Meta is rolling out changes in Ads Manager that remove manual placement selection at the ad set level for several campaign objectives, shifting more decisions to automated Advantage+ Placements.
Which campaign objectives are affected?
The change affects Sales, Leads, Engagement, and App Promotion. Manual placement controls reportedly remain available for Traffic and Awareness. The rollout is gradual, so available settings may differ between ad accounts.
What changes for advertisers?
Instead of selecting or excluding Facebook Feed, Instagram Stories, Reels, and other placements directly within an ad set, advertisers increasingly rely on Meta’s delivery system to allocate impressions across eligible placements based on campaign objectives. This does not eliminate every placement control.
What alternatives remain?
- Placement Value Rules: Adjust bidding values to influence distribution across supported placements without guaranteeing a complete exclusion.
- Account-Level Placement Controls: Apply supported exclusions through ad account settings, subject to objective-specific availability.
- Creative Customization: Adapt images and videos to placement-specific formats and viewing experiences.
What should advertisers do now?
Review placement-level reporting and assess performance against downstream business outcomes. For lead generation, a lower CPL does not necessarily mean better-quality leads: compare placement results with CRM qualification, conversion rates, and closed sales. Test suitable creatives and measure the effect of any Value Rules before rolling them out broadly.
Bottom line: Meta Ads Manager is moving toward more automated ad delivery. Creative quality, reliable conversion measurement, and real business performance now matter more than granular manual placement selection.