What Makes Facebook Advantage+ Catalog Ads Stand Out

Unlike traditional product ads, Advantage+ Catalog Ads deliver personalized ad experiences to each individual user by leveraging Meta’s AI algorithms and machine learning. This level of automation and relevance helps advertisers achieve, on average, 39% higher return on ad spend (ROAS) compared to standard campaigns.

In this article, we’ll explore what Meta Advantage+ Catalog Ads are, the key benefits they bring to eCommerce businesses, and how you can set up a high-performing campaign using this solution. Let’s dive in.

What Are Meta Advantage+ Catalog Ads? 

Advantage+ Catalog Ads is a solution introduced by Meta to help advertisers optimize the performance of product-based campaigns. Meta’s Advantage plus Catalog Ads automate the delivery of relevant products to users based on insights such as their behavior, interests, and purchase intent.

While these ads may look similar to standard product ads, Advantage+ Catalogue Ads are significantly more personalized. By leveraging AI and machine learning, this solution enables businesses to boost advertising performance while reducing overall ad costs.

Who Should Use Advantage+ Catalog Ads? 

Facebook Advantage+ Catalog Ads are ideal for advertisers who want to scale their eCommerce performance while minimizing manual campaign setup. But they aren’t for everyone. Below are the types of businesses and situations where this campaign type is most effective:

eCommerce Brands with Large or Medium-Sized Product Catalogs

If your business sells multiple products online such as fashion, electronics, beauty, or home goods Advantage+ Catalog Ad can dynamically promote relevant items to the right audience without needing separate campaigns for each product.

Brands Looking to Scale Prospecting Efforts

Advantage plus Catalog Ads are especially useful for finding new customers. Meta’s AI uses billions of data points to deliver ads to high-intent users, even if you haven’t explicitly defined those audiences.

Advertisers Who Want Automation and Performance Optimization

If your team has limited time or resources to manage Facebook campaigns, this solution lets you lean on Meta’s machine learning to automate:

• Audience targeting

• Budget distribution

• Creative testing

• Product matching

Brands with Active Sales Events or Promotions

Running a sale or seasonal promotion? Meta Advantage+ Catalog Ads automatically highlight discounted or in-stock products, helping drive urgency and conversions during high-traffic periods.

Benefits of Advantage+ catalog ads

In addition to improving key ad performance metrics, such as: 

• 39% increase in return on ad spend was seen by advertisers who ran Advantage+ catalogue ads.

• 25% CPA improvement when using Advantage+ sales campaigns with Advantage+ catalog ads.

• 4% lower cost per purchase when using Advantage+ catalog ads with more than 20 items in a catalog. 

Facebook Advantage+ Catalog Ads also provide significant benefits for both retargeting and new customer acquisition campaigns.

Whether you're aiming to re-engage existing shoppers or reach high-intent prospects, this ad format uses real-time signals and AI optimization to deliver relevant product recommendations that drive conversions across the funnel.

Retarget Shoppers

Leveraging data from the Meta Pixel and Meta's systems, Advantage plus Catalog Ads can automatically show personalized product ads to users who previously showed interest whether they visited your website, browsed your online shop, or engaged with your products on Facebook or Instagram but didn’t complete a purchase.

Retargeting campaigns typically achieve higher conversion rates than campaigns targeting new audiences. By re-engaging previous visitors or cart abandoners, businesses can significantly improve their cost per conversion and drive more efficient results.

Cross-Sell or Upsell Products

In addition to retargeting non-converters, advertisers can use Meta Advantage+ Catalog Ads to upsell or cross-sell to existing customers. Past buyers are more likely to return if properly nurtured, and these ads act as reminders to continue exploring your product line.

Since Meta's AI also considers purchase history and order behavior, it can optimize delivery of complementary or upgraded products to users who are already familiar with your brand.

Find New Customers

Advantage+ Catalog Ads aren’t just for retargeting they also support broad targeting to reach new audiences. With Meta’s machine learning, you can expand your reach and acquire new customers based on predicted interest and intent.

This option can be configured when setting up your Advantage+ Catalog campaign, allowing you to combine both prospecting and retargeting strategies in one optimized campaign.

Access Catalog Creative Options

When using Advantage+ Catalog Ad, advertisers gain access to creative tools that allow them to customize how products appear in users’ feeds. You can enhance product visuals by cropping images, adding frames, or overlaying discounts and logos to better capture attention and boost engagement.

Advantage+ catalog ad requirements

To successfully run Facebook Advantage+ Catalog Ads, advertisers must meet the following requirements:

Product Catalog

Before creating your campaign, you must set up a product catalog and add all relevant products. This catalog must be created and managed under a Meta Business Account. Each product should include key attributes such as title, description, image, price, availability, and URL.

Meta Pixel

Your business must have the Meta Pixel installed on your website to track key events such as product views, add-to-cart actions, and purchases. The pixel helps Meta’s machine learning model understand user behavior and optimize ad delivery based on intent signals.

Mobile App (if applicable)

If you're promoting a mobile app, you’ll need to:

• Integrate the Meta SDK into your app

• Register and verify your app through Facebook for Developers

• Track in-app events to support campaign optimization

For a detailed setup guide, check out our article on how to promote a mobile app on Facebook.

Link Pixel or SDK to Your Catalog

Whether you’re tracking web events via Pixel or in-app events via SDK, you must ensure the tracking system is properly linked to your product catalog. This allows Meta to match user actions with relevant product ads and personalize delivery accordingly.

These requirements are essential to ensure that your Advantage Plus Catalog Ads run smoothly and effectively, allowing Meta's AI to optimize ad performance and deliver high-converting product recommendations.

Create an Advantage+ catalog ad

Creating a Meta Advantage+ Catalog Ad is a powerful way to promote your entire product catalog with minimal manual setup. Powered by Meta’s AI, this campaign type allows advertisers to reach high-intent shoppers across Facebook and Instagram automatically optimizing for performance.

Here’s how to set it up:

Step 1: Prepare Your Product Catalog

Before launching the campaign, make sure your product catalog is ready:

• Go to Commerce Manager.

• Upload your catalog or sync it using platforms like Shopify or WooCommerce.

• Ensure your catalog includes key product details: images, prices, availability, and links.

• Connect your catalog to your Meta Pixel or Conversions API to track customer behavior.

Pro tip: Keeping your product catalog updated daily ensures your ads promote in-stock items with the correct price.

Step 2: Start a New Campaign in Ads Manager

• Head to Meta Ads Manager.

• Click the green “Create” button.

• Select Sales as your campaign objective.

If your ad account is eligible, Meta will show the Advantage+ Shopping Campaign option.

Step 3: Select “Advantage+ Shopping Campaign”

When prompted, choose Advantage+ Shopping Campaign. This campaign type includes Advantage+ Catalog Ads, combining automation and catalog-based retargeting or prospecting into one optimized campaign.

You can create up to eight active Advantage+ Shopping Campaigns per ad account.

Step 4: Set Up Your Campaign Settings

• Name your campaign clearly

• Set your daily or lifetime budget

• Choose whether to enable audience segmentation reporting, which shows how different audience types (such as new vs. existing customers) perform

Step 5: Link Your Catalog and Select Product Set

In the ad group setup:

• Select the product catalog you want to promote

• Choose either:

  • All products (for broad prospecting)

  • A specific product set (such as “Summer Collection”)

Meta will automatically display relevant products to users based on their browsing and purchase behavior.

Step 6: Audience and Placement Settings

Although Meta handles most of the targeting with its AI:

• You can exclude specific audiences, such as recent purchasers or custom audiences

• You can also narrow down by location, language, or country

Placements are also optimized automatically, including Facebook Feed, Instagram Feed, Stories, and other channels.

Step 7: Customize Your Ad Creative

While Meta dynamically pulls images and product info from your catalog, you can still personalize:

• Primary Text: Hook your audience with benefit-driven messaging

• Headline: Keep it short and action-oriented (for example: “Shop Now”)
  Call-to-Action: Choose from options like “Buy Now,” “Learn More,” or “View More”

• Overlays (optional): Show price, discount, or your brand logo on the creative

Step 8: Review and Launch

Before publishing, ensure:

• Your Meta Pixel is working correctly and connected to the catalog

• The conversion event is set (such as Purchase or Add to Cart)

• Your catalog feed is active and syncing properly

Then click Publish to go live.

Using Advantage+ Catalog Ad allows you to leverage Meta’s powerful machine learning to automate targeting, creative testing, and ad delivery making it ideal for eCommerce brands looking to scale efficiently without spending time managing manual campaigns.

Advantage+ Catalog Ads Example 

Many global brands have successfully used Advantage+ Catalog campaigns to scale their eCommerce performance and improve return on ad spend. Below are four real-world case studies that demonstrate how this ad format drives results across different industries and markets.

AirAsia MOVE: Boosting App Conversions at Scale

Industry: Travel & Transportation
Market: Southeast Asia
Objective: Increase mobile app conversions

AirAsia MOVE (formerly airasia Superapp) used Advantage+ Shopping Campaigns to promote flight and hotel packages dynamically based on user interests. By connecting their product catalog with Meta’s automation tools, they allowed the platform to identify high-converting audiences and display personalized travel options in real-time.

Results:

• 8.2X lower cost per app install

• 2.6X increase in app conversions compared to BAU campaigns

Source: AirAsia MOVE Case Study

Rakuten Group: Scaling Prospecting with Personalization

Industry: E-commerce / Marketplace
Market: Japan
Objective: Drive new customer acquisition

Rakuten leveraged Facebook Advantage+ Catalog Ads to show relevant products from its marketplace to new users, using machine learning to predict who’s most likely to convert. They combined this with retargeting strategies and seasonal promotions, all while reducing manual campaign setup time.

Results:

• 15% increase in incremental conversions

• 42% decrease in cost per acquisition

Source: Rakuten Group Case Study

Lancôme Middle East: Personalizing Luxury Beauty Ads

Industry: Beauty & Skincare
Market: Middle East
Objective: Increase online sales

Lancôme used Advantage+ Shopping Campaigns powered by catalog ads to deliver highly visual and personalized product ads to both new and returning customers. The campaign dynamically promoted skincare and beauty items based on user preferences and purchase intent.

Results:

• 2.7X return on ad spend (ROAS)

• 40% lower cost per purchase

Source: Lancôme Middle East Case Study

Fashion Days: Automating Seasonal Campaigns

Industry: Fashion Retail
Market: Eastern Europe
Objective: Drive seasonal sales

Fashion Days, a major online fashion retailer, adopted Advantage+ Catalog Ad to automate their seasonal promotions. Instead of creating dozens of manual campaigns, they allowed Meta’s AI to test creatives, optimize placements, and retarget users with relevant products based on browsing behavior.

Results:

• 2X more conversions compared to previous campaigns

• 37% lower cost per purchase

Source: Fashion Days Case Study

Why These Examples Matter

These case studies demonstrate the flexibility and scalability of Meta Advantage+ Catalog Ads across industries from airlines and marketplaces to skincare and fashion. Whether your goal is to drive app installs, acquire new customers, or increase online sales, Advantage+ automation can help improve performance while reducing manual effort.

Conclusion

Advantage+ Catalog Ads offer a powerful solution for improving product ad performance through the use of AI and machine learning. By automating audience targeting and product delivery, this ad format helps advertisers run more effective retargeting campaigns while also reaching new, high-intent customers.

Whether you're looking to boost conversions, reduce acquisition costs, or scale your reach, Advantage Plus Catalog Ads are a smart choice for businesses aiming to grow efficiently on Meta platforms. For brands with large or dynamic inventories, this solution simplifies campaign management while maximizing results.