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Meta Opens Advantage+
Meta has opened Advantage+ Service Campaigns to all advertisers, allowing for auto-optimisation of bookings and phone calls. This update on the Meta platform can increase local business revenue by streamlining ad targeting. By leveraging Advantage+, businesses can enhance their online visibility and drive more conversions.
Background: Meta's Advantage+ Service Campaigns is a feature designed to help businesses optimise their ad spend for specific goals, such as bookings and phone calls. Local businesses use this platform to reach their target audience and drive conversions. The feature is particularly useful for service-based industries, such as hair salons, coffee shops, pet groomers, and fitness studios.
What changed: The specific update announced by Meta is the expansion of Advantage+ Service Campaigns to all advertisers, after a limited beta period. This means that all businesses can now access the feature and benefit from its auto-optimisation capabilities. The update focuses on optimising for bookings and phone calls, rather than just e-commerce.
Why it matters: This update directly affects a local business's ad spend, reach, bookings, and search ranking. By using Advantage+, businesses can ensure that their ads are being shown to the most relevant audience, increasing the likelihood of conversions. This can lead to increased revenue and a higher return on ad spend.
Niche breakdown: A hair salon, for example, can use Advantage+ to target customers looking for haircuts or colouring services, and optimise their ads for bookings. A coffee shop can target customers looking for coffee or breakfast, and optimise for phone calls to drive take-out orders. A pet groomer can target pet owners looking for grooming services, and optimise for bookings. A fitness studio can target individuals looking for fitness classes, and optimise for phone calls to drive sign-ups.
What to do: To take advantage of this update, businesses should review their current ad campaigns and consider switching to Advantage+ Service Campaigns. They should also ensure that their ad creative and targeting are aligned with their business goals, and that they are tracking the correct metrics to measure success. This week, businesses should log in to their Meta Ads Manager and explore the Advantage+ feature to see how it can benefit their business.
To maximise the benefits of Advantage+, businesses should enable the 'auto-optimise for bookings' feature and set up conversion tracking for phone calls. They should also ensure that their ad creative includes clear calls-to-action, such as 'book now' or 'call us', to drive conversions. By doing so, businesses can increase their online visibility, drive more bookings and phone calls, and ultimately increase revenue.
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Source: Social Media Examiner · 2026-06-04
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