What Meta's AI-Powered Ad Updates Mean for Home Service Brands

Meta—the parent company of Facebook and Instagram—has rolled out major updates to how ads are managed and optimized. They’ve introduced a suite of AI-powered automation tools (under the name Advantage+) that now handle many of the technical elements of campaign management automatically.

Sounds easier, right? Yes—and no.

Here's What’s Changing:

Meta’s AI can now:

• Decide who sees your ad based on behavior, not just manual targeting
• Adjust your campaign in real time to maximize performance
• Create and test variations of your copy and visuals

What this means is that a lot of the mechanical "setup" work can now be done by the platform itself.

But that doesn’t mean running ads is suddenly foolproof. If anything, strategy just became even more essential.

Why the Algorithm Still Needs a Strategist

Think of Meta’s AI like a luxury self-driving car. Sure, it can steer and accelerate—but it still needs you to program the destination, choose the route, and make sure it has fuel.

What you feed the algorithm still matters. The difference between an ad that flops and an ad that drives actual leads usually comes down to:

• A clear offer
• A high-quality visual
• A well-structured campaign objective
• A funnel that follows up

Without these, automation just gets you to the wrong place faster.

What You Need to Provide (That AI Can’t)

Here’s what Meta’s automation won’t do for you:

• Clarify your value proposition
• Define your ideal client
• Craft compelling messaging that resonates with your audience
• Sequence campaigns around seasonal offers, product launches, or project timelines

Those are strategic decisions—and that’s where we come in.

Why Data-Driven Targeting Matters More Than Ever

Smart ad performance doesn’t come from automation alone. It comes from knowing how to direct it. Meta’s AI can handle the delivery, but your data is what determines the outcome. The more intentional you are about what you feed into the system, the more strategic your results will be.

Custom Audiences allow you to retarget individuals who have already interacted with your business. That could be website visitors, people who’ve engaged with your content, or past customers. This puts your ads in front of a warm audience that already knows you, making conversions more likely.

Lookalike Audiences help you reach new people who are similar to your best existing clients. You can build these from your email list, Instagram followers, or even your top purchasers. The more dialed-in your source data is, the more accurate and effective your Lookalike will be. For Lookalike Audiences it's important to use different data lists wisely, based on your campaign goals (i.e. a follower doesn't necessarily mean they fit the profile of a converting client; they could just like your IG feed).

In all? Now more than ever, your results depend on how well you guide the machine. Our biggest takeaway is to know how to use your data and match it to your campaign goals. That’s what turns automation into actual growth.

What We Recommend Now

We now advise many clients (especially home service pros with a longer sales cycle) to keep a simple, always-on baseline campaign running year-round.

This trains the algorithm to learn your brand. Then, when you want to run a seasonal promotion or showcase a new project, Meta is already primed to deliver it to the right people.

This always-on strategy builds what we call strategic momentum—so you’re not starting from scratch every time you launch a new offer.

Why Data-Driven Targeting Matters More Than Ever

Smart ad performance doesn’t come from automation alone. It comes from knowing how to direct it. Meta’s AI can handle the delivery, but your data is what determines the outcome. The more intentional you are about what you feed into the system, the more strategic your results will be.

Custom Audiences allow you to retarget individuals who have already interacted with your business. That could be website visitors, people who’ve engaged with your content, or past customers. This puts your ads in front of a warm audience that already knows you, making conversions more likely.

Lookalike Audiences help you reach new people who are similar to your best existing clients. You can build these from your email list, Instagram followers, or even your top purchasers. The more dialed-in your source data is, the more accurate and effective your Lookalike will be. For Lookalike Audiences it's important to use different data lists wisely, based on your campaign goals (i.e. a follower doesn't necessarily mean they fit the profile of a converting client; they could just like your IG feed).

In all? Now more than ever, your results depend on how well you guide the machine. Our biggest takeaway is to know how to use your data and match it to your campaign goals. That’s what turns automation into actual growth.

DIY Resources That Still Deliver Results

Even if you’re not ready to hire a strategist or agency, you can still approach your ads like a pro.

That’s why we created the Meta Ads Strategy Kits—downloadable playbooks that include:

• A step-by-step strategy guide
• A plug-and-play ad budget calculator
• Meta Ads setup instructions
• 100 visual shot ideas curated for your industry

Because the strategy still matters. And now, it matters more than ever. Want to run smarter ads in 2025? Explore the kits here.