How Advantage+ Sales is Changing the Meta Ads Game Forever

Perpetual Traffic

Tier 11

Marketing, Business, Entrepreneurship

4.7 • 867 Ratings

🗓️ 9 January 2026

⏱️ 58 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

The Meta platform continues to evolve, leaving marketers with mixed feelings. While some fear the loss of control, others are already seeing extraordinary results. Today, we revisit a lab live session we had on Meta’s new Advantage+ sales system and share a game-changing creative strategy you’ll want to try.

We’re hosting John Moran, who has spent over $1 million testing Meta's updates in real time. We discuss the shift from traditional targeting to AI-driven strategies in Meta’s Advantage+ campaigns. John reveals how advertisers are now at the mercy of the algorithm, with little control over exclusions or targeting.

However, we’ll also show you how to fight back with custom event cAPI imports, a strategy that’s helping us regain some of the control Meta has taken away. Plus, we break down the shifts in creative testing, campaign structures, and customer targeting to keep you ahead of the curve.

In This Episode:

- Advantage+ campaigns vs. manual setup

- Results from testing Meta’s algorithmic shift

- How is Advantage+ different from PMax?

- Testing Advantage+ for new customer acquisition

- Merging Advantage+ with cAPI imports

- Custom event cAPI imports explained

- Step-by-step process of setting up Advantage+ campaigns

- Inclusions and exclusions with the cAPI strategy

- Regaining control with new creative strategies

Mentioned in the Episode:

Episode 691: The MAJOR Meta Advantage+ Changes You Must Know: https://perpetualtraffic.com/podcast/episode-691-the-major-meta-advantage-changes-you-must-know/

Meta Advantage + Breaking News! | Tier 11 Live! https://www.youtube.com/watch?v=j9-nEIymAkw

Get Your nCAC Calculator Now! https://www.tiereleven.com/ncac

Tier 11 Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Partner with Tier 11’s digital marketing experts: https://www.tiereleven.com/apply

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Subscribe and watch on YouTube:

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We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn - https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://perpetualtraffic.com/advertise-with-us/

Transcript

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0:00.0	Hey, real quick, before we dive in, if you've got a brand or marketing tool that marketers need to know about,
0:05.5	sponsor the show here at Perpetual Traffic. Perpetual Traffic puts you in front of thousands of
0:11.0	seasoned marketers, CMOs, and agency owners. So head on over to perpetualtrapic.com to apply to be a sponsor
0:17.3	of this show. This has been our fight against the man into regaining some sort of control so that we don't end up in a situation where you launch just a simple advantage plus sales campaign and then let the targeting decide.
0:32.6	The exclusions be decided by meta.
0:34.8	We're now no longer at the mercy of the algorithms essentially choosing
0:40.1	the type of customers, new versus returning, that it can go after. We now get to dictate it.
0:45.8	You're listening to perpetual traffic.
0:50.1	We all know this as marketers and business owners that growth is amazing.
1:01.5	Until something breaks or some catastrophic event, heaven forbid, should ever happen to your business.
1:04.7	And I don't mean just your ad campaigns going sideways.
1:12.1	Maybe a client slips on a wet floor or a shipment suddenly goes missing or a contractor gets hurt or an employee gets hurt. Suddenly the thing you've been building can take a huge financial hit. Maybe one that you worry
1:18.5	might take down the company and you should always be thinking about that as the business owner.
1:23.1	Most people don't think about business insurance until after something goes wrong when it's already too expensive or it's too late.
1:31.4	That's why we're big fans of what Next Insurance is doing.
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1:40.4	And they've basically taken the pain out of business insurance.
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1:44.7	ridiculously fast, and designed specifically for small businesses. You answer just a few questions
1:50.5	and next tells you exactly what coverage you need. No phone calls, no waiting, no holding
1:55.0	the line for the next representative, just fast affordable production that actually has your back
2:00.2	when things go sideways.
	...

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