Meta’s Advantage+ Sales Campaigns: The Best of Both Worlds Is Rolling Out
Meta is currently rolling out Advantage+ Sales campaigns, a new campaign type that blends automation with the granular controls advertisers have long asked for.
For brands that have felt limited by the rigid structure of Advantage+ Shopping—or overwhelmed by the time and complexity of manual campaign building—this new format could be a turning point.
What Are Advantage+ Sales Campaigns?
Advantage+ Sales campaigns are Meta’s next step in AI-powered advertising. They’re built to optimize for purchases while offering more control than traditional Advantage+ Shopping campaigns.
Key features include:
Multiple ad sets: Run more than one audience segment in a single campaign
Audience suggestions: Soft targeting inputs to help guide Meta’s machine learning
Audience exclusions: Finally, the ability to filter out segments you don’t want to reach
Manual creative control: Use your own copy, images, or videos and test multiple versions
In short: You get performance-focused automation and flexibility to shape the campaign strategically.
How They Compare to Manual Sales Campaigns
Manual sales campaigns were once the gold standard—especially for performance marketers who liked:
Full control over audience segmentation
Precise ad set structuring to isolate variables
Ability to allocate budgets across funnels
Direct testing of creative and placement variables
And while this approach could work well, it came at a cost:
Heavy time investment in campaign setup and ongoing testing
Steep learning curve for advertisers without deep Meta Ads knowledge
Difficulties scaling without automation
How They Compare to Advantage+ Shopping Campaigns
Advantage+ Shopping campaigns offered a radically simplified experience:
Just one ad set
Minimal input from the advertiser
Meta handled creative combinations, placements, and delivery
Strong results in prospecting campaigns, especially for eCommerce
But the tradeoffs were big:
No control over segmentation
Limited transparency into what was working and why
An optional customer budget cap, but little flexibility beyond it
Couldn’t test strategic hypotheses across different customer types or creatives
Advantage+ Sales campaigns fix many of those pain points:
| Feature | Advantage+ Shopping | Advantage+ Sales |
|---|---|---|
| # of Ad Sets | 1 only | Multiple allowed |
| Audience Exclusions | Not available | Available |
| Audience Suggestions | Not available | Available |
| Creative Testing | Limited to automation | Manual testing possible |
| Existing Customer Budget Cap | Optional, capped by % | No default cap |
| Strategic Testing Potential | Very limited | High |
The Time Trade-Off: More Work, More Insight
Let’s be honest—Advantage+ Sales campaigns don’t save time.
While A+ Shopping was a set-it-and-go format, Advantage+ Sales requires more setup:
More decisions around audiences
More campaign structure planning
More creative input
But for marketers who want insight, flexibility, and long-term performance gains, the extra time is worth it. You’ll have the tools to guide Meta’s AI more effectively, test what actually works, and build strategies around real data.
When to Use Advantage+ Sales Campaigns
You should consider testing this campaign type if:
You're running full-funnel or segmented strategies
You want to combine prospecting and retargeting into one campaign but still keep control
You’ve found Advantage+ Shopping too rigid for your product mix
You want to run intentional creative tests, not just rely on machine-generated combinations
Final Thoughts
Meta’s Advantage+ Sales campaigns are more than just an update—they’re a strategic reset. By giving advertisers more levers to pull while maintaining AI optimization, Meta is finally bridging the gap between performance and control.
At Forge One Marketing, we’ve seen the evolution—from tightly structured manual sales campaigns to automated Advantage+ setups. Now, with this middle ground, we’re excited to help brands get the best of both.
Ready to test Meta’s latest campaign format? Apply to work with us today.
