Advantage+ creative
Advantage+ creative is Meta's name for the automatic enhancements it can apply to an ad: animation, music, overlays, brightness and contrast, generated backgrounds, rewritten text, translations and more. Meta adjusts your images, video and text into versions it predicts each viewer is more likely to act on. Some enhancements turn on by default, chosen per ad, and each one is switched off per ad, not for the whole account.
How does Meta describe Advantage+ creative?
From Meta's About Advantage+ creative:
When you turn on Advantage+ creative in Meta Ads Manager and Meta Business Suite, your images and videos are optimized to versions your audience is more likely to interact with.
And the sentence to read before you publish: "The media and text you upload may be adjusted to help improve ad performance while maintaining the core message of your campaign." And what's on offer varies: "Different creative enhancements may be available depending on your selected ad format, placements and whether you're using a catalog."
What are the enhancements?
The page lists 31, and marks 17 with "(AI)" for generative AI. A sample:
| Enhancement | Marked AI |
|---|---|
| Add animation, Add music, Add overlays | Yes |
| Background generation, Image generation, Image touch-ups | Yes |
| Text generation, Text improvements, Translations | Yes |
| Video subtitles, Video touch-ups, Visual touch-ups | Yes |
| Adjust brightness and contrast, Add product tags | No |
| Flex media, Highlight carousel card, Relevant comments | No |
The page adds that images "created or significantly edited with certain Meta generative AI creative features" may carry AI info on the "About this ad" screen. The full list is in the long version.
Which enhancements are on by default?
There is no fixed list. Meta's Review default-on creative
features says "some
creative features may be enabled by default, if we predict they will help
improve performance." They're labeled On by default, and a Review defaults
tab next to the advanced preview groups them under seven categories, of which
Advantage+ creative enhancements is one. That tab has a gap: "features manually
opted-in will not show on this surface."
How do you turn Advantage+ creative off?
Per ad, in two places. Meta's turn-off page repeats one note in both its paths:
Some enhancements can only be turned off in Advanced preview, and won't be visible in the Ad creative. To review the status of all enhancements, check both sections.
The account-level checkbox people pass around, Test new creative features, covers something narrower. Meta's opt-in page says opting in means "Advantage+ creative enhancements and other creative features in testing may be applied to eligible campaigns". It doesn't switch off the enhancements already generally available.
What it means for your ads
- Check both panels on every new ad. The Enhancements step and the Advantage+ creative tab in Advanced preview, then Review defaults.
- Decide by brand, not by habit. If your type, color and copy are tightly controlled, the visual and text enhancements are the ones to review first.
- Know what you give up. One of Meta's creative fatigue fixes is Advantage+ creative, which "automatically creates variations of your ad using a single image or video". Switch it off and the variations have to come from you.
Common mistakes
- Trusting a checklist of defaults. Defaults are predicted per ad, so someone else's list describes someone else's ad.
- Turning off one panel. The enhancements you can see in Ad creative are not all of them.
Sources
- About Advantage+ creative — Meta Business Help Center: the definition, "may be adjusted", the 31 enhancements and their AI marks, the AI info note (rendered in a browser, accessed 2026-10-16)
- Review default-on creative features in Meta Ads Manager — Meta Business Help Center: defaults "if we predict", the Review defaults tab, the seven categories, the opt-in gap (rendered in a browser, accessed 2026-10-16)
- Turn off Advantage+ creative enhancements in Meta Ads Manager — Meta Business Help Center: both turn-off paths and the Advanced preview note (rendered in a browser, accessed 2026-10-16)
- About creative fatigue recommendations in Meta Ads Manager — Meta Business Help Center: Advantage+ creative as a fatigue fix (rendered in a browser, accessed 2026-10-16)
- Opt in to or out of testing new creative features in Meta Ads Manager — Meta Business Help Center: what the account-level checkbox covers (rendered in a browser, accessed 2026-10-16)
Meta's help pages are client-rendered and show no date; all five were read in a real browser on 16 October 2026. Meta revises them without notice, and which enhancements you see depends on your format, placements and account, so check the source before acting on any of it.
Terrads makes your variations on purpose, starting from your brand kit, so you can switch off the enhancements that edit your media and still have variety to test.