How do I turn off Advantage+ on a Meta Leads or Sales campaign?

TofuAnswer by the Tofu team · checked

There is no single switch. A Leads or Sales campaign shows Advantage+ on only while it uses campaign budget, Advantage+ audience in at least one ad set, and Advantage+ placements in every ad set. To turn it off, narrow one of the three: give two or more ad sets their own budgets, use Further limit the reach of your ads with Use as a suggestion unchecked in every ad set, or exclude a placement in any ad set. Where Meta has removed ad set placement choice, only budget and audience are left. Account controls never turn it off.

As of October 2026.

Why is there no manual option or Advantage+ toggle?

Meta merged the two setups into one. Its developer blog said in June 2025 that "instead of having to select between running an Advantage+ shopping campaign (ASC) or a manual campaign," advertisers get Advantage+ with "the complete range of ad features" in one experience. Sales, App promotion and Leads campaigns now open with Advantage+ on in the top right, and Meta says "Manual campaign features are all still available." Meta announced on October 30, 2025 that Advantage+ leads campaigns are available globally, and it is rolling a similar recommended setup out to Traffic, Awareness and Engagement.

Your screen may still differ from someone else's. Meta says it rolls these changes out by ad account, so two accounts can show different setups. And if you duplicate a campaign that didn't use Advantage+ audience, Ads Manager may offer Recommended setup or Original setup; the original setup shows a Use Advantage+ audience option under Audience.

What does Meta count as "Advantage+ on"?

Three levers, all on at once. Meta's Marketing API guide says a Leads or Sales campaign gets the Advantage+ state only when its budget, audience and placement states are all enabled; if any one is disabled, the whole campaign reads disabled. Advantage+ creative isn't one of the three.

LeverKeeps Advantage+ onTurns Advantage+ offWhere to change it
BudgetCampaign budget with one or more ad sets, including optional ad set spending limitsTwo or more ad sets with ad set budgetsCampaign, Budget, Budget strategy
AudienceAdvantage+ audience in at least one ad set; suggestions; a minimum age up to 25; custom audience exclusionsUsually, Further limit the reach of your ads (or Further limit your audience) with Use as a suggestion unchecked, in every ad setAd set, Audience
PlacementsAdvantage+ placements in every ad set; account-level placement exclusionsExcluding a placement in any ad set, or opting out of Mobile or DesktopAd set, Placements, Show more settings

How do I turn off Advantage+ campaign budget?

Switch the campaign to ad set budgets. At the campaign level, under Budget, hover over Budget strategy, select Edit and choose Ad set budget. This only turns Advantage+ off when the campaign has two or more ad sets; Meta says "A campaign with one ad set works the same as an ad set budget." If you only need to cap one ad set, ad set spending limits keep Advantage+ on, but Meta warns they reset if you later switch to ad set budgets. Meta's API docs add that a campaign with more than 70 ad sets on campaign budget can't turn campaign budget off.

How do I turn off Advantage+ audience?

In the ad set's Audience section, select Further limit the reach of your ads, set the age, gender, custom audiences or detailed targeting you need, and uncheck Use as a suggestion. Do it in every ad set, because one ad set still using Advantage+ audience keeps the campaign's audience lever on. A minimum age of 25 or lower and custom audience exclusions don't turn it off. Whether you should do this at all for B2B is covered in whether to turn off Advantage+ audience for B2B.

If you can't make detailed targeting a hard limit, that may be expected, because Meta's own current pages don't agree on whether you can. "How to create a campaign using Advantage+ audience" lists detailed targeting under Further limit, while "Choose audience settings in Advantage+ campaigns" names only age, gender and custom audience inclusions as settings where you can uncheck Use as a suggestion. Through the API, set advantage_audience to 0 inside targeting_automation to opt an ad set out.

Can I still turn off Advantage+ placements?

Only if your account still has ad set placement choice. Meta is rolling out a change under which Engagement, Leads, App promotion and Sales campaigns "no longer choose placements manually at the ad set level." Once it reaches your account, the placement lever stays on, so budget and audience are the only ways left to turn Advantage+ off. The change itself is covered in why you can't choose placements in Meta Leads campaigns.

Meta's "Choose ad placements" page still documents ad set placement choice for Leads, App promotion and Sales, so both setups are current until the change reaches you. If you still have the old settings, open Placements, select Show more settings, then uncheck placements under Placement controls, or opt out of Mobile or Desktop. Ads Manager then selects Allow limited spend to excluded placements by default for eligible advertisers, and Meta aims to spend around 5% of your budget on each excluded placement when it's likely to help. To block a placement fully, click Manage excluded placements and turn off Allow limited spend for it.

Do account controls turn Advantage+ off?

No. Meta says "Using account-level controls will not affect your campaign's Advantage+ state." In Advertising settings, Audience controls can limit locations, set a minimum age, exclude some audiences for brand protection and exclude your own employees, and Placement controls can exclude Audience Network, Facebook Marketplace and Facebook right column. They apply to every campaign in the ad account, including existing ones, and changes can take up to 48 hours. Meta says the feature is still rolling out, and it doesn't apply to special ad categories such as employment, housing, and financial products and services.

What happens to performance if I turn it off?

Meta says you "will not benefit from all the AI optimizations," and its own figures favor leaving it on:

  • Leads: in early testing, Leads campaigns with Advantage+ on averaged 14% lower cost per lead and 10% lower cost per qualified lead than Leads campaigns with it off.
  • Sales: advertisers using Advantage+ sales campaigns saw a 9% improvement in cost per conversion on average.
  • Placements: Meta gives two figures. "What's new in placement settings" says ad sets on Advantage+ placements averaged 10% lower cost per result than manual placements in an experiment; "About Advantage+ placements" says 11.7% lower cost per action (CPA). Neither page dates its experiment.

These are Meta's numbers, and they measure cost, not pipeline. Meta also says a campaign showing Advantage+ off "can still benefit if you choose the broadest settings possible." For B2B, compare how many leads from each setup become qualified in your CRM.

What happens to reporting and learning when I switch it off?

  • Learning. Meta counts any change to targeting, or to bid strategy, as a significant edit that sends an ad set back into learning; budget changes count depending on their size. Ad sets usually leave learning after about 50 results in the week after the last significant edit.
  • Scores. Campaign score and opportunity score rise as you apply Meta's recommendations, and Meta's opportunity score example includes an Advantage+ placements recommendation. Meta says neither score reflects future performance, and dismissing recommendations you can't apply keeps opportunity score below 100.
  • Switching back. In Leads campaigns, the Campaign opportunities section on the right shows whether the Advantage+ leads campaign is on, and Apply now turns it back on.
  • Placement reports. Placements with limited spend are still included in your reporting breakdown in Ads Manager.

How do I check or change it through the Marketing API?

Read advantage_state_info on the campaign: GET /<CAMPAIGN_ID>?fields=name,objective,advantage_state_info. It returns advantage_state (ADVANTAGE_PLUS_LEADS, ADVANTAGE_PLUS_SALES or DISABLED) plus advantage_budget_state, advantage_audience_state and advantage_placement_state, so you can see which lever turned it off. The field is read-only; you change it through the levers, such as adset_budgets for ad set budgets, advantage_audience set to 0, or placement targeting on an ad set. Setting advantage_audience to 0 isn't enough by itself: Meta's guide still counts the audience lever as on if one ad set keeps age (default, a minimum of 25 or lower, or a suggestion) and gender (default or a suggestion) and has no hard custom audience inclusion. Advantage+ placements is the API default, and account-level placement exclusions keep the campaign eligible.

For old Advantage+ shopping campaigns, the API can't create them from v25.0, and Meta's guide says legacy ones are blocked from edits from v26.0. The existing customer budget cap is gone too. Meta's suggested replacement is two ad sets under one campaign budget: one that includes your customer list with a spending limit, and one that excludes it.

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