Meta Campaign Audit — Advantage Plus Audiences

Overview

During a weekly call on October 21, 2025, Sebastian flagged that Didion's Meta contact had received an email from Meta claiming they were missing 15% of opportunity by not enabling Advantage Plus audiences. This prompted an informal audit of Didion's active Meta campaigns.

Related client: ^[1]

Trigger

Meta sent Didion a recommendation email suggesting Advantage Plus audience targeting would unlock additional reach. Sebastian's read on this: it's primarily a mechanism for Meta to serve ads in lower-quality placements and generate cheaper (but less valuable) clicks — not necessarily a genuine performance gap.

"That's just a way for Meta to show your ad in placements you don't want to be at so they can get some more cheap clicks off you." — Sebastian

Findings

Current cost per submit is performing well. No immediate red flags in the active campaigns.
The campaigns flagged in the audit included employment-focused website submit campaigns (not standard lead gen).
No action was taken to enable Advantage Plus audiences at the time of review.

AI-Assisted Analysis

As part of the audit, Sebastian exported campaign data from Meta Ads Manager and uploaded it to ChatGPT for an AI-driven analysis. Key outputs from that session:

Traffic is driving efficiently, but conversion to application has room to grow
Suggestions included audience refinement and shifting spend toward weekdays
Mark noted the weekday targeting suggestion may not apply well to employment campaigns, since job seekers search around the clock

This was a live demonstration of a broader workflow practice: feeding raw ad data to AI as a first-pass analysis step before drawing manual conclusions. See ^[2] for the general pattern.

Account Context

Client: Didion (Didion Milling — didion.com)
Campaign type: Employment / recruitment (website submits)
Audit requested by: Melissa
Audited by: Sebastian

^[1]
^[3]
^[4]