Advantage+ creative enhancements: which ones change your ad, and how to turn them off

What does Advantage+ creative do to a finished ad?

It makes versions of your ad that you did not design and shows them when its system predicts they will do better. Meta’s wording is that “your images and videos are optimized to versions your audience is more likely to interact with,” and that “enhancements to images and videos may vary depending on who they are shown to.”^[1] One person may see the ad as you made it; the next may see a banner Meta added, a rewritten headline or a crop you never approved. Meta’s troubleshooting page for ads that render wrongly names the culprits: “some of these enhancements, such as add overlays and text improvements, may cause your ad creative to appear different from what you expect.”^[5]

The names have moved. Until January 2025 the design-changing enhancements were sold as a bundle called standard enhancements; Meta’s developer blog lists its contents as “Visual touch-ups, Relevant comments, Add overlays and Text improvements” and says the bundle was retired in Marketing API v22.0 in favor of individual switches.^[7] The same post gives the alias that explains older guides: image_templates “or Add Overlays.”^[7] What older articles call 3D animation is now Add animation, and image expansion now lives inside Visual touch-ups, which “automatically crops and expands your chosen media to fit more placements.”^[1]

Which enhancements change the design, and which do not?

Seven redraw the picture or rewrite the words; the rest add things around the ad. The table uses Meta’s current names and descriptions from its “About Advantage+ creative” page, with our rating of the brand risk for a static ad that is already finished.^[1] The last column records only what Meta states. Where it says nothing, check the ad’s For review tab, which Meta describes as showing “enhancements that will be automatically turned on for the first time when you publish your ad.”^[3]

How do you turn each enhancement off before publishing?

In two places, and Meta is explicit that you must check both: “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.”^[2] The menu names below are Meta’s.^[2]

1. 1

   Reach the Ad setup

   In Meta Ads Manager click + Create and complete the steps until Ad setup. Choose Create ad, then Single image or video or Carousel.^[2]
2. 2

   Open Enhancements

   In Ad creative, click Set up creative and continue until Enhancements. Turn off each enhancement you do not want. The For review tab lists the ones that would switch on at publish; Media, Text and Interactivity hold the rest.^[3] Click Done.
3. 3

   Open Advanced preview

   In Ad preview, click Expand. On the Advantage+ creative tab, use the arrows on each card to see the variations Meta would show, and turn off any card still on.^[2] Click Save.
4. 4

   Check the Placements tab

   It shows “how the enhancement can vary depending on ad placements.”^[2] Look at Feed, Stories and Reels.
5. 5

   Publish

   Finish the ad and click Publish. If the ad is a duplicate, repeat steps 2 and 3 on it, because Meta applies enhancement choices per ad.^[7]

How do you turn them off after publishing, and is there an account-wide switch?

After publishing, the path is the ad’s Edit pane; and no, Meta documents no account-wide switch. Meta’s steps for a live ad: click Ads, check the box next to the ad, click Edit, go to the Advantage+ creative section where “you’ll see the number of enhancements turned on,” click Edit, turn off individual enhancements, then open Advanced preview and its Advantage+ creative tab to catch the rest, click Save, then Publish.^[2] Privyr’s guide adds a warning: editing a live ad sends it back through review and pauses it, so for an ad you cannot interrupt, duplicate it, switch the enhancements off in the copy, and compare.^[12]

At the account level, Meta’s only documented control is in Advertising settings, under Creating ads, labelled Creative features. It holds one box, Test new creative features; when checked, “Advantage+ creative enhancements and other creative features in testing may be applied to eligible campaigns.”^[4] Unchecking it stops the tests. It does not turn off the standard toggles on your ads. Jon Loomer reported in 2023 an ad account setting that read “Your Advantage+ Creative settings apply across all eligible campaigns for this ad account,” and advised keeping it off.^[11] That setting is not on Meta’s current help pages, so the per-ad toggles are the only reliable control.

Meta does not say whether a duplicate keeps your choices. Its API note says features are opted in “each time a new ad is created,” and a duplicate is a new ad.^[7] Check it as if it were new.

Which enhancements can you keep?

The ones that add something around the ad without touching the picture or the words on it. Relevant comments puts a comment under the post; Add product tags marks catalog products; Reveal details over time, Show spotlights and Show summaries pull text from your website into the ad after a few seconds of viewing.^[1] Site links appear once you add a website URL in creative setup.^[8] None of these redraw the image or reset the headline, so a designed ad loses nothing by leaving them on.

Two are judgment calls. Enhance CTA replaces the button text with one of Meta’s pre-written calls to action and can attach a promotion; Meta lets you click Customize to see the list and opt out of promotions, which beats switching it off blind.^[1] Add music is harmless to a static design, but Meta’s automatic mode may choose AI-generated music, so pick manual if the brand has a sound.^[1]

Why is brand consistency the reason to turn them off?

Because an ad in the wrong font, or with Meta’s banner across it, is not your ad. A static ad works by being recognizable: the same typeface, colors and voice as your website and your last ad. Add overlays draws a text block Meta designs, Text improvements places phrases “on or around your ad creative,” and Image generation can add “generated text and logo overlays.”^[1] Each puts words on your picture that you did not set, in a style you did not choose. Opteo names the brands it hurts most: “highly designed or artistic image creatives, where layout, composition or visuals are critical.”^[9]

Meta’s partial answer is its branding feature, which can apply your colors to image generation and Add overlays. But Meta says the feature “is on by default for ads using a generative AI creative enhancement and is off by default for all other ads,” and it covers colors, not typefaces.^[6] A lettered ad with overlays on can come back in Meta’s font in your palette, which is not the same thing.

There is a second cost: you cannot learn from an ad you did not fully see. If the winning version carried a Meta overlay, you do not know whether your headline or Meta’s banner did the work, and judging the ad gets harder. A brand kit with the fonts and colors fixed, and ads built from it, removes the reason Meta’s system has to improvise.

A pre-launch check

Five things to look at before every publish, in the order Ads Manager presents them. It takes about two minutes per ad.

1. 1

   Enhancements step: For review tab empty

   Anything listed here switches on at publish.^[3] Turn off the seven design-changing enhancements from the table.
2. 2

   Advanced preview: Advantage+ creative tab

   Open it even if the first step looked clean; Meta says some enhancements appear only here.^[2] Each card’s arrows show a version that could ship.
3. 3

   Advanced preview: Placements tab

   Look at Feed, Stories and Reels. If your own 9:16 version is uploaded, Visual touch-ups has nothing to expand; our sizes guide lists the frames to supply.
4. 4

   Copy fields

   Text improvements and Enhance CTA draw on the primary text, headline and description, so keep those tidy; see the character limits by placement.
5. 5

   After any edit or duplicate

   Repeat steps 1 and 2. Meta’s own advice is to “check what enhancements might be on by default before publishing your ad.”^[2]

Showfolk sets the headline and logo in your brand’s fonts as real layers, so the ad is finished before Meta sees it and needs no enhancing. Every version is exported at each Meta size, which is what makes the Placements tab boring. How the AI ad generator builds it.

Questions people ask

How do I turn off Advantage+ creative enhancements in Ads Manager?

At the ad level, in two places. In the ad’s Enhancements step, turn off each enhancement you do not want. Then in Ad preview click Expand to open Advanced preview, choose the Advantage+ creative tab, and turn off any card still on, because Meta says some can only be turned off there. Save, then Publish.

Is there an account-level way to turn off Advantage+ creative?

Not one that Meta documents. The Creative features setting under Advertising settings holds a single box, Test new creative features, which controls whether Meta may test new enhancements on your campaigns. It does not switch off the standard enhancements on your ads; those are turned off per ad.

Which Advantage+ creative enhancements change how my ad looks?

Add overlays, Text improvements, Enhance media text, Image generation, Visual touch-ups, Adjust brightness and contrast and Add animation. Meta’s troubleshooting page singles out add overlays and text improvements as the ones that make an ad appear different from what you expect.

Why did Meta change my ad text?

Most likely Text improvements or Enhance media text was on. Text improvements takes keywords and phrases from your copy and shows them as overlays, footers or headlines; Enhance media text rephrases the text overlay on an image ad. Both are turned off per ad in the Enhancements step or Advanced preview.

Do turned-off enhancements stay off when I duplicate an ad?

Meta does not say. Its developer guidance is that enhancement choices are set each time a new ad is created, and a duplicate is a new ad. Treat the copy as unreviewed: open its Enhancements step and the Advantage+ creative tab of Advanced preview before publishing.

Does turning off Add overlays also turn off Text improvements?

Opteo’s documentation says it does, because the two toggles are still linked in Meta’s back end from the old standard enhancements bundle. Meta’s help pages do not state this. Check both cards in Advanced preview after you change either one.

Sources

Every figure above points at one of these. Facts were last checked on October 7, 2026.

1. [1]Meta Business Help Center: About Advantage+ creative. The list of enhancements, Meta’s description of each, the statements that uploaded media and text may be adjusted and that some enhancements are on by default, and which ones Meta names as on by default
2. [2]Meta Business Help Center: Turn off Advantage+ creative enhancements in Meta Ads Manager. The menu names and steps before and after publishing, and the note that some enhancements can only be turned off in Advanced preview
3. [3]Meta Business Help Center: Turn on Advantage+ creative in Meta Ads Manager. The For review tab and the Media, Text and Interactivity categories in the Enhancements step
4. [4]Meta Business Help Center: Opt in to or out of testing new creative features in Meta Ads Manager. The account-level Creative features setting and its single Test new creative features box
5. [5]Meta Business Help Center: Troubleshoot ad rendering incorrectly issues. Add overlays and text improvements named as the enhancements that make an ad appear different from what you expect
6. [6]Meta Business Help Center: About branding for your ads in Meta Ads Manager. Branding presets cover colors for image generation and Add overlays, and the feature is off by default for ads without a generative AI enhancement
7. [7]Meta for Developers, January 17, 2025: Marketing API v22.0 impacts to Advantage+ creative enhancements. The contents of the retired standard enhancements bundle, the image_templates / Add overlays alias, and the note that features are opted in each time a new ad is created
8. [8]Meta Business Help Center: What’s new with the ad creative section in Meta Ads Manager. Site links are added by giving a website URL in creative setup
9. [9]Opteo docs: Disable ad overlays (image templates) in Meta ads. Secondary. What overlays draw, the brands they hurt, and the statement that turning overlays off also disables Text improvements
10. [10]Opteo docs: Disable text improvements in Meta ads. Secondary. Opteo’s account of what Text improvements rewrites and when to turn it off
11. [11]Jon Loomer: Why is Advantage+ creative on? (September 2023). Secondary. The 2023 ad account setting that applied Advantage+ creative across an account, and his advice to decide per ad
12. [12]Privyr: Everything you need to know about Meta Advantage+ creative features (June 2026). Secondary. Editing a live ad sends it back through review and pauses it; duplicate and disable in the copy instead