Mastering Meta Advantage+ Creative to Boost Ad Performance

Creating compelling ads that attract customers and drive conversions can be challenging. In Meta’s realm, the competition is at an all-time high, demanding more creativity, better strategy, and personalized ads that resonate with customers.

To help you achieve all three, Meta’s enhancement tool, the Advantage+ creative, can automate your ads’ visual appeal to garner traction. It takes ad creatives a step further with automation, minimizing manual editing and maximizing visual effectiveness.

In fact, Meta’s stats show that using creatives has increased long-term sales by 1.2 to 2.7 times and short-term sales by 1.2 to 7.4 times, proving just how powerful creative optimization can be.

In this guide, we will explore what is advantage+ creative, what creative enhancements are, and how to use them to your advantage.

We have also curated important strategies from Meta experts to help you gain an edge in implementing your ad creatives.

Let’s dive in. 

Meta Advantage+ Creative: An Overview

Have you seen ads instantly capturing your attention with the right formats and creative elements? 

Take a look at this campaign by essie, a beauty brand, advertising their collaboration with Garnier for a summer giveaway campaign using Story ads on Instagram:

Notice every visual aspect you see. The example demonstrates how important it is to enhance every element of your ad campaign: 

• Observe the format. It follows Story ads’ requirements, a 9:16 aspect ratio. 
• The image is static and brightened to improve the colours. 
• The headline conveys the campaign’s message.
• Background matches the theme of the ad. 
• They also added a CTA (call-to-action) button for quick access to the sign-up page. The CTA is displayed in a particular font. 

This partnership ad is a good example of how well Advantage+ creatives boost the appearance of campaigns. 

If your campaign does not connect with the customer, there will be no clicks or conversions. This will result in wasted ad spend. 

To help you with your campaigns’ visual nitty-gritty, we will now explore this feature in depth. 

What is Advantage+ Creative?

As part of the Meta Advantage+ campaign solutions, Advantage+ Creative (formerly Dynamic Experiences) offers a suite of automation tools to enhance the visual aspects of your ad campaigns. Using AI, it comes with several enhancement automations called the Advantage+ creative enhancements (earlier called standard enhancements), which consist of: 

For Single Image & Video Formats

• Translate text (currently in Beta stage) 
• Adding overlays
• Visual touch-ups
• Music (on by default)
• Text improvements 
• Image animation
• Enhance CTA
• Flex media (on by default)
• Adjust brightness and contrast
• Show products
• Add details to ad layout
• Add dynamic overlays
• Expand image
• Relevant comments
• Store locations
• Video effects
• Video expansion
• 3D animation

For Carousel Format

• Visual touch-ups
• Add standard labels
• Profile end card
• Highlight carousel card
• Text improvements
• Relevant comments
• Music
• Add details to ad layout.
• Adapt multi-image format
• Dynamic description

Note: Some features may vary. You may find different features of Advantage+ creative enhancements based on the format and objective type. Sometimes, it can also be due to availability and regional policies. Also, UI may look different for some advertisers. Overall, the information remains the same.

You can access it at the ad level, under the Ad creatives section, where you handle your ad campaigns’ overall design and structuring. Also, you can reach this section via Meta Ads Manager or the Meta Business Suite. 

How Does Advantage+ Creative Work?

Every enhancement tool within Advantage+ creative uses AI to improve ad performance and create personalized variations of the campaign. 

Think of it this way: You provide signals in the form of inputs, and Meta’s system analyses them and creates an ad visual that consists of all the information you have provided. For example, you can use generative AI to generate text for ad headlines, or you can fetch product images, and AI generates multiple variations for different formats.

Now, these inputs that you provide consist of the following, which are used for curating ads’ designs: 

• A product feed or manually uploaded images
• Text – primary text, headlines, and descriptions

After providing the inputs, Meta’s advanced machine learning works towards delivering different versions of your ad, optimizing for the one most likely to get a response from each viewer.

Here’s a pictorial representation of how it works: 

That way, you provide a personalized experience to different viewers. 

Purpose & Benefits of Advantage+ Creative

The purpose of using this tool is straightforward–to generate effective ad campaigns that garner the attention of potential users who can convert into buyers. 

Without creative elements, your brand credibility may erode, resulting in a poor return on investment (ROI). 

So, to increase the chances of a successful conversion, Advantage+ creative lets you perform the following enhancements: 

• Improve image brightness
• Adjust headlines and primary text
• Add description
• Apply filters and adjust aspect ratio
• Add music 
• Turn a static image into a video ad
• Include labels 
• Display Facebook comments

According to the visual hierarchy, the first element a viewer sees is the image, followed by the text, logo, additional information, and CTA. When we say “effective ads,” we mean that ads should capture the viewer’s attention and trigger a desired action, such as a click, visiting the product page, or purchasing a product. That’s why using ad creatives for Meta ads is so important. Meta Advantage+ creative caters to these needs and can efficiently improve the ad performance.

Using these enhancements, you can benefit in several ways. Here’s how:

• Advantage+ creative removes the hassle of ad fatigue. Ad fatigue causes your campaigns to have poor click-through rates and conversions, ultimately leading to low performance. To tackle this, Advantage+ creative helps create several variations of the campaign.
  
• Effectively using this tool can lower the cost per result. Low cost per result means that you are producing efficient ads. When you focus on creating attractive visuals, you get more clicks.
  
• Advantage+ creative enables the generation of dynamic ad variations, making it especially useful for catalog ads by displaying products tailored to users based on their previous interactions with your brand. It is also a good way to include Advantage+ catalog ads.
  
• It is an excellent asset for different campaign types. It can be used for top-of-the-funnel campaigns like link clicks, etc., as well as bottom-of-the-funnel campaigns, such as a purchase event.  

Is Using Advantage+ Creative Necessary? 

Advantage+ creative can be seen as an additional add-on to ad creatives that improves design efforts with automation. All advertisers have access to ad creatives, and based on your needs, you can turn on Advantage+ creative and utilize its AI-powered enhancements. 

Experts recommend using Advantage+ creative, as it can be beneficial in optimizing and tailoring ads based on what viewers see. 

Now, is it necessary? While it is optional, Advantage+ creative can, in our opinion, elevate your ad creatives with limited manual intervention. This tool can work in harmony with other Advantage+ features and provide a completely optimized ad campaign. 

How To Use Advantage+ Creative?

Now that you have a basic understanding of how Meta’s Advantage+ creative operates, let’s dive into how to use different creative enhancements to your advantage:

Understanding Requirements for Advantage+ Creative

To use Advantage+ creative, you must be aware of the following prerequisites: 

1. Advantage+ creative can be turned on for all ad objectives, such as Traffic, Engagement, Leads, App promotions, and Sales. However, it is not available for Awareness, Engagement with messaging apps or Facebook Page as your conversion location/event responses, and Sales when using catalogue with manual sales campaign setup.
   
   You can turn on ‘Dynamic creative’ in such situations at the ad set level. This lets you upload multiple versions of images, videos, headlines, texts, and CTAs for a single ad. Meta automatically tests and delivers the best-performing combinations to different audience segments.
   
2. It works well for single images, carousel ads, and video ads.
   
3. Use one ad per ad set. It is easy to assess one ad in every ad set. Multiple variations will still be generated, so you don’t have to create many ad designs manually.
   
4. Ad creatives work best for ads that lead to a product page, online store, or Facebook or Instagram Shops.

Advantage+ Creative Implementation at Ad Level

To implement Advantage+ Creative, you need to follow these steps: 

• Go to Ads Manager, click an existing campaign, or create a new one by clicking +Create > Select an ad objective > Campaign level.
  
• Set up campaign name, budget, A/B testing, and special category.
  
• Click next, and you will reach the ad set level. Set up budget & scheduling, Audience controls, performance goals, Advantage+ Audience (optional), and Placements, which also offers Advantage+ Placements.  

• Click next. You will enter the ads level, where you will be using Advantage+ Creative. Set up everything in the ads level, scroll down, and locate Ad Setup.
  
  In Ad Setup, we are customising assets for placements. You can choose between ‘single image or video’ and carousel:

For different ad objectives, you will get different ad formats. For example, in a Sales campaign, you may notice these options: 

• Next, you will either be prompted to ‘upload images or videos’ manually or to ‘set up creative.’ Whatever option you see, you will land here:
  
  

Note: Different ad objectives may display different settings when setting up your creative.

Upload the images. Next, crop the image(s) to your liking. Then, enter the necessary texts, such as primary text, headlines, and descriptions: 

• Then, you’ll reach the enhancements section. 

When you turn the Advantage+ creative on (or in some cases, it is already on), you will observe different ad enhancements that have the AI logo shining on the top of each placement. Here’s how it will look: 

This denotes that the specific enhancements above rely on AI automation. 

You can customize some placements, such as translating text, adding overlays, music, text improvements, and enhancing CTA. 

When you enable all the optimizations, you will notice different variations generated in the ad preview. This gives you an idea of how your ads will look to potential customers. 

Creative Enhancements in Advantage+ Creative

This section focuses on fine-tuning all the enhancements and understanding their functionality. We have covered the commonly used ones, as covering all may be beyond the scope of this blog. Also, all the enhancements use AI automation, requiring minimal to no manual efforts. 

Let’s explore them further: 

After enabling all the advantage+ creative optimizations, you can individually customize the enhancements to your needs. Let’s see how you can customize each one of them: 

1. Text Generation

Meta’s text generation helps you create multiple versions of your ad copy. Available in Ads Manager, your Facebook Page, and Business Suite, it can generate up to 5 variations of your headline and primary text, tailor them using brand tone or audience personas, and even translate them to connect with different audiences.

Text improvement utilizes the texts you have added and generates variations based on all the textual data you fetched as primary text, headlines, and descriptions. 

2. Text Improvement 

Text improvements highlight essential details from your ad to help viewers quickly grasp your main selling points. When activated, it extracts key phrases from your original copy and smartly places or adjusts them as overlays, headlines, footers, and other text elements on your ad creative for more transparent communication.

3. Image Generation

Image generation uses AI to create fresh variations of your ad visuals. You can:

• Upload an image featuring a particular object, and the generative AI will create different background options.
  
• Generate full images inspired by an existing one, with similar colors, layouts, and optional text overlays.

Once you get your AI-generated options, choose the ones you like and apply other creative tweaks, such as adding logos or using Advantage+ creative enhancements.

4. Translate Text

It lets you translate your first primary text and headlines. The description cannot be translated. As of now, you can translate into a few languages, including Spanish, Portuguese, German, French, Vietnamese, Chinese, Hindi, Tagalog, and Bengali. In the preview, you can see the variations appear in different languages. 

5. Video Expansion

Video expansion is a generative AI feature that automatically resizes your videos to fit a 9:16 vertical format, making them more suitable for Facebook Reels. It works by generating new pixels in each frame, allowing the video to better fill the screen.

This enhancement is currently available only for Reels placements. The expansion typically applies to the first 1 to 5 seconds of the video, after which it reverts to the original size.

Since this involves real-time pixel generation, previewing the final video might take a few minutes to load.

6. Add Overlays 

This enhancement adjusts the ad copy’s font and background color. You can customize according to your brand’s theme. You just have to input  the color scheme and the suitable font.

7. Visual Touch-ups

Visual touch-ups automatically adjust and resize your single-image ads to fit in different placements, according to different placements, such as story ads, reels, feeds, etc., on Facebook and Instagram.

When this feature is on, it enables tools like “vary aspect ratio” and the AI-powered “expand image,” which generates additional visual space to better suit different formats. To turn off the expand image, simply disable visual touch-ups.

8. Music 

Music is on by default when you enable ‘all the optimisations’ in the enhancements setting. Meta can automatically choose music for you, or you can pick your own. Music-enhanced ads can appear across placements like Facebook Feed, Videos, Reels, Instagram Feed, Stories, and Reels.

9. Enhance CTA

Meta automatically picks different CTAs based on which one is likely to generate the most clicks to improve performance. 

How To Bulk Edit Advantage+ Creative? Go to Meta Ads Manager > Ads tab > Select ads > Click the menu next to Edit > Choose Advantage+ creative > Click Edit all selected ads > Toggle enhancements on/off > Save to draft or Publish.

Adjusting Enhancement for Placements & Improving Ad Visuals

After you have optimized all the enhancements, you can improve your campaign further by individually customizing ads for different placements. 

For this step, we will showcase one ad placement to demonstrate how you can take your ad creation to the next level. We picked Facebook feeds as an example.

Hover your mouse over Facebook feeds and select the pen icon to edit. 

After clicking it, you will see settings with templates for turning your image ads into a video, or if you want to crop the images, reposition product images, edit texts, etc. You can do it here: 

To turn this visual into a video, select ‘Turn into video’ under templates. You’ll then see several video templates for your ads, which include:

• Square templates for 1:1 square placements, such as feeds and in-stream videos. 
• Vertical templates for 9:16 vertical placements, such as reels and story ads. 
• Flexible templates for all kinds of placements across Meta. 

It is an excellent option for running carousel ads with several product images. Here’s how the templates appear: 

You can also view how your ads will look for different placements. Click the dropdown on the top, and it will display different locations where your ads will appear:

With all the optimizations set and ready, your ad creative will look like this: 

If you want to edit any enhancement, scroll a little down and locate Advantage+ creative enhancements > Edit. 

Ensure you have saved all the changes. Proceed with other sections in the ad level to complete the entire ad setup process. Once done, check the ad preview and hit the publish button. 

And that’s how you successfully implement Advantage+ Creative!

Meta Advantage+ Creative Best Practices for 2025

We understand how crucial it is to implement effective campaigns that make an impact. Having a strategy in place will not only create ads that generate conversions and return on investment (ROI) but also help you stay ahead of the competitive curve. 

When it comes to Meta advertising, it is important to keep track of the latest updates on the Ads Manager. Its advertising platform is ever-evolving, with new changes being added and some features being removed. 

Every ad objective also plays different roles when it comes to reaching a specific goal or applying certain settings, which may work for one objective but not for another. 

So, keeping this in mind, we will explain the different strategies that you must implement to reap the benefits: 

1. Nowadays, users quickly skim through the ads, which can result in a potential loss of clicks. To tackle this, keep your textual content short and to the point. Also, if you’re using reel or story ads, do not exceed the length beyond 15 seconds.
   
2. Meta recommends that if you are using Advantage+ app campaigns, use the full range of creative options for stronger results. You can upload up to 50 unique images or videos and 5 versions of primary text and headlines.
   
3. Take advantage of bulk creation to build up to 50 ads at once, no need for manual duplication. Consider refreshing your creatives 2 to 4 times each month for ongoing performance.
   
4. For Advantage+ Shopping campaigns, try automatic testing up to 150 creative combinations. Using a minimum of 20 to 50 creatives is recommended, though you have the flexibility to test up to 150 variations.
   
5. Always add a CTA to your ads. This will facilitate quick access to landing pages, an online store, or Shops. Also, adding CTAs can improve the customer journey by offering an easy way to initiate and access the ad.
   
6. Try out different CTA buttons based on your ad objective and format to see which ones drive the most engagement from your audience.

Conclusion

To summarize, we recommend using Advantage+ creative as it can help you effectively automate enhancements with limited manual intervention. This way, you can be productive and save time. 

Encapsulating everything we have discussed, here are the key takeaways: 

• It helps you stand out in a competitive ad space by automatically enhancing your visuals, such as adjusting brightness, adding overlays, animations, or music, to create more eye-catching, conversion-ready ads.
  
• It leverages AI to generate personalized ad variations, tailoring the creative elements to different users and placements without manual work.
  
• Using it boosts both short-term and long-term sales when enhanced creatives are used effectively.
  
• It reduces creative fatigue by refreshing your ads with multiple versions, making your campaigns more resilient and helping you maintain performance over time.
  
• The tool is flexible and easy to use, supporting single image, video, and carousel formats, and can be managed directly within Meta Ads Manager or Business Suite without extra complexity.

FAQS

Is Advantage+ creative good? Should I use it?
Visually appealing ads always garner traction from potential customers. Advantage+ creative takes ad creative to another level with automated enhancements. While it is optional, using it will be beneficial.

Can Advantage+ Creative be used for small businesses with limited budgets?
Yes, it is beneficial for small businesses. It does not cost extra as it’s simply a feature you can turn on. Your budget stays the same. For small businesses, it’s a smart way to get more from limited ad spend by automatically testing and improving your creatives. No big budget needed. 

How do you turn on Advantage+ Creative on Meta Ads Manager? 
Go to Meta Ads Manager > Ads tab >  in Ad creative, set up your creative > Go to Enhancements > Toggle Advantage+ enhancements on/off as needed > (Optional) Use Advanced preview to review how enhancements apply.

How do you turn on Advantage+ Creative on Meta Business Suite? 
On desktop: Go to Meta Business Suite > In Ad creative, enter headline and description > Click Select media to create a carousel > Choose CTA button > Add website link > Advantage+ creative is on by default (can be toggled off). 

How do you turn off Advantage+ Creative?
Go to Meta Ads Manager > Ads Tab > In Ad creative, click Set up creative > Go to Enhancements > Toggle Advantage+ enhancements on/off as needed > Click Done > Complete the rest of the ad > Click Publish.

For creative enhancements: Go to Advertising settings > Under Creating ads, click Advantage+ creative > Untick Test new enhancements (if available).

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