--- title: "Placements: Facebook and Instagram" description: How placements work for Meta campaigns in Plai — Advantage+ placements by default, full list of Facebook and Instagram surfaces, and how to customise placements in advanced settings. --- [Skip to content](https://help.plai.io/placements-facebook-instagram#main-content) [Submit a Ticket!](https://help.plai.io/kb-tickets/new?hsLang=en) Open main navigation Close main navigation - [Submit a Ticket!](https://help.plai.io/kb-tickets/new) How can we help you? - There are no suggestions because the search field is empty. 1. [Plai Help Center](https://help.plai.io/?hsLang=en) 2. [Launch Campaigns](https://help.plai.io/launch-campaigns?hsLang=en) 3. [Targeting & audiences](https://help.plai.io/launch-campaigns?hsLang=en#targeting-audiences) # Placements: Facebook and Instagram ## Placements control where your Meta ads appear across Facebook and Instagram. Plai uses Advantage+ placements by default, which lets Meta automatically show your ads wherever they're most likely to perform. You can customise placements in the advanced settings if you have a specific reason to restrict them. ### Default: Advantage+ placements By default, every Meta campaign in Plai runs with **Advantage+ placements** enabled. This gives Meta's delivery system full flexibility to show your ad across all eligible surfaces — Facebook, Instagram, Messenger, and Audience Network — and automatically shifts budget toward whichever placements are performing best at any given moment. **Leave Advantage+ on for most campaigns.** Restricting placements manually reduces the auction pool and typically raises CPMs. Meta's system is well-optimised and has access to more signals than you can manually configure. Only restrict placements when you have a specific creative or strategic reason to do so. ### Available placements When placements are set to Advantage+, Meta considers all of the following surfaces depending on your campaign objective and creative format: #### Facebook - Facebook Feed - Facebook Stories - Facebook Reels - Facebook In-Stream Videos - Facebook Search Results - Facebook Marketplace - Facebook Right Column - Facebook Instant Articles #### Instagram - Instagram Feed - Instagram Stories - Instagram Reels - Instagram Explore - Instagram Shop #### Messenger - Messenger Stories Not all placements are available for every campaign objective or creative format. Meta automatically filters eligible placements based on what you've selected. ### How to customise placements If you need to restrict placements — for example, to run ads only on Instagram, or to exclude Audience Network — you can do so in the **Advanced settings tab** of the campaign builder in Plai. Switch from Advantage+ to manual placements and deselect the surfaces you don't want. ### When to restrict placements There are legitimate reasons to manually restrict placements: - **Instagram-only campaigns** — if your brand is Instagram-focused or you have creative optimised exclusively for Instagram formats - **Excluding Audience Network** — if you're running a lead gen campaign and want to avoid low-quality clicks from third-party app placements - **Feed-only** — if you're testing creative performance in a controlled placement environment - **Stories/Reels only** — if you've produced vertical video creative and want to maximise its use **Restricting placements reduces scale.** Each placement you remove shrinks the eligible auction pool, which can increase costs and reduce delivery speed. Only restrict when you have a clear reason — and monitor performance after making the change. ### Aspect ratios by placement Different placements have different optimal aspect ratios for creative: - **Feed (Facebook & Instagram)** — 1:1 square or 4:5 vertical perform best; 16:9 landscape is also supported - **Stories & Reels** — 9:16 full-screen vertical is required - **Right Column** — 1:1 or landscape - **Messenger** — 1:1 or 9:16 When using Advantage+ placements, Meta will adapt your creative across formats automatically where possible — but supplying the right aspect ratio for each format gives better results.   #### Related articles - Targeting: Meta (Facebook & Instagram) - Run Meta ads (Facebook & Instagram) - Generate branded images and videos   - [Start Here](https://help.plai.io/start-here?hsLang=en) - [Connect Your Accounts](https://help.plai.io/connect-your-accounts?hsLang=en#main-content) - [Platform connections](https://help.plai.io/connect-your-accounts?hsLang=en#platform-connections) - [Troubleshoot Connections](https://help.plai.io/connect-your-accounts?hsLang=en#troubleshoot-connections) - [Pixels & tracking](https://help.plai.io/connect-your-accounts?hsLang=en#pixels-tracking) - [Account Management](https://help.plai.io/connect-your-accounts?hsLang=en#account-management) - [Launch Campaigns](https://help.plai.io/launch-campaigns?hsLang=en#main-content) - [Campaign Management](https://help.plai.io/launch-campaigns?hsLang=en#campaign-management) - [Campaign features](https://help.plai.io/launch-campaigns?hsLang=en#campaign-features) - [Platform guides](https://help.plai.io/launch-campaigns?hsLang=en#platform-guides) - [Targeting & audiences](https://help.plai.io/launch-campaigns?hsLang=en#targeting-audiences) - [Blockers](https://help.plai.io/launch-campaigns?hsLang=en#blockers) - [Creative & AI Tools](https://help.plai.io/creative-ai-tools?hsLang=en) - [Optimize & Results](https://help.plai.io/optimize-results?hsLang=en#main-content) - [AI optimization](https://help.plai.io/optimize-results?hsLang=en#ai-optimization) - [Reading results](https://help.plai.io/optimize-results?hsLang=en#reading-results) - [Improve performance](https://help.plai.io/optimize-results?hsLang=en#improve-performance) - [Budget guidance](https://help.plai.io/optimize-results?hsLang=en#budget-guidance) - [Troubleshooting](https://help.plai.io/optimize-results?hsLang=en#troubleshooting) - [Agency Operations](https://help.plai.io/agency-operations?hsLang=en#main-content) - [Agency setup](https://help.plai.io/agency-operations?hsLang=en#agency-setup) - [Client Management](https://help.plai.io/agency-operations?hsLang=en#client-management) - [Billing & subscription](https://help.plai.io/agency-operations?hsLang=en#billing-subscription) - [Reference](https://help.plai.io/agency-operations?hsLang=en#reference) [mailto:getsupport@gmail.com](mailto:getsupport@gmail.com) Copyright © 2025, Plai #### Still need help? 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