What are Advantage+ creative enhancements?
Advantage+ creative enhancements are automatic edits Meta can apply to your ad's images, videos and text, such as adding music, animation, overlays or brightness changes, to produce versions your audience is more likely to engage with. Some are on by default. You can review them in advanced preview and turn each one off.
Advantage+ creative is Meta’s set of automatic adjustments to the media and copy you upload. With it on, Meta may alter images, videos and text so different people see versions it expects them to respond to, while trying to keep your campaign’s core message. Which enhancements you get depends on the ad format, the placements and whether you use a catalog, and some may be on by default.
What does Advantage+ creative change in your ad?
Meta says the media and text you upload may be adjusted, and enhancements can vary by who sees the ad. If you turn on the branding feature, Meta tries to use your brand preferences in some enhancements. Enhancements that use generative AI are labelled “AI” in Meta’s list.
Which enhancements does Meta list?
These are some of the enhancements on Meta’s “About Advantage+ creative” page, with the limits Meta states:
| Enhancement | What it does | Where Meta says it applies |
|---|---|---|
| Add animation (AI) | Adds panning, zooming or rotating to turn an image into a short video | Single image ads only |
| Music | Adds library or AI-generated music | Library music: single image and carousel ads in Facebook and Instagram Feed and Reels, and Instagram Stories |
| Add overlays (AI) | Shows text you provide on the creative | Single image ads |
| Brightness and contrast | Adjusts the image if it may improve performance | Single image ads only |
| Video effects (AI) | Raises contrast and colour vibrancy | Video ads |
| Enhance media text (AI) | Rewrites your text overlay into variations | Single image ads in some Facebook and Instagram placements |
| Product tags | Tags catalog products that match your creative | Shown only in Instagram Feed |
| Dynamic overlays | Shows catalog prices or discounts on the media | Advantage+ catalog single image or carousel ads in Facebook Feed |
| Background generation (AI) | Creates varied backgrounds for product images | Advantage+ catalog ads only |
| Flex media | Delivers one image or video to more placements | Single image and video ads |
The list on Meta’s page is longer than this table, so check it for your format.
How do you turn enhancements off when creating an ad?
- Go to Meta Ads Manager and click + Create.
- Complete the steps until you reach ad setup.
- Select Single image or video, or Carousel, as the format.
- Click Set up creative in the ad creative section and continue to Enhancements.
- Turn off the individual enhancements you do not want, then click Done.
- Click Expand in the ad preview to open advanced preview.
- Open the Advantage+ creative tab and switch off any remaining enhancements.
- Click Save, then finish and publish the ad.
Meta notes that some enhancements can only be turned off in advanced preview, so check both places.
How do you turn them off after publishing?
- Go to Meta Ads Manager and click Ads.
- Tick the ads you want to change and click Edit.
- Click Edit in the Advantage+ creative section, which shows how many enhancements are on.
- Turn off individual enhancements in the Advantage+ creative tab.
- Check advanced preview for any enhancement not shown there.
- Click Save, then Publish.
Can enhancements apply even if you did not choose them?
Yes. Apart from the enhancements that are on by default, Meta’s text best-practice page says that if you have opted in to test new optimizations in advertising settings, test enhancements may be applied to eligible campaigns whether or not you opted into Advantage+ creative at the ad level. You can opt out of new optimization testing at any time.
FAQ
Are Advantage+ creative enhancements on by default?
Some are. Meta says some enhancements are turned on by default and that you can turn them off at any time. It recommends checking which ones are on before you publish and reviewing the ad preview so you can see how your creative may be adjusted.
Can every advertiser use the generative AI enhancements?
Not right away. Meta says certain industries, such as financial services and pharma or health, ads in housing, employment or credit categories, ads about social issues, elections or politics, and some countries may not have immediate access to all generative AI features.
Will my headline and primary text be rewritten?
They can be. Meta warns that if you use enhancements such as text improvements, the text you upload may be adjusted. If you want your exact wording to run, check the enhancements list and advanced preview before publishing, and switch off the text-related enhancements.
Sources
- About Advantage+ creative (Meta, checked 2 Oct 2026)
- Turn off Advantage+ creative enhancements in Meta Ads Manager (Meta, checked 2 Oct 2026)
- Creative best practices for text in ads (Meta, checked 2 Oct 2026)
- About flexible media in Meta Ads Manager (Meta, checked 2 Oct 2026)
Drafted with AI and checked claim by claim against the pages linked under Sources. Found a mistake? Tell us via the corrections policy.