MetaHow an Indonesian supplement maker used Advantage + to boost sales
Summary
Masela Adawiyah 99, an Indonesian digestive health supplement brand, aimed to boost customer leads during the Ramadan holiday period. Moving beyond their usual purchase-optimized video ads, they ran an A/B test comparing that approach with an Advantage+ shopping campaign optimized for the add-to-cart event. The Advantage+ campaign used AI to automate placements, targeting adults 25+ across Indonesia.
Creative showed product benefits with a 'Get offer' button linking to WhatsApp for lead capture. Results showed a 17% increase in leads and 15% lower cost per lead versus the traditional approach. CEO Pristiangga Dwi Saputra highlighted that Advantage+ delivered overachieved goals with efficient quality leads.
Key actionable takeaways for ad ops: (1) Test optimizing for different conversion events like add-to-cart to capture early-stage interest; (2) Use A/B testing to make data-driven decisions rather than relying on assumptions; (3) Leverage AI-powered tools such as Advantage+ to streamline campaign management and improve efficiency. The case demonstrates how small businesses can effectively compete during peak seasons by embracing experimentation and automation.
Analyst Note
What's notable here is the shift from purchase-optimized to add-to-cart optimization using Meta's Advantage+ shopping campaigns—a move that signals a broader industry trend: leveraging AI-driven automation to capture intent earlier in the funnel. For UA and monetization teams, this case underscores a fundamental truth: optimization for a downstream event (purchase) isn't always the most efficient path to leads. By testing add-to-cart, Masela Adawiyah 99 effectively decoupled lead generation from final conversion, achieving a 17% lift in leads and 15% lower cost per lead.
This aligns with the growing emphasis on privacy-compliant, machine learning–powered campaign management, where platforms like Meta handle audience and placement optimization. The key implication for ad ops professionals is that conventional optimization goals may leave value on the table. As Ramadan 2026 approaches, similar periods of heightened consumer intent will reward teams that systematically A/B test not just creatives but the optimization event itself.
The timing is critical: with third-party cookie deprecation and rising CPMs, any method that improves cost efficiency and lead quality merits attention. This experiment isn't a one-off success—it's a replicable framework for using AI to align campaign objectives with the actual purchase journey.
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