Meta Ads · Status at source date: Newsletter archive
Meta removes Page Likes campaigns in favour of profile-visit optimisation
Meta is removing the option to run Page Likes campaigns, flagged by Bram Van der Hallen. Previously, advertisers could run ads with an integrated one-click Follow button, which produced high-volume, low-cost follows.
What changed
Meta has streamlined the setup so that new Engagement campaigns offer only the "Maximise number of Instagram profile and Facebook Page visits" performance goal.
Ads now feature a "Visit Instagram profile" or "Visit Facebook Page" call to action instead of a one-click Follow. The system no longer optimises for follows; it optimises for driving traffic to the profile or page, which Meta positions as a higher-intent path to a follow.
Why it matters for advertisers
For you, this means advertisers who relied on cheap follower-growth campaigns need a new approach to audience building on Meta. Worth resetting expectations on follower-acquisition cost and reframing the metric around profile visits and downstream follow intent rather than raw follow volume.
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Original newsletter text and archive evidence
Meta removes Page Likes campaigns in favour of profile-visit optimisation
Meta is removing the option to run Page Likes campaigns, flagged by Bram Van der Hallen. Previously, advertisers could run ads with an integrated one-click Follow button, which produced high-volume, low-cost follows. Meta has streamlined the setup so that new Engagement campaigns offer only the "Maximise number of Instagram profile and Facebook Page visits" performance goal.
Ads now feature a "Visit Instagram profile" or "Visit Facebook Page" call to action instead of a one-click Follow. The system no longer optimises for follows; it optimises for driving traffic to the profile or page, which Meta positions as a higher-intent path to a follow.
For you, this means advertisers who relied on cheap follower-growth campaigns need a new approach to audience building on Meta. Worth resetting expectations on follower-acquisition cost and reframing the metric around profile visits and downstream follow intent rather than raw follow volume.
Source captured . No explicit first-contributor label was provided for this update.
