Something I love? When Meta tries to make life easier, especially with (thoughtful!) AI tools.

Something I love a little more? Make sure that we approach these things with a healthy dose of caution before diving in.

Lemme explain.

See, we are pretty deep in the era of AI here— and this era isn’t going anywhere anytime soon. It’s time to lean in. I’m very here for that and have leaned in in a whole myriad of ways.

Enter: Meta’s AI tools, which are a perfect example of this.

It’s why I’m a big fan of most of what Advantage+ (or Advantage Plus) offers. For those who aren’t knee-deep in the ads world at all times, Advantage+ is Meta’s suite of all things AI. These are tools designed to simplify ad management, optimize performance, and (in theory) make marketers’ lives much easier.

But, here’s the catch. While there’s a lot to love about Advantage+, it’s not ALL sunshine and ROI.

Let’s chat about it.

First up, here’s why Advantage+ is (mostly) worth the hype:
When it comes to the value props of Advantage+, Meta really does have something good going on. Think…

… smarter targeting that identifies your ideal audience faster.
… custom creative that’s tailored to individual users.
… real-time optimization that tweaks performance as it learns.

All of these features are a GOOD thing, sure — especially if you’re a busy entrepreneur without a team.

But, here’s a reality check: use Advantage+ with caution
See, here’s where things get tricky. Honestly, AI is only as good as the data it has on the exact hand. It doesn’t have context, or know you, or know your audience on a different level. Since it operates on data and not intuition, it lacks human nuance — and this means that sometimes, it can make some, well, questionable decisions and suggestions.

Here’s what that might mean:

• Adding bright, off-brand colors to your creative
• Picking music that doesn’t match your brand’s vibe
• Tweaking messaging to something that doesn’t feel like you (because it’s not!)
• Flipping images upside down in a way that’s more… chaos than cleverness

So… should you use Advantage+?
It’s an absolute YES… but you have to do it the smart way. These AI tools like Advantage+ are very much here to stay and will continue to get better, but that doesn’t mean you should blindly trust them out of the gate (or blindly trust them EVER…).

Wondering how to use Advantage+ the right way?
Test! Start small when it comes to the AI features, let it actually learn what works for you AND your audience, and allow it to learn slowly. That’s how it will pull in a bit more context for you, and it will also allow YOU to see the suggestions a bit more clearly. And, more importantly, keep your proven strategies in play! Don’t abandon your Lookalike Audiences or warm audiences JUST because AI is new and shiny and seems perfect.

Start experimenting with Advantage+ today, but remember: the best campaigns combine AI’s efficiency with YOUR knowledge and incredible expertise.

The trick is to guide the tools SO they can guide you. You’ve got this.