In 2026 Meta handed targeting, placements and budget allocation largely to AI: Advantage+ is the default, Andromeda selects eligible ads and GEM picks the auction winner.
What's left for humans
- The offer: AI optimises how you show it, not what you sell
- Creative angle diversity: 20 colour variants behave like one creative
- Conversion signal quality: feed real appointments and closes back via Conversions API
Should I use Advantage+?
Usually yes — but be careful with very small budgets, sensitive sectors (set your own minimum age) and weak CRM signal.
