Advantage+ vs Advantage Performance Ads: Meta 2025 Comparison

Summary: Advantage+ vs Advantage Performance Ads is a key choice for Meta advertisers in 2025. Meta now positions both as AI-first campaign types. They simplify setup, but which one fits your funnel? This 2025 comparison explains the differences, benchmarks, and strategies.

Advantage+ Shopping Campaigns (ASC)

Suited for ecommerce with clean catalogs.
Strong automation on audiences; limited exclusions.
Creative mix includes UGC, catalog assets, and dynamic video.

Advantage Performance Campaigns (APC)

Broader scope — works for B2B, lead gen, and non-catalog verticals.
Lets you define goals beyond purchases (leads, app installs, engagement).
Offers more flexible audience inputs and creative slots.

Benchmarks (2025)

ASC: often achieves lower CAC for repeatable ecommerce funnels.
APC: performs better for service or lead funnels with complex journeys.
Both require robust server-side events (CAPI) to deliver accurate measurement.

Strategic Notes

Test both campaign types, but avoid duplicating spend — run clean split tests.
Feed high-quality creative; automation cannot fix weak offers.
Rotate strategies quarterly since Meta frequently shifts defaults.

Official Guidance

For the latest platform updates, see the Meta Business Help Center.

Internal Resources

Conclusion

In 2025, Advantage+ vs Advantage Performance Ads comes down to matching the campaign structure with your funnel. Automation is powerful, but not one-size-fits-all — success depends on pairing AI with strong inputs and creative testing.