Suggestions versus controls
Meta splits audience settings in two. Audience suggestions (age, gender, detailed targeting and custom audiences to include) tell Meta where to start, and Meta says it shows ads to people matching them "and other audiences when it's likely to improve performance." Audience controls (locations, minimum age, languages and custom audiences to exclude) limit who can see your ads, and suggestions never deliver outside them. One catch on locations: Meta won't target beyond them unless you select Reach more people likely to respond to your ads.
When it is on, and how to turn it off
Meta says Advantage+ audience "is applied automatically when it's available" at the ad set level, and duplicating an older campaign with Recommended setup switches it on too. To turn it off, choose Further limit your audience or Further limit the reach of your ads, set age, gender, detailed targeting or custom audiences as controls, and untick Use as a suggestion. Raising the minimum age up to 25 or excluding a custom audience does not turn it off. It is not available for special ad category campaigns covered by Meta's financial products and services, employment or housing policies, or for social issues, elections and politics ads, and you can't exclude lookalike audiences while it is on.
How we use it
Meta recommends A/B testing Advantage+ audience for almost all campaign types, with retargeting as the exception. We treat suggestions as a starting point Meta is free to leave, and in our experience the optimization event does more of the steering than any interest stack. Anything that is a real business limit, such as a country you can't serve, an age you can't sell to, or existing customers, goes into controls or ad account settings. More in Meta's audience suggestions are a nudge.
Common questions
Is Advantage+ audience on by default?
Yes, where it's available. Meta says it is applied automatically at the ad set level, and most campaigns now start in the recommended or Advantage+ campaign setup.
Can Meta show my ads outside my chosen locations with Advantage+ audience?
Not unless you select Reach more people likely to respond to your ads. Locations are an audience control, so otherwise delivery stays inside them.
Does Advantage+ audience respect my age targeting?
Only the minimum age, which is a control Meta says can't be overruled. An age range added as a suggestion can be exceeded, and with Advantage+ audience you can't select ages under 18, or older in some countries.
How do I turn off Advantage+ audience?
Select Further limit your audience or Further limit the reach of your ads, choose the settings you need as hard limits, and untick Use as a suggestion. Raising the minimum age up to 25 or excluding a custom audience leaves it on.
Should I use Advantage+ audience for retargeting?
Meta says it isn't recommended for retargeting campaigns. It is designed to reach people beyond your inputs, which works against a campaign meant only for past visitors or customers.