If you’ve been running Meta™ ads for a while, you’ve probably noticed that the targeting options have changed a lot. One of the biggest shifts is the introduction of Advantage+ targeting. It’s designed to let Meta™’s algorithm do the heavy lifting by finding the people most likely to take action, without you having to select detailed interests or demographics.
But here’s the big question I get asked all the time. Should you trust Advantage+ or stick with manual interest targeting?
The short answer is… it depends. Let me explain.
Why I Don’t Believe in One-Size-Fits-All Rules
I’ll never tell you, “This is the only way you should run your ads!” because that’s not how marketing works. Every business is different. Every audience is different. What works like magic in one ad account might flop in another.
That’s why I always test both Advantage+ and manual interests in every new client account I manage. And I don’t just test once and call it a day. I re-test regularly because the ad landscape is always changing. If you want to know what works for your business, you need to be willing to test and adapt.
What I’m Seeing Right Now
At the time of writing this (July 2025), I’m managing campaigns for 15 clients and supporting 48 members inside Abundant Ads Academy. That gives me access to a lot of data across 63 ad accounts.
Right now, Advantage+ targeting is coming out on top for most lead generation campaigns. I’d say in 95% of the accounts I’m working on, it’s providing the lowest cost per lead. That’s a pretty big trend.
Does that mean Advantage+ will always work better? Not necessarily. But for now, it’s winning in terms of affordability and reach.
What About Lead Quality?
One of the biggest fears I hear from business owners is that Advantage+ will bring in lower-quality leads because the targeting is broader. While I understand the concern, I haven’t seen that happen in most cases.
But here’s something important that I would love for you to keep in mind. If you notice low-quality leads, don’t assume the targeting is the culprit. Often, the real issue is the lead magnet, your offer, or the way you’re talking about it. Your messaging plays a huge role in attracting the right people.
If you’re wondering whether your messaging is on point, I’ve got a detailed post on that here “The Simple 3‑Step Formula to Attracting Dream Clients (Not Spammy Leads) with Facebook Ads”. And if you’re unsure about whether your lead magnet is the right fit for your audience, you can read the same guide here, because it walks you through crafting a lead magnet that truly connects.
Making Advantage+ Work for You
If you want to see the best results with Advantage+, your ad copy and creative need to be specific and crystal clear. Meta™’s algorithm is smart. It scans your ad copy and landing page to figure out who is likely to take the action you want.
So, if you’re running a lead generation campaign, your goal should be set to “Leads.”
Then, make sure your ad copy and landing page clearly explain:
- What your offer is
- Who it’s for
- What problem it solves
The more precise your copy and creative are, the better Meta™ can find the right audience for you.
When Manual Targeting Still Matters
While Advantage+ is great for lead generation, I often switch back to manual targeting for sales ads. Why? Because when I’m running retargeting campaigns, I want to be very deliberate about who sees those ads.
Sales ads usually work best with warm audiences. People who have already engaged with your content, visited your website or joined your email list. In this case, using custom audiences is often more effective than letting Advantage+ run broad.
My Recommendation: Test Both
If you’re unsure which option will work best for you, test both Advantage+ and manual interest targeting side by side. You might find that Advantage+ wins on cost per lead but manual targeting wins on lead quality (or vice versa). Either way, the data will show you what’s right for your business.
Remember, your ads are just one piece of the puzzle. A strong message, a compelling offer, and a smooth funnel all need to work together. Advantage+ is simply a tool to help you reach more of the right people but it won’t fix weak messaging or a confusing landing page.
Final Thoughts
There’s no “best” targeting strategy that works 100% of the time for everyone. Right now, Advantage+ is performing really well across most accounts I manage, but that could change next month. The only way to know for sure is to test, monitor your results and adapt as needed.
If you want ongoing guidance on what’s working right now with Meta™ ads, I’d love to have you inside Abundant Ads Academy. It’s where I share real-time insights, strategies, and ad audits so you can run campaigns that actually convert.
I would love to hear your thoughts...