Meta introduced several updates to its Advantage+ suite of artificial intelligence-powered automated ad products.

The company is testing a streamlined Advantage+ campaign setup that combines its separate ad flows, manual campaign setup, and Advantage+ to extend AI optimization to more campaigns and give advertisers more control, vice president of product Krassimir Karamfilov said during a press call Thursday.

Advertisers had previously been able to set up a manual campaign or an Advantage+ sales campaign at the same time, but they would be separate campaigns.

Advertisers in the test group will see an on/off label for Advantage+ in this new setup, which will let them know when their campaign is set up to use its AI optimization, Karamfilov said, adding that use of Advantage+ is not mandatory.

If an advertiser chooses to proceed, they will see Advantage+ recommendations on the right side of their screen along with their usual controls, giving them the flexibility to fine-tune their campaigns, Karamfilov said. He noted that this option has been tested with “a few” advertisers over several months, and the test group is now being expanded.

Meta also introduced Advantage+ leads campaigns, which uses AI optimization to help brands find the highest quality leads. Karamfilov said this update was in response to advertiser feedback and requests, adding that campaigns in the test group have seen an average 10% lower cost per qualified lead and 14% lower cost per lead.

On a housekeeping note, the company is renaming Advantage+ shopping campaigns to Advantage+ sales campaigns.

The Opportunity Score tool in Ads Manager, which provides advertisers with experimentally proven recommendations—including via AI optimization—that can be adopted in a few clicks is being made more widely available.

“We’ll bring these latest innovations together for advertisers in Ads Manager this year, combining easier access to AI optimizations with more personalized campaign recommendations to supercharge how advertisers drive results on our applications,” Karamfilov said.

Since the introduction of Advantage+, Meta’s shopping campaigns have been one of its fastest and most consistently growing AI-powered offerings, up 70% year-over-year in the fourth quarter of 2024. Additionally, the company has seen an 8% improvement in ad quality since debuting its Andromeda personalized ad retrieval engine.