Advantage Plus Needs Guidance

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Ready for another day of staying ahead of the competition in the Growth race?

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💡What Meta Says vs. What Actually Works in Ads

Zuckerberg wants you to believe ads will soon run themselves, just plug in your card and watch the sales roll in. But in the real world? Meta’s automation still needs a savvy marketer behind the wheel.

Here’s what Rémi Kerhoas recommends based on what’s actually working today on Meta Ads, and what to skip.

1️⃣ Goals Matter More Than You Think: Meta loves it when you pick easy options like “Traffic” or “Leads.” But here’s the catch: its AI takes your selection at face value. “Traffic” gets you visitors, not buyers. Want more than clicks? Use “Conversions” instead, and define a meaningful action (like purchases or signups). Meta won’t override your goal, so make sure it’s tied to your real business outcomes.

2️⃣ Don’t Get Conned Into Server-Side Tracking: Yes, Meta’s Conversions API is all the rage, especially after iOS 14. But if you’re a small brand with modest traffic, it won’t fix everything. Ad blockers still block. Privacy laws still apply. Native integrations (like Shopify) help, but custom setups can get pricey.

Better move: skip it unless you’re operating at real volume.

3️⃣ Advantage+ Isn’t Magic: Meta’s big pitch? No need to target, just use Advantage+ and let AI decide. And to be fair, it works well for reach and cheap CPMs. But without the right goal, it tanks fast. Alternative? Try broad manual targeting. You’ll keep scale and regain some control.

The Takeaway

Meta Ads are becoming more automated, but is the dream of fully hands-off ads? Still a fantasy. If you want results, keep steering. Great strategy still beats blind trust in AI.

Zoomers in 2025: What’s Changed, and What Brands Should Do

A year ago, we explored Gen Z’s habits. Fast-forward to 2025, and things have evolved fast. AI is now in everything, the economy is shaky, and zoomers? They’re sharper, savvier, and way more intentional.

Zoomers shop where they scroll: 66% of Gen Z is buying directly from TikTok. Instagram and Facebook still matter, but TikTok is now a full-on sales engine. If you want in, skip the polished ads. Go lo-fi, go native, and make it vibe. Bonus: they’re 40% more likely to buy trending products on socials.

They’re visual and skeptical: Forget long reviews, zoomers want proof. Photos, videos, unboxings. And they’re going to cross-check you. On TikTok. On Reddit. Even in DMs. So, make your UGC visible everywhere. Be consistent and authentic.

Make them laugh, and they’ll stay: Comedy tops the content list, followed by educational and lifestyle pieces. For male audiences, add trending news; for females, beauty and personal stories resonate more.

Influencers matter, real ones: Over half of Zoomers trust influencer recommendations, but AI influencers? Not quite yet. Authenticity still rules, so keep your human creators front and center.

Webrooming is real: Zoomers browse online but love to buy in-store. Add real-time inventory, store locators, and location-based push messages.

And yes, they care about money: Gen Z is talking finance more than ever. They want value, not vanity. Highlight savings, self-investment, and success stories.

Bottom line

Zoomers want funny, fast, and authentic. They won’t fall for fluff, but if your brand shows up smartly across platforms, they’ll not just notice, you might earn their trust (and cart).

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