Advantage+ Sales Campaigns
A sales campaign that leaves budget, audience and placements to Meta's AI. Accurate purchase data and creative variety decide the result.
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Social media ad platform
Meta Ads Management: Facebook, Instagram and WhatsApp Advertising
Facebook, Instagram, Messenger, WhatsApp and Threads ads all run from one Meta ad account, sharing the same audiences and measurement. In Türkiye, this is often where brands meet customers most often: the product is discovered on Instagram, questions are asked on WhatsApp, and the purchase closes on the site or in the chat. Our Meta ads management measures each step of that journey separately, from campaign objective to Conversions API.
Purpose and appearance
What do we use this platform for?
We use Meta ads to reach people who are not yet searching for the product but are likely to be interested, using images and video, and to turn that interest into orders on the site, in a WhatsApp chat or through a lead form. In the same account, we run prospecting campaigns alongside campaigns that bring past customers back, and measure each one's contribution to revenue separately.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
Meta Ads
campaign types and ad formats within Meta Ads
Advantage+ Catalog Ads
Meta Advantage+ catalog ads (dynamic product ads) for retargeting and new customers, built on a clean feed and correct Pixel matching.
ExploreLead Ads
Facebook and Instagram lead ads with instant forms, managed for lead quality through qualifying questions and CRM feedback.
ExploreMessaging (WhatsApp) Ads
Campaigns that open a WhatsApp, Instagram Direct or Messenger chat from an ad. The first choice for brands that sell through WhatsApp in Türkiye.
ExploreAwareness and Reach Campaigns
Facebook and Instagram awareness campaigns with reach, frequency and ad recall goals, introducing the brand ahead of launches and sales periods.
ExploreTraffic and Engagement Campaigns
Mid-funnel Meta campaigns that bring relevant people to your site, profile or content and build warm audiences for sales campaigns.
ExploreApp Promotion Campaigns
App install, in-app event and re-engagement campaigns, optimized with SDK or MMP data toward users who sign up and buy.
ExplorePartnership Ads
Meta Partnership ads that run creator content under both the creator's and the brand's name, measured and scaled with budget.
ExploreChoosing the right Meta campaign objective and conversion location
Ads Manager offers six campaign objectives: Awareness, Traffic, Engagement, Leads, App promotion and Sales. The objective alone is not enough. The conversion location chosen at ad set level (website, app, messaging, calls or instant form) and the performance goal determine who Meta shows the ad to. The same Sales objective reaches an entirely different audience when the conversion location is WhatsApp.
A brand that expects sales but launches its campaigns with the Traffic objective is one of the first setup errors we catch in account audits. In that case, Meta finds users who are likely to click but not to buy: cost per click falls while revenue stays flat. That is why, for every campaign, we check whether the objective and conversion location match where the sale actually closes.
Advantage+ campaigns after Meta's 2025 consolidation
Advantage+ shopping (ASC) and Advantage+ app (AAC) used to be separate campaign types. In 2025, Meta merged them into a single structure: a campaign with a Sales, App promotion or Leads objective counts as Advantage+ when Advantage+ campaign budget, Advantage+ audience and Advantage+ placements are all switched on. Marketing API v24.0 (8 October 2025) blocked the creation of new campaigns in the old structure, v25.0 extended this block to all API versions, and campaigns left in the old structure have been read-only since May 2026.
Manual campaigns have not gone away either: switching off any of the three settings turns the campaign back into a manual setup. In our account plans, the Advantage+ structure looks for new customers in broad audiences, while clearly bounded jobs, such as announcements to dealers or an offer for a single city, stay in manual campaigns. On the Advantage+ side, some controls remain in our hands: location, mandatory age limits and block lists for brand safety.
Meta Pixel vs Conversions API: why you need both
Meta Pixel runs in the browser; because of ad blockers, iOS privacy settings and users who decline cookie consent, some events never reach Meta. Conversions API sends the same events from the server. When we set up both and deduplicate them with the same event_id, Meta sees more purchases without double counting. We usually implement this through a Google Tag Manager server container or the e-commerce platform's native integration.
- We check event match quality in Events Manager; if hashed email and phone are not sent, the score stays low.
- We verify that the value and currency parameters on the Purchase event come through correctly in TRY.
- We tie the Pixel's firing conditions to the consent management tool in line with KVKK (Türkiye's personal data protection law).
- We compare the sales Meta reports with GA4 and the order dashboard every week; if the gap widens more than expected, we investigate why.
Running Meta ads in Türkiye: WhatsApp, Instagram and the profile
In Türkiye, sales in many categories close in a WhatsApp chat: furniture, boutique fashion, jewelry, private tutoring, clinics. For these brands, optimizing for an on-site purchase event steers the campaign in the wrong direction, because the purchase Meta is waiting for never happens. Instead, we optimize for conversations started with messaging ads and measure sales from chats separately.
Instagram's share is also high. Brands that do not prepare vertical creatives for Reels and Stories appear in these placements with cropped images. We examine which creative works and why separately through creative analysis. The profile is part of the account too: some users who see an ad visit the profile and look at comments and story highlights before buying, so we treat the profile layout together with the campaign.
Meta Ads: when do we recommend it?
We recommend it
- E-commerce and D2C brands that can explain their product with images or short videos
- Local businesses that take orders in chat, such as furniture, jewelry, clinics and private tutoring
- Brands launching a new product for which search demand does not yet exist
- Education, real estate, healthcare and automotive businesses collecting consultation requests
We don't recommend it
- Emergency services where demand comes almost entirely from search (such as locksmiths or towing); search ads come first here
- Platforms that do not allow Pixel or Conversions API to be installed
- A B2B decision-maker audience of a few hundred known individuals
How we manage Meta Ads
- Asset and ownership checkWe check that the ad account, Pixel, catalog and domain verification sit in the brand's own business portfolio.
- Event infrastructureWe set up Pixel and Conversions API with deduplication and test event match quality and purchase value.
- Objective and conversion locationWe choose the website, messaging or instant form location based on where the sale closes.
- Creative by placementWe have square or 4:5 versions produced for Feed and 9:16 for Reels and Stories, keeping text within the safe zone.
- Learning and scalingWe increase budget gradually without disrupting the learning phase and validate major decisions with lift tests.
Meta Ads: metrics and requirements
Metrics we track
- Purchase ROAS
- Cost per result
- Event match quality
- Frequency
- Cost per conversation
- New customer rate
What you need to get started
- A business portfolio and ad account owned by the brand (we work with partner access)
- A verified domain, Meta Pixel and Conversions API
- A Facebook Page and a linked Instagram professional account
- A WhatsApp Business number for messaging campaigns
- Images and video in square, 4:5 and 9:16 formats
Official sources
The Brand Move Meta Team
Contact us nowTo learn more about Meta ad formats, contact The Brand Move Meta team today.
Explore further
Social Media Advertising overview
Other Social Media Advertising platforms
TikTok Ads
TikTok ads management for the formats available in Türkiye: In-Feed, Spark Ads, Smart+, Lead Generation, Ad Network and reserved premium formats.
ExplorePinterest Ads
Pinterest ads management for brands that want to reach people planning a purchase, in non-branded search and the home feed.
ExploreX Ads
X (Twitter) ads built on conversation targeting around sports, finance and trending topics, with the right billing event and brand safety lists.
ExploreFrequently asked questions
Meta Ads: frequently asked questions
Do we need separate campaigns for Facebook and Instagram?
In most cases, no. With Advantage+ placements, the same ad runs on Facebook, Instagram and Threads, and budget shifts to wherever results are cheaper. We only split placements for an Instagram-only launch or platform-specific creative, keeping in mind that the campaign then no longer counts as Advantage+.
What is an Advantage+ campaign on Meta now?
Since 2025, a campaign with a Sales, App promotion or Leads objective counts as Advantage+ when Advantage+ campaign budget, Advantage+ audience and Advantage+ placements are all switched on. Turning off any of the three makes it a manual campaign. The old Advantage+ shopping and app campaign types have been phased out.
Is the Meta Pixel enough, or do we need Conversions API?
The Pixel runs in the browser, so ad blockers, iOS privacy settings and declined cookie consent stop some events from reaching Meta. Conversions API sends the same events from the server. We set up both and deduplicate them with the same event_id, so Meta sees more purchases without double counting.
How long does the learning phase take on Meta?
According to Meta, an ad set exits the learning phase once it collects around 50 optimization events within roughly a week of its last significant edit. For ad sets that cannot reach this volume, we consolidate them or temporarily optimize for a more frequent event, such as add to cart instead of purchase.
Should the ad account sit with the agency or the brand?
The ad account, Pixel and catalog should sit in the brand's own business portfolio; we work with partner access. That way, event history, custom audiences and payment details stay with the brand if the agency changes. In some accounts we take over, the Pixel is still in the previous agency's portfolio, and fixing that is our first task.
Can we run ads on Threads and WhatsApp?
Threads ads opened to all advertisers in January 2026 and are included in Advantage+ placements by default. Click-to-WhatsApp messaging ads are available; access to Status ads in the WhatsApp Updates tab is something we check account by account in Türkiye before planning a campaign.
Let's run a first Meta Ads review together.
In a free call we review your creatives, pixel and Conversions API setup and audience structure, then send you the first three opportunities in writing.
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No sales pressure. Just findings.