You hand Meta one ad: your text, your photo, your button. The shopper in the Facebook or Instagram feed may see something different: rewritten text, a painted-in background, music, or a price badge. This is not a glitch but a feature called “Advantage+ creative”. Below: what exactly it changes, why a single switch is not enough, where to turn things off at launch, and what to do if the ad is already running. We checked the facts on October 27, 2026 against Meta’s help and developer documentation and practitioners’ reviews; where the original cannot be read, we say so.
What Meta changes without you
According to Meta’s developer documentation (“Get Started with Advantage+ Creative”), the feature has 23 separate enhancements plus music. In Meta’s help center, as one review reports it (September 2026), there are 31. That is why we say carefully “more than 20”. Among them:
- rewriting or rearranging text, adding a description;
- changing brightness and contrast;
- “adapting” the photo to the placement, painting in its edges, generating a background;
- animating the image, adding music;
- adding an overlay, including a price from your catalog;
- translating text and text inside the image;
- changing the button text, adding “relevant comments”.
Each enhancement is a separate switch (OPT_IN or OPT_OUT in the API). Meta removed the single switch for the “standard enhancements” bundle back in 2025 (Marketing API v22.0 changelog, January 21, 2025). Since then every enhancement is turned on and off on its own.
What exactly is on by default, Meta does not publish as a fixed list: the decision is made ad by ad. Reviews disagree: some name image adaptation and relevant comments as on by default, others name brightness, comments and the button. In the developer documentation the only enhancement explicitly marked “default is opt-in” is adapting to the placement. So we do not compile a “what turns on by itself” list: look at your own account.
There is no switch for the whole account
This is the main trap. Enhancements are set inside the ad itself, so a new ad again gets whatever Meta turns on by default. If you duplicate an ad, import it or change its ad set, one review advises checking the enhancements again: they can come back.
In the account settings there is only one checkbox. The path (per Meta’s help and reviews): Advertising settings → “Creating ads” → “Creative features” → “Test new creative features”. It only stops features Meta is still testing and does not turn off enhancements that are already live. Also, according to reviews, not every advertiser sees it. The existence of this setting is confirmed by the title of a Meta help page, “Opt In To Or Out Of Testing New Creative Features in Meta Ads Manager”.
We give the interface items by their English names. If your account is set to another language, the items may be named differently, so search by meaning.
Where to turn it off when creating an ad
The order in Ads Manager is campaign, ad set, ad. Enhancements are on the last step, inside the ad.
- In the creative block click “Set up creative”, then open the “Enhancements” section and switch off the extras.
- In the preview click “Expand” to open “Advanced preview”. Open the “Advantage+ creative” tab there and switch off the rest. Meta says in its help that some enhancements can only be turned off here, and they are not visible in “Enhancements”.
- Next to it open “Review defaults”: it lists what Meta turned on by itself. This is the fastest check before publishing.
The enhancement counter in the “Enhancements” section can show fewer than are really on, practitioners complain. So do not trust it; check both places: the section and “Advanced preview”.
What to turn off first
The golden rule: turn off everything that creates something new in place of yours. Practitioners agree that the biggest risk to a product and a logo comes from:
- a generated background and painted-in photo edges: Meta “imagines” what is not in the photo;
- animation: motion can distort the product;
- rewritten text and translation: you have not seen these versions or approved them;
- music, if your video has its own sound.
Adapting the photo to the placement can stay if you have no separate versions for Stories and Reels: it only crops and scales. But if you prepare versions for each placement yourself, turn it off too.
There are two sides here. Meta says the enhancements help sales. Practitioners say they can spoil the look of the product and the logo. We found no independent numbers to settle it: the uplift figures for individual features that circulate on agency blogs are not confirmed by a Meta primary source, so we do not quote them. Our advice is simple: do not switch everything off “just in case” and do not leave everything as it is; compare on your own ads. For a store with a recognizable product the price of a mistake is high: the shopper sees the wrong product. For a service with a plain image the risk is lower.
From our agency’s knowledge base we add two more things. If a promotion is attached to the ad, Meta can replace the button and pull the promo code from your site; with several promotions on the site, set it manually. And an overlay in a different font on top of your banner is Meta, not your designer: do not look for the culprit on your team.
The ad is already running
Open Ads Manager → the “Ads” tab → tick the ad → “Edit”. The Advantage+ creative section shows how many enhancements are still on. Switch off the extras, then click “Expand” and look at the ad in the feed, in Stories and in Reels separately: it may look different in each.
For several ads of the same format there is bulk editing: select the ads, and in the menu next to “Edit” choose Advantage+ creative. Ads of different formats cannot be fixed together this way. Meta has a help page with the title “Bulk Edit Advantage+ Creative Enhancements in Meta Ads Manager”; we take the steps from practitioners’ reviews.
The main caveat: after an edit the ad may go back into Meta’s review. By Meta’s rules ads can be reviewed again, including after editing (that is what reviews say; we did not read the exact help text). So it is better to turn everything off before launch, and not to edit a live ad at the busiest time of day.
What is new in 2026
On October 6, 2026, at Advertising Week New York, Meta announced that in Advantage+ creative advertisers and agencies can now generate video from existing static assets. Whether this generation is on by default, Meta does not say. So if you launch an ad with a photo, look for it in “Review defaults” too.
What we left out
- The knowledge-base claim that “some enhancements cannot be turned off”: fresh 2026 sources mark them as “may be on” and turn them off in “Advanced preview”. The contradiction remains: check in your own account.
- A separate item about 3D animation: it is not in the 2026 documentation.
- Uplift figures from enhancements: we found no Meta primary source from 2024 or later.
Summary
Advantage+ enhancements are turned on ad by ad, and there is no switch for the whole account. Before launch: “Set up creative” → “Enhancements” → “Expand” → “Advanced preview” → “Review defaults”. In a running ad: “Ads” → “Edit”, and better not at peak time. Turn off first everything that creates something new in place of yours, and judge the rest on your own ads.
On the small things that make Meta reject ads, see 5 Small Things That Make Meta Reject Your Ad. On lead counting, see Meta Shows 50 Leads, Your CRM Shows 40: Normal or a Scam?. On how a video opens, see The First 3 Seconds of Your Video.
Want a free audit of your ads? Send us a request — we will look at your account and tell you what to fix first.