Advantage+ creative is Meta's name for a bundle of automatic enhancements it can make to the images, videos and text you upload. Meta changes the ad slightly for each person or placement when it predicts the change will improve results. You choose which enhancements are allowed, ad by ad, and some are switched on by default.
What the enhancements do
The list changes often and differs between accounts, but at the time of writing it includes options along these lines:
| Enhancement type | What Meta may do |
|---|---|
| Visual touch-ups | Adjust brightness and contrast, crop or expand an image to fit a placement |
| Image animation | Turn a static image into a short video with subtle motion |
| Music | Add a soundtrack to images or video in some placements |
| Text improvements | Rearrange or swap your primary text, headline and description, or generate variations |
| Overlays and add-ons | Add elements such as a site link, product tags or comments-based highlights |
| Generative features | Expand backgrounds or create image variations with AI, where offered |
Check the creative section of the ad in Ads Manager for the exact list in your account.
How to review enhancements
- Open the ad and find the Advantage+ creative section.
- Expand it to see each enhancement and whether it is on.
- Use the preview to see examples of how your ad could appear.
- Turn off anything that changes your message, price or brand look in a way you don't accept.
Which enhancements are lower or higher risk
- Usually low risk: small visual adjustments and fitting images to placements. They rarely change the meaning of an ad.
- Worth checking: music and animation. They can feel off-brand for some categories.
- Higher risk: text improvements and generative changes. They can shift claims, tone or wording, which matters for regulated categories such as supplements and skincare, where a rewritten claim could break ad policy or local rules.
Advantage+ creative vs flexible ad format
| Advantage+ creative | Flexible ad format | |
|---|---|---|
| What it changes | The look and text of your assets | Which of your assets and formats to show |
| Level | Each ad | Each ad |
| Your input | One set of assets plus allowed enhancements | A pool of assets |
The two can run together. Dynamic creative, the older ad set level tool, has largely given way to them in Sales campaigns.
Should you use it?
For many brands the visual fit enhancements are a reasonable default, because they let one asset work across Advantage+ placements. Text and generative options deserve a deliberate decision. If you test creative, keep enhancements the same across the ads you compare, so you're testing your idea rather than Meta's tweaks. Our guide to AI ad generators covers where Meta's built-in tools fit next to dedicated creative tools.
Frequently asked questions
What is Advantage+ creative on Meta?
Advantage+ creative is a set of automatic enhancements Meta can apply to your ads, such as visual adjustments, image animation, music, image expansion and text variations. Meta applies them per person or placement when it predicts they will help, and you control them per ad.
How do I turn off Advantage+ creative enhancements?
In the ad's creative section in Ads Manager, open Advantage+ creative and switch off the enhancements you don't want. Settings are per ad, so check every new ad, because some enhancements may be on by default.
Are Advantage+ creative enhancements safe for my brand?
Small visual adjustments are usually low risk. Music, animation and especially text or generative changes can alter tone or claims, so review the previews and switch off anything you wouldn't approve yourself, particularly in regulated categories.
Should I use Advantage+ creative during a creative test?
Keep the same enhancement settings on every ad in the test, or switch them off. Otherwise you can't tell whether a result came from your creative idea or from Meta's changes to it.
