Yes - but not in a bad way.
The recent Facebook Ads changes, especially around Advantage+ updates, mean the structure behind your campaigns is shifting, even if your goal (getting local leads) stays the same.
Here’s what that means for your strategy:
1) You can still run lead generation campaigns just like before, but now they’re built inside the new Sales campaign flow, which may automatically trigger Advantage+ behavior if your setup fits the criteria.
2) Custom audience exclusions are now available, which is a game-changer. You can exclude past leads or customers to keep your targeting clean.
3) Meta is leaning toward broad targeting, even for local businesses. So, instead of stacking interest groups, focus on a tight geo-radius and let the algorithm work its magic.
4) You’ll want to test both Instant Forms and landing pages, depending on your lead funnel. Meta favors native tools, but conversion quality matters too.
So yes, you should tweak your setup, but your core strategy still works. Just adapt to the new framework, leverage the flexibility, and focus on clean, creative with a clear local call to action. That’s what’s winning right now.