Facebook ad placements: Advantage+ or manual?

Which placements you can use depends on your objective, ad type and settings, and some are still rolling out by country. Meta groups them like this:

Source: Meta Business Help Centre: About ad placements across Meta technologies, checked 15 October 2026

With Advantage+ placements (shown as Placements with Advantage+ on), Meta's delivery system looks across every available placement for the most cost-effective opportunities. Meta says that in one of its experiments, ad sets using it had an 11.7% lower cost per action on average than manual setups, and that adding placements doesn't increase the cost of your ad.

You don't need an Instagram account to use Instagram placements: your Facebook Page can be the voice of the ad.

Sources: Meta Business Help Centre: About Advantage+ placements, checked 15 October 2026; Meta Business Help Centre: About ad placements across Meta technologies, checked 15 October 2026; Meta Business Help Centre: Choose ad placements in Meta Ads Manager, checked 15 October 2026

For Awareness, Traffic or Engagement campaigns:

1. In Meta Ads Manager, click + Create, choose the objective and click Continue.
2. Build the campaign until you reach the Placements section of the ad set.
3. Hover over Advantage+ placements and click Edit, then select Manual placements.
4. Optionally, edit Devices and operating systems, and untick platforms you don't want under Platforms.
5. Under Placements, untick the placements to exclude.
6. Decide whether to keep Allow limited spend to excluded placements, then finish the ad and click Publish.

• For Leads, App promotion or Sales, click Show more settings in Placements and edit Placement controls instead. Excluding any placement, or opting out of mobile or desktop, turns Advantage+ off.
• Allow limited spend to excluded placements lets Meta spend up to 5% of your budget on each excluded placement when it's likely to help.

Source: Meta Business Help Centre: Choose ad placements in Meta Ads Manager, checked 15 October 2026

Meta suggests trying these before you exclude anything:

• Format worries: a placement that can't show your format is excluded automatically. Asset customisation lets you crop and trim media for each placement.
• Cost worries: broaden your audience rather than cutting placements.
• Brand safety: use inventory filters and block lists from the Brand Safety and Suitability hub.
• Business rules: if you can only advertise in certain places, set account controls for your ad account. These apply even with Advantage+ placements.
• Partner live streams: you can exclude them for one ad in Ads Manager or for the whole account in brand safety controls.

Sources: Meta Business Help Centre: Best alternatives to excluding ad placements in Meta Ads Manager, checked 15 October 2026; Meta Business Help Centre: Choose ad placements in Meta Ads Manager, checked 15 October 2026

Work through these:

• No tickbox for it: the placement isn't available for your ad type or objective.
• Your creative format isn't supported there, so Meta left it out automatically.
• Account controls limit placements for every campaign in the ad account.
• The placement is still in development and not offered in your audience's location.
• Delivery simply favoured other placements. Check the Platform chart or a placement breakdown in Ads Manager to see where the ad ran.

Sources: Meta Business Help Centre: Choose ad placements in Meta Ads Manager, checked 15 October 2026; Meta Business Help Centre: About ad placements across Meta technologies, checked 15 October 2026; Meta Business Help Centre: Best alternatives to excluding ad placements in Meta Ads Manager, checked 15 October 2026; Meta Business Help Centre: View and analyse ads results in Meta Ads Manager, checked 15 October 2026

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