Advantage+ Enhancements
Is Now the Default
Advantage+ Creative Enhancements are Meta’s AI tools that automatically tweak your ad : expanding images, adding music, generating backgrounds, or swapping in product media. Previously, these were opt-ins, and you had to switch each one on yourself.
That changed when Meta merged manual and Advantage+ campaign setup into a single flow. There’s no longer a choice between “Manual” and “Advantage+” at campaign creation. Since then, every new Sales, Leads, and App campaign launches with all Advantage+ Creative Enhancements switched on by default, rather than something you turn on yourself. You can still toggle each enhancement off individually, but the starting point has flipped from “off unless activated” to “on unless disabled.
The shift lines up with a broader bet Meta is making on creative automation. Creative diversity has effectively replaced audience targeting as the primary performance lever, and creative quality is now considered the single largest driver of campaign ROI.
Some Help. Some Hijack.
Some og the enhancements are quiet, reliable helpers. Others can transform your whole ad.
Okay to leave on: Visual touch-ups, brightness and contrast, relevant comments, and the catalog basics (dynamic description, dynamic media, adapt to placement) barely touch your creative. They crop, brighten, or swap in assets you’ve already uploaded.
Handle with caution: Text improvements will reshuffle your headline, your primary text, even your compliance disclaimers. The music enhancement picks a track based on content, not the vibe, so a summer sale campaign can end up soundtracked by Jingle Bells.
The rule of thumb: anything that adds or supplement you ad is usually fine. Anything that rewrites or completely replaces what you actually said is where you should keep a hand on the wheel.
The Takeaway
Default-on doesn’t mean hands-off. Here’s how to stay in control:
- Check what’s actually turned on. Default-on means you might be running enhancements you never chose.
- Preview before you publish. The edit button next to Advantage+ Creative shows exactly what Meta plans to change.
- Chase variety, not tiny tweaks. Andromeda rewards genuinely different concepts, not tenth-degree adjustments.
The five minutes it takes to check your settings is a small price for making sure the ad running is the one you actually meant to run.
