Aarti Samant, founder of Sorted Digital, shares her experience with Meta's AI-powered ad features, highlighting benefits and challenges for businesses and creators.
Aarti Samant (Photo by arrangement)
Aarti Samant, founder of Sorted Digital, shares her experience with Meta's AI-powered ad features, highlighting benefits and challenges for businesses and creators.
Can you elaborate on your experience with Meta’s new AI-powered ad features, particularly Advantage+ Sales and Leads Campaigns?
Honestly, my experience has been pretty solid! These tools are designed to take the guesswork out of ad targeting by automatically matching ads to the right people at the right time, all while optimizing costs.
With this new setup, whether it’s a sales, app, or leads campaign, you’re getting the same AI- driven optimizations that have already been driving strong results for Advantage+ shopping and app campaigns. I’ve personally seen a noticeable difference—especially with leads campaigns. Meta’s blog recent post highlighted that early testing, lead campaigns with Advantage+ turned ‘on’ were delivering 10% lower cost per qualified lead compared to those without it, which to me would seem accurate. I’d definitely recommend testing it out if you’re looking to get better results with less manual Tweaking.
How do you think these features will impact businesses, creators, and customers, and what benefits do you foresee?
I think these features are a win-win for businesses, creators, and customers alike. For businesses, it means less manual effort and more efficient ad spend—since Meta’s AI
The engine is constantly optimizing to reach the right people at the best possible cost. Instead of constantly tweaking audience settings or creative variations, brands can let the AI do the heavy lifting by keeping a close eye on the ads while focusing on strategy and storytelling.
For creators, this could be huge. With AI-driven targeting, their content has a better chance of reaching engaged and relevant audiences to get discovered & them to visit their profiles, rather than just getting lost in the algorithm. And for customers? They’re going to see ads that actually matter to them, instead of irrelevant promotions that don’t align with their interests. The whole experience is set to become more seamless—brands get better ROI, creators gain more reach, and customers get a more personalized ad experience.
The Opportunity Score is a new metric introduced by Meta. Can you explain how it works and how it will help advertisers optimize their campaigns?
Honestly, this might be my favorite new feature. The Opportunity Score is a 0-100 point metric that’s completely unique to each advertiser and tells you how well your campaign is set up for maximum performance.
What makes this tool really cool is that it doesn’t just give you a score—it provides real-time recommendations on how to improve performance, including leveraging AI-powered Advantage+ features. For example, when I set up my last ad, I got a quality score of 98, and Meta’s AI suggested a few structural tweaks. With just one click, I was able to optimize my campaign instantly. I read that in early tests, advertisers who followed these recommendations have seen a 5% drop in cost per result—which might not seem huge, but it adds up fast. If you’re running ads, this is definitely a game-changer.
As an early adopter, what specific challenges or pain points did you face with traditional ad campaigns, and how do these new features address those issues?
One of the biggest challenges with traditional ad campaigns was the constant manual tweaking—adjusting audience targeting, refining creatives, and optimizing budget allocation—all while trying to keep costs efficient. It was time-consuming and, honestly, felt like a guessing game at times. Today we can leverage AI for optimisation while you still keep an eye out on the health of the campaign. With Meta’s new AI-powered features like Advantage+ Sales and Leads Campaigns and the Opportunity Score, a lot of that heavy lifting is now automated.
How do you envision leveraging these AI-driven features to enhance your own content creation and engagement strategies on Instagram?
As a creator, my focus will always be on making content that truly resonates with my audience. But as a marketer, these AI-driven tools help me make smarter, data-backed creative decisions for the brands we consult
1. Smarter Targeting – No more manual guesswork. AI ensures my content reaches the right people, leading to better engagement and retention.
2. Real-Time Creative Optimization – AI shows me what’s working so I can double down on winning creatives and pivot fast when needed.
3. More Time for Storytelling – With AI handling the backend, I can focus on crafting content that stops the scroll and sparks real connections. At the end of the day, it’s about working smarter, not harder, and these tools make that possible.
What advice would you give to other creators and businesses looking to integrate these new features into their advertising strategies?
I believe that the golden rule of marketing is to be curious and adapt fast. It’s a no-brainer to test these features yourself and see how they can work in your favour. Start small—run A/B tests, tweak your targeting, and analyze. The key is to experiment, learn quickly, and optimize as you go so you know better and don’t just rely on what others say.
At the end of the day, AI won’t replace creativity, but it will amplify it. Make AI your best partner in crime!
( Source : Deccan Chronicle )
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