Advantage+ placements
- Also called Placements with Advantage+ on
- Updated November 4, 2026
Advantage+ placements is the Meta Ads Manager setting that lets the delivery system decide where an ad appears, across Facebook, Instagram, Messenger, WhatsApp, Threads and Audience Network, based on where it expects the best results. Meta also calls it Placements with Advantage+ on. On Leads, App promotion and Sales campaigns, it is now the default.
How does Meta describe Advantage+ placements?
Meta's About Advantage+ placements page says they "help you find the most cost-effective opportunities across Meta technologies and placements." The page lists three benefits: lower cost per result, more reach and simpler campaign setup. It backs the first with one figure:
In an experiment, ad sets using Advantage+ placements delivered an 11.7% lower cost per action (CPA) on average compared to ad sets using manual placement settings.
Meta gives no date, sample or method for that experiment.
Can you turn Advantage+ placements off?
It depends on the objective. The same page says Meta is "gradually rolling out changes to placement settings for the Leads, App promotion and Sales campaign objectives", which "now default to Advantage+ placements and the option to make placement selections is removed in ad sets".
| Objective | Choosing placements at the ad set level |
|---|---|
| Leads, App promotion, Sales | Removed, as the rollout reaches your account |
| Awareness, Traffic, Engagement | Still available |
Meta's What's new in placement settings page confirms the split: "You can still set placements manually for those objectives." The full breakdown covers what replaced the old controls.
What controls are left with Advantage+ placements?
Meta lists three, and each does a different job:
- Media customization lets you tailor crops, text and links for each placement in Ad creative. Your ads "won't deliver in placements where the media assets aren't supported".
- Placement value rules let you "adjust bids up or down for specific ad placements". Meta's limit on a decrease is 90%, so a rule lowers a bid without removing the placement.
- Account controls cover Audience Network, Facebook Marketplace and the Facebook right column, and these exclusions can now be set by objective. They apply across the ad account.
What it means for your ads
Assume your ad will run in shapes you didn't plan for. Meta says "your media is automatically adjusted to fit more placements", and its aspect ratio page warns: "Cropping alone won't restrict delivery." Uploading a 4:5 and a 9:16 gives the system a file made for Feed and one for Stories and Reels, which beats letting it fill the gaps. The aspect ratio entry lists the common shapes.
Meta's placement settings page also ties the setting to creative variety: "Using Advantage+ placements with a diverse set of assets helps ensure your media is compatible with each placement for optimal delivery." Vertical placements put interface over the ad, so keep text inside the safe zone as well.
Common mistakes
- Reading "Advantage+" as one switch. Advantage+ placements is separate from Advantage+ audience and Advantage+ creative enhancements.
- Assuming a cropped file stays in its placement. A 9:16 export can still be adjusted for other placements.
Sources
- About Advantage+ placements — Meta Business Help Center (accessed November 4, 2026)
- What's new in placement settings in Meta Ads Manager — Meta Business Help Center (accessed November 4, 2026)
- Best practices for aspect ratios in Meta ads — Meta Business Help Center (accessed November 4, 2026)
- About value rules in Meta Ads Manager — Meta Business Help Center (accessed November 4, 2026)
Meta is rolling this out gradually, so check the source and your own Ads Manager before acting on any of it.
Terrads makes each placement you pick at its own size, composed for its frame, so the delivery system has a file ready for each shape.