Will Advantage+ Leads be an improvement on our current options?
Meta announced the test of their new streamlined Advantage+ campaign creation for Sales, App, and Leads objectives. I’ve been looking forward to Advantage+ Leads since Meta first teased in in late 2023.
The value of this new option will depend on how it functions. Let’s discuss…
Qualified Leads
During early testing, Meta says that Advantage+ Leads resulted in “delivering on average 10% lower cost per qualified lead.” The “qualified lead” part is important.
Does that mean that this new option has improved lead quality optimization? If this is nothing more than locking in the defaults, it might not be all that interesting. We already have that in Tailored Leads, and it’s not helpful.
Advantage+ Audience Problems
Advantage+ Leads leverages Advantage+ Audience, and I’ve found that Advantage+ Audience for leads often results in low quality. The reason is baked into how it works.
The algorithm is focused on getting you the most leads within your budget. It will search out opportunities to find those leads — and the quality technically does not matter (to the algorithm).
I’ve found that it often concentrates my budget on cheap leads from people 65 and up. In theory, the algorithm is doing what it is meant to do: Find me more leads. But it matters whether they are qualified.
The problem is that any age maximum provided with Advantage+ Audience is a suggestion, and Meta will completely ignore it to get you cheap leads.
Those low quality leads are a complete waste of money.
Stay Tuned
Whether or not Advantage+ Leads is a big update hinges on this question: Will it actually result in more high quality leads?
If not, come back to me once this is fixed.
