Meta updates AI-driven advertising guidance to improve ad performance

In an effort to maximise campaign performance through its AI-powered ad systems, Meta has released new suggestions for advertisers on Facebook, Instagram, Messenger, Threads, and Audience Network.

The action comes after CEO Mark Zuckerberg stated that "AI-driven updates had delivered approximately 5% more ad conversions on Instagram and 3% on Facebook," during Meta's Q2 2025 earnings call. He explained this by employing "more data signals over longer periods" to improve the efficacy of Meta's AI recommendation engine for ads and extending it to new surfaces.

Meta encourages advertisers to fully utilise Advantage+ placements in its new guidelines, which enable budgets to be automatically distributed among platforms where advertisements are most likely to perform. Additionally, it suggests using Advantage+ creative with placement customisation tools to create many ad variations for each campaign and to modify content for various formats and placements.

Although the business cautions that removing placements could limit the potential of Advantage+ placements, it does advocate using placement limitations only when necessary, especially for advertisers with stringent brand safety requirements.

In the long run, Meta wants to increase the role of AI in all aspects of advertising, including targeting, bidding, and creation. Nevertheless, no schedule for complete implementation has been given.

The increased forecast demonstrates Meta's dedication to enhancing returns for advertisers by optimising delivery through data-driven automation, as AI becomes more and more integrated into the company's ad systems. Early results are already suggesting quantifiable improvements, as Zuckerberg indicated on his earnings call.