Meta Advantage+ automates delivery inside Meta. Lapis is the advertiser layer around every channel: it creates the ads and landing pages, runs structured experiments, and keeps you in control of the strategy Advantage+ can't see.
See how Lapis works
Lapis
Lapis creates the on-brand ads and matched pages Advantage+ runs on, then keeps one learning loop across Meta, Google, and more, with you in control of brand, budget, and approvals.
Meta Advantage+
Advantage+ optimizes bidding and placement within Meta using its first-party signal, but you hand creative and budget to a black box, and there are no landing pages and no view beyond Meta.
Trusted by 1,500+ marketing teams including
Advantage+ optimizes delivery inside Meta. Lapis creates the inputs, adds landing pages, and keeps transparent learning you own across channels.
Advantage+ still needs creative to run. Lapis generates complete, on-brand ad directions from your brand and product context, ready to feed into Meta.
RapidDomain builds a complete, on-brand page matched to each ad and tests full-page variants, covering the part of the funnel Advantage+ does not touch.
Compare runs, themes, and winners across Meta, Google, and more in one place, instead of optimizing a single platform in isolation.
Compare directional forecasts for impressions, clicks, and CTR before you spend, then let live results become the source of truth.
Build distinct messages and visuals for the segments that matter, so audience strategy is something you shape rather than hand entirely to automation.
Every ad is labeled across dimensions like angle, audience, and proof, so your learning is transparent and portable instead of locked inside one platform.
Advantage+ and Lapis do different jobs. A lighter check on Lapis means Meta owns that job; a lighter check on Advantage+ means Meta does it inside its own platform.
| Lapis | Meta Advantage+ |
|---|---|
Not included: Automated bidding and delivery inside Meta | Included: Automated bidding and delivery inside Meta |
Not included: Real-time in-platform optimization | Included: Real-time in-platform optimization |
Not included: Native Meta first-party delivery signal | Included: Native Meta first-party delivery signal |
Included: Generates original on-brand ad creative | Not included: Generates original on-brand ad creative |
Included: A matched landing page for every ad | Not included: A matched landing page for every ad |
Included: One learning loop across channels | Not included: One learning loop across channels |
Included: Works beyond Meta (Google, ChatGPT, and more) | Not included: Works beyond Meta (Google, ChatGPT, and more) |
Included: Performance forecasting before you spend | Not included: Performance forecasting before you spend |
Included: Audience-specific creative you control | Not included: Audience-specific creative you control |
Included: Creative tagged and scored across nine dimensions | Not included: Creative tagged and scored across nine dimensions |
Included: Transparent, portable learning you own | Not included: Transparent, portable learning you own |
Not included: Fully hands-off single-platform automation | Included: Fully hands-off single-platform automation |
Included: You control brand, budget, and approvals | Included: You control brand, budget, and approvals |
Lapis
Meta Advantage+
Advantage+ optimizes whatever creative it is given. Lapis makes the on-brand creative and matched pages that give the algorithm something better to work with.
Platform automation optimizes one auction. Lapis keeps one view and one learning loop across Meta, Google, and more.
Black-box automation keeps its reasoning inside the platform. Lapis records transparent, portable learning your team controls.
if you need to...
if you need to...
Lapis works alongside Advantage+, not instead of it. Meta controls bidding, placement, and delivery; Lapis creates the inputs and the cross-channel intelligence around them.
Start with one campaign and build the creative, pages, and cross-channel learning around it.
