Advantage+ vs Manual Targeting: What Actually Works in 2025 for E-Commerce Brands

Meta™ has changed the game, again. If you’re still manually selecting interests like “online shopping” and “women’s fashion” it’s time we had a little chat.

If you're running Meta™ ads and feeling like you're tossing money into a black hole, here's what might be going on.

You're stuck in manual mode while Meta’s AI is zooming into the future with Advantage+ campaigns.

And yep. They’re not just a shiny new thing. They’re completely changing how ads work for product-based brands.

So…

Should you be letting Meta™’s AI take the wheel?

Or is manual targeting still the best way to reach your dream customer?

Let’s break it down. Minus the fluff, and in real e-com language.

First, What Is Advantage+?

Advantage+ (also called Adv+) is Meta’s latest push into AI-powered ad campaigns.

Unlike the old-school method (where you used strict controls for your audience, placements, and budget), Advantage+ campaigns do it all for you.

You just load it up with creative (images, videos, copy variations), and Meta uses its juicy data vault to find the people most likely to buy.

Sounds dreamy, right?

It can be. But only if you use it right.

Manual Targeting (AKA: The Old Faithful Method)

Manual targeting is what we used to rely on: choosing interests, demographics, behaviours, placements, and so on.

It gave us control. But also, responsibility. You had to know exactly who you were targeting, manage audience sizes and frequency and know when to switch ads on and off.

It worked. Until it didn’t.

In 2025, manual targeting often means limited reach, higher CPMs, and Meta working against your choices, not with them.

What’s Working Right Now (And Why Advantage+ Is Winning for E-Com)

If you’ve got:

A proven product
A website that converts
Some solid creative (even iPhone-shot is fine if the message is good)

Then Advantage+ is your new best friend.

Here’s why it’s working for my clients (and why I recommend it in most cases):

Broader reach for better results. Meta knows more about your customers than you ever could. Stop trying to direct it to your customer using interests and instead, let Meta use the vast amount of data they have to find your customer.
More ads for faster learning. You can safely load up more creative that you have in the past and let the algorithm learns which creatives convert best and who’s buying.
Creative first approach. Meta doesn’t just see your ad. It reads your images, video, copy and product pages and finds the right match depending on where they are in the buying journey.

Case in point: One of my coaching clients halved her cost per result and doubled her return on ad spend after switching to Advantage+ and stopped micromanaging her audiences and ad creative.

So, Should You Ditch Manual Targeting Altogether?

Not necessarily.

Here’s where manual still makes sense:

You’re launching a very niche product with a super-specific buyer
You’re testing a new offer and want to keep it isolated to a known audience
You’re retargeting warm audiences (past purchasers, video viewers, etc.)

But for your main sales-driving campaign?

Let Meta work its magic.

Here’s How to Set Up Your First Winning Advantage+ Campaign:

Start broad. No need for interests or demographics.
Upload 6–10 creative variations. Think videos, images, carousels, and a few different copy angles.
Keep your product page strong. Because all the traffic in the world means nothing if your website isn’t converting.
Give it time. Don’t panic if it doesn’t take off within hours of launching. Let the algorithm work.

Final Word: You’re Not “Losing Control”. You’re Gaining Scale

Letting go of manual targeting can feel like giving up control, especially for us e-com founders who like to tweak everything.

But here’s the truth:

Advantage+ is like hiring a marketing expert who works 24/7, testing every possible combo behind the scenes while you sleep.

And when paired with strategic creative?

It’s one of the most powerful tools in your store’s growth toolkit.

Need Help Making the Switch?

If your current campaigns aren’t working. Or you're still clinging to manual setups that just aren't converting. Let’s talk.

👉 Book a 1:1 Power Hour with me and get clear, no-fluff advice on what’s working, what’s not, and how to get your ads converting again, fast! Click to book here.

👉 Want ongoing support from an ads strategist who’s in the trenches with you? E-Com Ads Mastery is my high-touch mastermind for product-based business owners ready to scale with confidence. We deep dive into your ad account every week, review your ads, and keep your strategy humming (even when Meta changes the rules).

This isn’t another course. It’s live coaching, small group support, and expert eyes on your ad strategy. Week in, week out. Click to apply now.

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