Advantage+ targeting usually performs better for lead generation because Meta’s AI:
Automatically finds users most likely to convert based on real-time behavior.
Optimizes faster when you have solid conversion events (like Leads or Purchases).
Requires less manual testing and audience segmentation.
Open targeting, while broader, can still work well if your creative is strong and Meta has enough pixel data — but it's less consistent, especially with small budgets or new accounts.
Best Practice:
Start with Advantage+ for scale and automation.
Test Open targeting if you want more control or if you're retargeting warm audiences.
Pro Tip:
Test both side-by-side in separate ad sets. Meta will favor what performs better in terms of Cost per Lead (CPL) — and you’ll get real data to decide.
