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

Related

• ^[1]
• ^[3]
• ^[4]