2025 下半年，Meta 持续加码获客广告（Lead Ads）产品矩阵，重点聚焦于 AI 驱动优化、混合型转化路径、以及更高质量的线索验证。这不仅让广告主在提升线索数量的同时，也能有效保障线索质量，为 B2B 与 B2C 广告投放带来新的增长机会。
XMP 密切关注行业动态，精心梳理了Meta近期重要的产品更新，助力广告主广告主及时洞察风向，优化投放策略 ，接下来就让我们一起深入探究 Meta 究竟升级了哪些新功能。
Advantage+ Leads：AI 优化成为默认
Meta 将 Advantage+ Leads 设为获客类广告系列的默认模式，意味着，所有以获客（Leads）为目标的广告将自动启用 AI 优化，广告主无需广告主动手设置。默认启用后，系统会自动匹配更精准的受众和投放版位，能够有效提升转化效率。同时仍保留手动设置入口，确保灵活性。
Meta 测试结果显示，该功能可使平均合格线索成本下降 10%，平均获客成本下降 14% ，简单来说，有了这个功能，广告投放将更省钱、更高效。该功能已于 2025 年 8 月面向全球开放。
混合型Lead Ads：让用户转化路径更优
Meta推出了全新的混合型转化路径，那就是“网站和即时表单”的搭配使用，一个广告系列中可以同时支持多种获客入口（比如网站、即时表单、电话等），该功能可直接在 Meta 广告管理工具的广告组设置中开启。
目前新增的获客组合有以下三个：
具体来说，广告主在设置潜在客户广告时，不仅可以使用传统的即时表单，还可以添加您网站上用于收集潜在客户信息的页面网址。当这项功能启用后，Meta的智能系统会根据用户的行为模式和转化可能性，自动判断是将用户引导至您的网站表单，还是即时表单。这种智能优化广告系列能够在一个广告活动中同时兼顾两种转化路径，从而最大限度地提升潜在客户的获取效率。
更严格的验证，更灵活的表单
在追求线索质量与表单灵活性上，Meta 同样带来诸多实用更新。
线索信息验证升级：为确保线索真实有效，Meta 在即时表单中加入手机号验证码验证。潜在客户提交表单前，需通过一次性短信验证码核验手机号。此外，针对 B2B 广告主，Meta 新增工作邮箱验证功能，潜在客户需提供并验证公司邮箱后，方可提交表单。这一举措，助力企业更精准地获取并筛选高质量潜在客户。
表单设置灵活拓展：站内获客广告主在广告管理工具中，隐私政策 URL 不再是必填项，降低表单提交门槛，减少用户流失。同时，在即时表单编辑器中，广告主可选择多样的问题格式，多选题问题现已支持潜在客户勾选多个答案，收集信息更全面、灵活。
总结
Meta 正全力将 Lead Ads 打造成一套智能、灵活且高效的获客体系。AI 优化功能借助自动化手段，持续驱动投放效果稳步上扬，助力广告主在复杂的市场环境中，精准触达目标受众，减少无效投放，切实提升投放效益。
多入口路径贴合用户习惯，系统自动匹配最优转化方式，既优化用户体验，又帮广告主提升转化效率，实现双方双赢。
线索质量保障上，手机号、工作邮箱验证筛选出真实高质量线索；
表单设置更灵活，降低用户提交门槛、丰富信息收集维度，可为 B2B、B2C 投放业务提供有力支撑 。
对于广告主来说，下半年正是开展各类节日营销投放的关键时刻，提前了解测试和应用这些新功能，将帮助你在竞争激烈的获客战场上占得先机。
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