What Are Advantage+ Placements in Meta Ads?

With Advantage+ placements on, you don’t decide where your ad appears; Meta does. Your ad set becomes eligible for every placement that suits your objective and ad format, and the delivery system chooses among them impression by impression to make the most of your budget. Meta recommends it and selects it by default in Ads Manager. You can still switch to manual placements, but excluding even one placement changes how Meta labels the ad set.

How do Advantage+ placements work?

Meta says Advantage+ placements look across all available placements to find the most efficient opportunity for every impression. Meta lists three benefits: a lower cost per result, reaching more people across Facebook, Messenger, Instagram, WhatsApp, Audience Network and Threads, and less setup work because placements are chosen for you. Meta also states that adding more placements does not increase the cost of your ad.

Not every placement is open to every ad. Which placements are available depends on your ad objective, ad type and settings.

What turns Advantage+ off for placements?

Ads Manager shows “Advantage+ on” while you use Advantage+ placements. It shows “Advantage+ off” if you exclude placements in any ad set, or if you opt out of mobile or desktop devices. Account-level controls are different: Meta says they apply even when you use Advantage+ placements and do not change a campaign’s Advantage+ state.

Your choice	Placement label	What Meta does
Advantage+ placements	Advantage+ on	Considers all available placements
Exclude a placement in any ad set	Advantage+ off	Skips the excluded placements
Opt out of mobile or desktop	Advantage+ off	Skips the excluded device type
Allow limited spend to excluded placements	Not stated by Meta	May spend up to 5% of budget per excluded placement when likely to improve performance
Account controls	No change to Advantage+ state	Applies your ad account limits, even with Advantage+ placements

How do you switch to manual placements?

For a sales, leads or app promotion campaign:

1. Go to Meta Ads Manager, click + Create, and choose your objective.
2. Complete the creation steps until you reach the Placements section of the ad set.
3. Click Show more settings.
4. Hover over Placement controls, click Edit, and untick the placements you want to exclude.
5. Select or unselect Allow limited spend to excluded placements.
6. Complete the rest of your ad and click Publish.

For awareness, traffic or engagement campaigns, Meta’s steps differ: you hover over Advantage+ placements, click Edit and select Manual placements.

How can you see which placements performed?

Use the Breakdown menu in Ads Manager. After clicking Campaigns, Ad sets or Ads, open Breakdown and choose the placement, platform or device breakdown you need. Meta notes these breakdown values are estimated. Meta suggests this view when you’ve used Advantage+ placements and want to understand how ads performed by placement.

FAQ

Do Advantage+ placements cost more than manual placements?

Meta states that adding more placements does not increase the cost of your ad, and it lists a lower cost per result as a benefit of Advantage+ placements. Meta recommends Advantage+ placements because they let its delivery system try to make the most of your budget across every available placement.

Can I keep Advantage+ placements but block one placement for my whole business?

Use account controls for that. Meta says account-level controls are useful when your business can only advertise on specific placements, that they apply even with Advantage+ placements, and that they don’t change a campaign’s Advantage+ state. Excluding the placement inside an ad set instead turns Advantage+ off.

What does allow limited spend to excluded placements do?

It lets Meta spend up to 5% of your budget on each placement you excluded, when doing so is likely to improve performance. You turn it on during manual placement setup, where Meta’s steps offer it for every objective except Awareness, and can manage it for each excluded placement individually through Manage excluded placements.