META Ads Manager Updates You Didn’t Know About

Meta now uses AI to rewrite your ad copy and headlines, automatically

Let that sink in: Even if you write something specific, Meta might show a different version to users based on what it thinks will perform better. It’s called Advantage+ Creative and it can auto-generate variations of your ad content without telling you exactly what’s changed.

Why it matters:

• Your carefully crafted brand voice? Could be totally different when your audience sees it.

• That playful headline you loved? Meta might swap it for something generic.

• You’re no longer fully in control of how your brand shows up, unless you know how to turn it off.

If you’re spending money on ads, Meta’s AI might be rewriting your brand mid-scroll.

Want to keep control?

You have to manually opt out of Advantage+ creative optimizations when setting up your ads. Most folks have no idea it’s even on.

Retargeting audiences are getting way smaller

Thanks to privacy changes, custom audiences are shrinking fast, especially website visitors.

• iOS users who opt out of tracking? They’re not showing up in your pixel-based retargeting.

• Result: Retargeting campaigns are underperforming, and many businesses don’t realize it.

What to do:

• Use Meta’s Engagement Audiences (people who engaged with your Instagram and Facebook content or messages).

• Push lead form fills and DMs. You can retarget these with precision.

Facebook Groups can be targeted...indirectly.

While you can’t target specific groups, Meta now lets you target based on group activity behavior.

Think:

• “People who are active in parenting groups”

• “People who engage in small business networking groups”

Big win: You can tap into high-intent niche communities without needing to own a group yourself.

Click-to-Message ads are outperforming landing pages

Meta is heavily favoring Click-to-Messenger and Click-to-Instagram DM ads.

• They get better delivery.

• Users are more likely to respond because it feels conversational.

• The cost per lead can be dramatically lower.

Bonus: You can build full automated chat flows inside Meta for free—like a mini sales funnel that responds instantly.

Lead Forms just got a powerful (and slightly creepy) upgrade

Meta quietly rolled out Conditional Logic in lead forms. That means:

• You can ask follow-up questions based on how someone answers a previous one.

• Example: If someone selects “I’m not ready to buy,” you can ask why and segment them differently.

Why it matters: You can now pre-qualify leads better and route them into smarter email or ad flows—without ever leaving Meta.

So, there you have it. This week’s mind-blowing META advertising updates! Let us know if you need help navigating these changes.

We’re here for you!