s AI more freedom, you let it find the cheapest conversions and best-performing channels for you.

At AlmostZero, we’ve seen startups cut ad costs by 25% and improve ROI by simply switching to Advantage+. For small businesses running ads on limited budgets, this single change can be the difference between breaking even and scaling profitably.

In 2025, if you want better results from Meta ads without overspending, Advantage+ Placements are the smartest place to start.

Pro Tip: Start with Advantage+ Placements, track results for a few weeks, then fine-tune if needed. Think of it as AI-powered testing that saves both time and money.