Advantage+ Sales Campaigns: What Creative to Feed Them

What Advantage+ sales campaigns are now

Advantage+ sales campaigns are what Meta used to call Advantage+ shopping campaigns (ASC). The rename landed in early 2025, and new sales campaigns now start with Advantage+ settings by default. In Meta's Marketing API documentation, a campaign counts as Advantage+ when three things are on: budget set at campaign level, Advantage+ audience, and all placements with no exclusions. Legacy ASC campaigns can no longer be created through the current API version. The original 2022 product was one flat campaign with up to 150 ads; today's version has ad sets again, each capped at 50 ads.

The settings change from year to year. The principle doesn't: Meta automates who sees the ad, where, and how budget moves between ads. What it can't automate is the idea in the ad. That makes creative the main input you still control, and the question becomes what to feed the campaign.

We answered it from the other end: by looking at what brands with many winning ads actually launch together.

What winners launch side by side

Our October 9, 2026 snapshot has 2,443 live Meta ads with $50k+ in estimated spend. 125 brands have five or more of them live. For each brand we found its busiest 30-day launch window, meaning the 30 days in which the most of its current winners started, and looked at what that batch contained.

So the typical batch that produced several winners was not 20 cuts of one ad. It was a handful of ads, covering at least two kinds of reader and two kinds of story, with videos of clearly different lengths.

Two caveats. We only see the ads that became winners; the batches almost certainly contained other ads that were switched off. And days live comes from the Meta Ad Library start date, so a relaunched ad counts from its relaunch.

The format mix

Video dominates the board (81% of winners), but statics hold their own:

Top tier means the top 10% of the board by Ad Radar's winner score (live 21+ days). Among brands with five or more winners, 71 of 125 have both a video and an image live, and those brands reach the top tier at 11.9% against 9.6% for single-format brands. The median brand in that group keeps about one static for every eight ads.

Length is the other mix that matters inside video. Of the 108 brands with at least three timed videos on the board, 76 run videos in two or more length bands (under 30 seconds, 30 to 120, over 120). By length, the share reaching the top tier is highest at 30 to 120 seconds (about 10%) and lowest under 15 seconds (3.4%, 87 ads). Our guide to the best video ad length has the full breakdown.

One real launch batch

True Classic has 16 winners live. Eight of them started within the same 30 days, between 102 and 131 days before our snapshot:

Read the batch as a set. There are three openers worth noting: a style observation about celebrities, a "guys in plain tees" scene, and body-stat openers ("6'2, 263") that let a viewer see his own build. Each appears in more than one cut. There is one static pack offer for people already sold. Two of the eight reached the top tier, and every one of them passed $150K in estimated spend.

A feeding plan for Advantage+ sales

1. Launch in batches of distinct concepts. Four to six ads per batch, each a different idea. The median batch behind multi-winner brands on our board had four winners from two awareness levels and two angles.
2. Give each concept two executions. One cut for the lead version, one for a different person or length. True Classic ran two cuts of its strongest openers.
3. Include at least one static. Images reach the top tier more often than video on our board, and an offer static covers the buyer who is already sold.
4. Mix lengths deliberately. One video under 45 seconds, one between 60 and 120. Lengths of 30 to 120 seconds are the strongest band on the board.
5. Don't judge the batch by its first week. Advantage+ will concentrate spend on one or two ads. That is normal. Watch whether the others pick up spend as frequency rises on the leader. The learning phase guide covers what resets delivery and what doesn't.
6. Refill every few weeks. Add the next batch next to the winners rather than replacing them. Our guide to account structure shows where new batches go, and how many ads per ad set covers the limits.

To study launch batches like True Classic's for brands in your niche, sort a brand's ads by days live on Ad Radar. Ads that started within the same few weeks are usually one batch, and the tags show you how the brand spread it.

Figures marked as estimated spend come from Ad Radar's model of engagement on public Meta Ad Library ads. They are estimates, labeled as such, and are best used to rank ads against each other.