Google is urging advertisers to abandon complex campaign structures in favor of simplified setups that leverage AI. The company argues that granular targeting limits performance and data efficiency. This shift threatens the established practices of digital marketing agencies and in-house teams.

The Haus analysis reveals that while Meta's advertising platform generally shows incrementality in driving sales, the shift towards automated campaigns like Advantage+ may not improve incremental efficiency for all brands. Data from 640 incrementality tests indicates that although Advantage+ performs well in new customer acquisition, many brands still see better returns from traditional Manual campaigns in terms of overall efficiency. The findings underline the importance of understanding individual business performance relative to Meta's automated tools.