Meta Advantage+ creative enhancements: what each one changes
Advantage+ creative lets Meta crop, animate, add music, rewrite text and show extra details on your ads. This guide lists each enhancement, which ones start switched on and how to control them.
This guide is built from Meta's Business Help Center, mainly About Advantage+ creative, which lists every enhancement, and the pages on turning Advantage+ creative on and turning enhancements off. It covers what each creative enhancement does to your ad. The campaign-level side of Advantage+ (budget, audience, placements) is in our guide to Advantage+ campaigns, and the basics of campaigns, ad sets and ads are in Meta ads basics.
What Advantage+ creative is
When Advantage+ creative is on, Meta says your images and videos are optimized to versions your audience is more likely to interact with
. In practice that means Meta may crop, expand, animate, add music or text, or show extra information around your ad, and it may show different versions to different people. In Meta's words: The media and text you upload may be adjusted to help improve ad performance while maintaining the core message of your campaign
.
Three things decide which enhancements you are offered: the ad format (single image, video, carousel), the placements, and whether the ad uses a product catalog. Some are labelled as generative AI features, some are not. Two limits are worth knowing before you start: Meta says that with the awareness objective, or when you choose dynamic creative, you can't turn on Advantage+ creative. And Special Ad Category and pharmaceutical campaigns may not get every Advantage+ feature.
Where you switch it on
In Meta Ads Manager the controls sit in the ad level, inside Ad creative, in a section called Enhancements. Meta groups the enhancements into three categories, Media, Text and Interactivity, and a For review tab shows inactive enhancements and those that will be switched on for the first time when you publish. The optional Advanced preview has two tabs: Advantage+ creative, where you can see the variations and switch individual enhancements on or off, and Placements, which shows how the ad may look in each placement.
In Meta Business Suite (desktop and the mobile app) there is a single switch. Meta says Advantage+ creative is toggled on by default
there, and you can switch it off if you don't want it.
Every enhancement and what it changes
This table follows Meta's list on the About Advantage+ creative page. "AI" marks the ones Meta labels as using, or having the option to use, generative AI. Availability notes are Meta's, shortened.
| Enhancement | What it changes | Where Meta says it applies |
|---|---|---|
| Add animation (AI) | Adds movement such as panning, zooming or rotating to turn an image into a short video; text in the image may also move | Single image ads |
| Add details to ad layout | Shows app highlights such as ratings, reviews or downloads | Single image, video and carousel ads |
| Add dynamic overlays | Shows catalog details such as price or discount in a label on the media | Catalog ads, single image or carousel, Facebook Feed |
| Add music (AI) | Adds library music or AI-generated music, chosen automatically or by you | Library music: image and carousel ads on Facebook and Instagram feeds, Stories and Reels. AI music: single image ads on Facebook Reels |
| Add overlays (AI) | Shows text you provide on top of the creative, using your brand preferences if branding is on | Single image ads |
| Add product browsing | Opens a browsing experience with product details and offers on Facebook or Instagram before your website | Meta gives no format note; people may see a Facebook or Instagram experience before your website |
| Add product tags | Tags products automatically when the creative or destination URL matches your catalog | Traffic or sales objective; shown only in Instagram Feed |
| Add standard label | Highlights product information such as sale items in a label | Catalog carousel and collection ads |
| Add video effects (AI) | Raises contrast and colour vividness | Video ads |
| Adjust brightness and contrast | Adjusts the image when it may improve performance | Single image ads |
| Background generation (AI) | Creates different backgrounds for product images | Catalog ads |
| Create sticker CTA (AI) | Adds an image sticker to the call-to-action button, AI-made or uploaded | Single video ads |
| Dynamic description | Chooses when to show the carousel description | Carousel, collection and catalog ads |
| Enhance CTA (AI) | Swaps your CTA link sticker for a pre-written one, can add promotions such as a discount or free shipping | Image or video ads in Facebook and Instagram Stories; catalog ads in Instagram Stories |
| Enhance media text (AI) | Rewrites the text overlay on an image into variations; the visual stays the same | Single image ads in Facebook and Instagram feeds, Reels and Instagram Stories |
| Flex media | Lets one image or video run in more placements than the one it was made for | Single image and video ads |
| Highlight carousel card | Moves the best-performing card to the front | Carousel ads |
| Image touch-ups (AI) | Fits product images to 4:5 and 9:16, automatically or with manual crop, borders or zoom | Catalog ads; overrides Commerce Manager crop settings |
| Profile end card | Adds a last card with your Page's profile picture | Carousel ads on Facebook and Instagram |
| Relevant comments | Surfaces comments on the ad that may help it perform | Single image and video ads |
| Reveal details over time | Shows more details from your website or app store page as people keep looking | Single image or video; Instagram Stories, Facebook Reels and Feed |
| Show spotlights | Shows text and images from your website after a few seconds | Single image or video; Instagram Stories and Reels |
| Show summaries (AI) | Adds an AI-written summary of selling points between the footer and comments | Single image or video; Facebook and Instagram Feed |
| Store locations | Highlights nearby physical stores | Sales, traffic or engagement; single image or video; needs Store Pages |
| Text generation (AI) | Writes up to 5 variations of primary text and headline | Single image, video and carousel ads |
| Text improvements (AI) | Takes phrases from your copy and shows them on or around the creative, for example as overlays or headlines | Single image, video and carousel ads |
| Translations (AI) | Translates text, voice or image overlays into the viewer's language | Text: image, video, carousel. Voice: video with voiceover. Overlays: single image |
| Video subtitles (AI) | Generates subtitles from the audio | Single video ads with English voiceover, Instagram Reels |
| Video touch-ups (AI) | Crops, or expands with generated pixels, to 9:16 or 4:5; expansion covers up to the first 15 seconds | Single video and existing post video ads; expansion only in Facebook Feed and Reels |
| Visual touch-ups (AI) | Crops and expands images with generated pixels to fit more placements | Static single image ads |
Catalog ads here means what Meta's page calls Advantage+ catalog ads; Meta's newer pages call them ads with product media (see our Meta catalog guide). On flexible media, Meta's flexible media page adds that it tries to detect when important parts of an image would be cropped out and won't deliver those versions, but it can't do the same for videos yet. It also says flexible media is gradually moving to Advantage+ creative
, so depending on objective you'll find its switch on the Crop screen or under Enhancements.
Enhancements that are on by default
Meta states: Some enhancements may be turned on by default
. The list above names several: add product tags (traffic or sales objective with a catalog), reveal details over time, show spotlights and show summaries (single image or video). Meta's Review default-on creative features page explains the Review defaults button next to advanced preview. It lists the creative features that are on by default for your ad, grouped into categories such as Advantage+ creative enhancements, translations, interactive experiences, related media, format display options and personalized destinations, with an Edit link for each. Features you switched on yourself don't appear there.
There is also an account-wide setting. In Advertising settings, under Creating ads and Creative features, the box Test new creative features lets Meta apply creative features that are still in testing to eligible campaigns. Meta's opt-in page says only eligible advertisers see it.
Turning enhancements off
Meta's advice is to check the ad preview and review how the enhancements might adjust your ad creative before publishing your ad
. The places to switch things off:
- While creating the ad: in Ad creative, go to Enhancements and switch off or customise each one. Meta warns:
Some enhancements can only be turned off in Advanced preview
, so check both places. - After publishing: on the Ads tab select the ad, click Edit, open the Advantage+ creative section (it shows how many enhancements are on), make changes, check Advanced preview too, then Save and Publish.
- For many ads at once: the bulk edit option under the menu next to Edit shows which enhancements each ad has, and lets you set them for all. All selected ads must have the same ad format.
- Everything: in Advanced preview's Advantage+ creative tab there is an All optimizations toggle.
Text: generation and optimize text per person
Text generation (formerly text variations) writes up to five variations of your primary text and headline, optionally in the voice of personas Meta builds from your account and ads. Meta says variations with and without personas currently work when the primary text is in English, Portuguese or Spanish, and the feature isn't in every region or language yet.
A separate setting, Optimize text per person, means the text you provide may appear in any location of your ad and may appear with any other text you've provided
. If it shows as enabled in Ad creative, you have opted in to enhancements. To switch it off for image ads, Meta says to turn off visual touch-ups, relevant comments, add overlays and text improvements; for video ads, video touch-ups, relevant comments and text improvements; or switch off All optimizations. Every headline and text option you enter should therefore make sense next to any other one.
Generative AI: labels, terms and branding
Labels. Meta's AI info page says it automatically labels ads when features such as background generation, image generation or add animation are used to create or significantly edit an image or video. It also labels ads it detects were made with third-party AI tools, using standards such as C2PA metadata. Most of the time the label sits in the three-dot menu under About this ad, and Ads Manager tells you before publishing when a label will appear. In some places with their own AI rules (Meta names the European Region, California, New York, India and Taiwan), you may be able to self-disclose AI use so the label shows next to the ad label. Ads about social issues, elections or politics have a separate, mandatory disclosure for realistic AI-made or AI-edited media.
Terms and access. Meta launched the Ad Creative Generative AI Terms on May 6, 2024; they apply to its generative AI creative features. Meta also says advertisers in financial services, pharma and health, housing, employment, credit and social issues, elections or politics, and in certain countries, may not have immediate access to all generative AI features
.
Branding. Meta's branding feature, still rolling out, stores presets for colours and font (used by image generation and add overlays), logo (image generation), text tone (text generation) and visual style (image generation backgrounds). Meta suggests presets from your URLs, past ads, Facebook Page and Shopify account, and you can confirm, edit or remove them. Branding is on by default for ads that use a generative AI enhancement and off for other ads.
What reporting shows
Enhancements don't create separate ads. Meta's text generation page puts it plainly: Since reporting is based on a single ad, you won't see performance details for specific text variations.
The same applies in practice to the other variations: you see results for the ad, not for each crop, overlay or music choice. What you can see before publishing is the preview, and Meta notes that ad previews don't include all possible formats
, so published ads may look slightly different.
If you need to know whether enhancements help your account, the clean way is a test that compares versions, which is covered in our guide to A/B testing in Meta Ads Manager.
Our view
This is our own working practice, not Meta guidance.
- Open Review defaults and Advanced preview on every new ad. The defaults change over time and some switches only live in Advanced preview.
- Supply creative in the aspect ratios you care about (for example 9:16 and 4:5) so Meta has less to crop or generate.
- Switch off anything that could change a claim: enhanced CTAs with promotions, AI summaries and rewritten overlays if your offer, price or legal wording must stay exact.
- Keep the music and animation enhancements for brands where they fit, and check the preview with sound on.
- Write every headline and primary text option so that any two can appear together.
- If you are in a regulated sector, expect some AI features to be missing, and check AI labelling rules for the countries you target.
Frequently asked questions
Is Advantage+ creative the same as an Advantage+ campaign?
No. Advantage+ creative works at the ad level and changes how your images, videos and text are shown. An Advantage+ campaign is about budget, audience and placement settings. You can use either without the other.
Can I use Advantage+ creative with every objective?
No. Meta says you can't turn it on with the awareness objective or when you use dynamic creative, and Special Ad Category and pharmaceutical campaigns may not get every feature.
Will people see that my ad used AI?
Sometimes. Meta automatically adds an AI info label, usually under About this ad, when its own tools create or significantly edit an image or video, or when it detects third-party AI tools. Ads Manager tells you before publishing when that will happen.
How do I switch off all enhancements at once?
In the ad's Advanced preview, open the Advantage+ creative tab and toggle off All optimizations. For many ads with the same format, use bulk edit from the Ads tab.
Can I see which variation performed best?
Not per variation. Meta reports on the ad as a whole, so you won't see results for each text variation or enhancement.
For more on Meta advertising, see our guides to Advantage+ campaigns, Meta ads basics and Meta catalogs.