Meta's AI Payoff Has Already Begun

Meta's Q2 revenue rose 28% to $60.8 billion, while ad impressions increased 14% and average ad pricing gained 12%. AI ranking improvements lifted Facebook ad clicks 8.3% and conversions 15.7%, demonstrating tangible returns from Meta's infrastructure spending. Advantage+ reached a $75 billion annual revenue run rate, while 9 million small businesses now use Meta AI creative tools.