How to Switch from Advantage+ to Original Audience Targeting in Meta Ads
- Sotirios Seridis
- Jun 15
- 2 min read
Running Meta Ads but want more control? Meta’s Advantage+ targeting is great for targeting broad audiences, but sometimes you just need that original audience precision! Whether you’re testing creatives, scaling campaigns, or dialing in on niche segments, here’s how to switch from Advantage+ to manual audience targeting and take the wheel back on your ad strategy.
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How to Switch from Advantage+ to Original Audience Targeting in Meta Ads:
⚠️ Disclaimers:
▶ You CANNOT change targeting type in live campaigns (you need to create new campaigns)
▶ You can only switch to original audience targeting in campaigns with manual setup
1) Create a new campaign
2) Go with a manual setup (do NOT choose Recommended settings)
3) At the Ad Set level, under Advantage+ audience select "Switch to original audience options" (blue hyperlinked line under Advantage+ audience)
Frequently Asked Questions on Advantage+ vs Original Audience Targeting in Meta Ads
1. What is Advantage+ audience targeting in Meta Ads?
Advantage+ is Meta’s AI-powered targeting option that uses machine learning to find the best people to show your ads to, automatically. You give it creative, and it handles the rest.
2. What is original (manual) audience targeting?
Original targeting allows advertisers to define audiences using specific interests, demographics, behaviors, locations, age, gender, and more.
3. What are the benefits of using Advantage+?
Faster campaign setup
AI-optimized reach
Less manual effort
Good for broad targeting or scaling
4. When should I use original audience targeting?
When targeting niche or local audiences
For A/B testing specific segments
When retargeting known users
To comply with strict audience guidelines (e.g. age-restricted products)
5. Can I switch between Advantage+ and original targeting?
Yes! In Ads Manager, edit your ad set and toggle between Advantage+ and manual audience options.
6. Does Advantage+ mean I can’t choose my audience?
Pretty much, Meta will “consider” your suggestions, but ultimately overrides most of them for performance.
7. Is manual targeting outdated or less effective?
Not at all! Manual targeting still outperforms Advantage+ in many niche campaigns, especially when you know your customer persona well.
8. Can I use Advantage+ creatives or placements with manual targeting?
Yes! Advantage+ Creative and Placements are separate features. You can mix and match.
9. Which one performs better overall?
It depends on your goal:
For broad awareness and low-cost reach → Advantage+
For control, testing, and precision → Original Targeting
10. How do I test which one works better?
Run a simple A/B split test with identical budgets and creatives. One with Advantage+, one with manual targeting and compare CTR, CPA, and ROAS.
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