Why We Don't Use Facebook’s Creative + Advantage on Ads

They’re always switching things up, aren’t they? Sometimes that’s not a bad thing, but you have to know what you’re doing and be careful. Meta’s Creative + Advantage Ads promise to simplify ad creation by automatically enhancing your visuals and creative assets using AI, but many advertisers (including us) say it isn’t worth it. Here are a few reasons why we’re not fans:

Your Creative Gets Changed Without Your Consent

Advantage+ Creative can automatically add overlays, alter image brightness/contrast, crop or expand your visuals, and even reframe text placement — all in the name of “optimization.” The problem? These changes often don’t match your brand’s design or message and can dilute creative that you painstakingly crafted yourself.

Random Music That Doesn’t Fit

One of the built‑in enhancements is auto‑adding music to your ads. While Meta says this can boost engagement, many marketers report it chooses tracks that feel off‑brand or irrelevant — like soft romantic piano playing under a conversion‑focused static ad. You also can’t upload your own audio beyond Meta’s library, so you’re stuck with whatever it picks unless you manually override it.

AI “Improvements” Can Look Worse Than the Original

Meta’s automatic text improvements, 3D animation, and other AI features might seem helpful, but they often mix up your headlines and descriptions, reposition elements awkwardly, or add effects that distract rather than enhance. These enhancements can produce sloppy or irrelevant creative variations that don’t reflect their original intent.

Settings That Turn Back On

Even when you manually turn off these enhancements, Meta sometimes re‑enables them behind the scenes or ignores your preferences entirely. Some marketers have found Advantage+ Creative toggles reset themselves, making it difficult to maintain control over how their ads look. Not much you can do about this one except checking ads regularly.

Loss of Creative Control = Worse Results

Marketers have reported lower than expected performance, faster creative fatigue, and a sense that the AI is being fed your best creative to train Meta’s algorithms rather than genuinely help your ads. When you care about precise messaging and brand presentation, that loss of control can cost more than any minor uplift the automated tools claim to offer.

Bottom line

Advantage+ Creative might save a few clicks, but it can compromise your brand, misapply music or effects, and override your preferences. Rest assured, if we're setting your ads up, most of these are turned off!