Meta unveils AI-driven strategies to maximize ad performance across platforms

Meta is rolling out fresh guidance for advertisers ahead of the holiday season, urging brands to embrace its expanding suite of AI-powered tools to boost ad reach and effectiveness across Facebook, Instagram, Messenger, Threads, and Audience Network.

The company’s latest recommendations center on allowing its automated systems to take a larger role in ad delivery and creative optimization — a shift that CEO Mark Zuckerberg says is already paying off. Speaking during Meta’s Q2 earnings call, Zuckerberg highlighted that the company’s updated AI recommendation model has driven “roughly 5% more ad conversions on Instagram and 3% on Facebook” by leveraging more signals and longer context windows.

Meta’s top suggestion for advertisers: stay opted into all available placements using Advantage+ placements. Rather than restricting campaigns to specific platforms or feeds, the delivery system can automatically allocate budget where ads are most likely to perform best. This cross-platform approach, Meta says, expands audience reach and drives efficiency.

With AI-enhanced creative capabilities rapidly advancing, Meta encourages advertisers to develop multiple versions of their creatives tailored for different placements. Using Advantage+ creative in combination with Advantage+ placements ensures the right ad format reaches the right audience in the right environment. Placement asset customization can further refine visuals and messaging for specific surfaces, helping ads resonate more effectively.

For advertisers with strict brand safety needs or placement restrictions, account-level placement controls allow for exclusion of specific environments. However, Meta warns that limiting placements may reduce the benefits of its automated optimization tools.

The overarching message: the more freedom you give Meta’s AI systems, the more they can refine targeting, placement, and creative delivery to generate better results. While full automation — from ad creation to targeting to bidding — isn’t here yet, Meta is betting big that its AI infrastructure will soon be capable of managing the entire process with minimal human input.