Key Features Of Facebook Advantage+ Creative And How To Setup It

Advantage+ Creative is one of the key features within the Facebook Advantage system launched by Meta. These features are powered by AI and machine learning to automatically optimize part or all of an ad campaign.

Facebook Advantage+ Creative is a new tool that helps businesses enhance the creative elements of their campaigns. Beyond that, it allows advertisers to generate multiple creative variations and automatically deliver the most relevant version to each user based on AI.

In this article, we will explore what Facebook Advantage Plus Creative is, its standout features, and the benefits it brings to Facebook advertising campaigns. We’ll also take a look at successful case studies where brands have leveraged Advantage+ Creative Facebook effectively.

What Is Facebook Advantage+ Creative?

Facebook Ads Advantage+ Creative is a feature within the broader Facebook Advantage+ system. It automatically optimizes part of an ad campaign using AI and machine learning.

Facebook Advantage plus Creative focuses on enhancing images and videos by applying AI-powered adjustments such as expanding visuals, adding animation effects, generating backgrounds, and resizing videos. These capabilities allow advertisers to create multiple versions of an ad, and Meta will automatically display the version most likely to resonate with each user.

The availability of creative customization features depends on the ad placement, ad format, and ad type selected by the advertiser.

Additionally, advertisers can upload multiple videos, images, and copies as raw materials, which Meta AI uses to generate different content variations tailored to specific audience segments.

Benefits of Advantage+ Creative

When Advantage+ Creative is enabled in your campaign, it allows you to leverage powerful creative tools to tailor your ads efficiently. Here are the key benefits:

Save Time and Resources

AI-powered creative editing helps advertisers generate ad-friendly formats with just a few clicks. This reduces the time and effort needed for content creation.

Features like background addition and text overlay also allow you to create multiple ad variations automatically, making production faster and more cost-effective.

Tailor Ad Variations to Your Audience

Advantage+ Creative Facebook uses your uploaded assets to generate diverse content versions. Then, based on AI predictions and user behavior data, Meta displays the most relevant version to each user.

This ensures that every audience segment sees the version they are most likely to engage with boosting precision and timing in ad delivery.

Increase Engagement

By automatically showing users the version they are most likely to interact with, Advantage+ Creative increases engagement rates. Personalized delivery at the right moment drives better results across clicks, conversions, and impressions.

Key Features Of Facebook Advantage+ Creative

Let’s take a look at the key creative customization features advertisers can use to enhance their ads with Facebook Advantage+ creative:

Expand image/video

Expands images and videos to fit the ad size automatically using AI, delivering natural-looking results that match the intended ad type. Image expansion works with carousel and slideshow formats.
Video expansion is only available for videos under 5 seconds, or for longer videos where only the first 5 seconds are resized, and the rest plays in original format. This feature is currently available only for Reels ads, and is ideal for converting non-9:16 videos into the vertical 9:16 format.

Background generation

Creates multiple variations from a single image by changing the background while keeping the main subject intact.
Advertisers can preview up to 7 background options to select the best fit.
Note: This feature is only available for Advantage+ catalog ads and may not apply to all images.

Text generation

Generates multiple versions of ad copy, including primary text and headline.
Advertisers can include brand messages or other key elements in the generated versions.
This feature allows up to 5 versions of primary text and headline.
Additionally, text generation can translate content into different languages, and advertisers can manually edit these translations. This is particularly useful for cross-border campaigns or multilingual audiences.

Image animation

Allows advertisers to create video content from static images using animation effects. Available effects include panning, zooming, and rotating.
AI-generated animation videos are limited to 2 seconds in length or can loop for 8 seconds at 16 frames per second.
Currently, these animated videos can only run on Instagram Reels.

Visual touch-ups

Automatically crops and expands images to fit various ad formats, ensuring that creatives are properly displayed across multiple placements.

How To Use Facebook Advantage+ Creative To Improve Campaign 

Setting up Meta Advantage+ Creative in Meta Ads Manager is simple if you follow these steps carefully. This feature allows Meta to automatically enhance your ad creative, optimizing it for better performance across placements and audiences. Here's how to get started:

Step 1: Create a New Campaign

• Open Meta Ads Manager.

• Click the + Create button in the top-left corner.

• Select your campaign objective (e.g., Sales, Traffic, Engagement) and click Continue.

Note: Not all generative AI features are available for every ad objective.

Step 2: Configure Campaign Settings

• Add your campaign name and details.

• Click Next to move to the ad set level.

• In the Dynamic creative section, make sure the toggle is switched Off (Advantage+ Creative works separately).

• Set your budget, schedule, audience targeting, and placements.

Tip: Use Advantage+ Placements for better results. If you select Manual Placements, you must include Facebook Feed to use Advantage+ Creative.

Step 3: Set Up Ad Identity and Format

• In the Identity section, choose your Facebook Page and connect your Instagram account if available.

• In Ad Setup, choose Manual Upload as your creative source.

• Under Format, pick between Single Image, Video, or Carousel.

Step 4: Add Media and Enable Facebook Advantage+ Creative

• In the Ad Creative section, click Add Media to upload your image or video.

• Adjust media cropping to ensure your content looks great across placements.

• Scroll down to the Advantage+ Creative ads section.

  • Here, you can choose individual enhancements like text improvements, image filters, or brightness adjustments.

  • Some enhancements may automatically turn on if Meta predicts they'll boost performance.

• In the preview window, you'll see multiple variations with placeholder text.

  • Use the arrow buttons to browse through different versions.

  • Click Done to save your selections.

Step 5: Add Text Options and Final Details

• In the text fields, enter multiple versions of your primary text, headline, and description.

Note: Depending on the selected enhancements, your text may appear in various formats and overlays.

• Complete the remaining sections:

  • Destination (your URL or app)

  • Languages (if running multilingual ads)

  • Tracking (e.g., UTM parameters or Meta Pixel)

Step 6: Publish Your Ad

• After reviewing all the components, click Publish to launch your campaign.

• Meta will automatically test creative combinations to deliver the highest-performing version to each user.

Advantage+ Creative Success Stories

Although it's a relatively new feature introduced by Meta, Advantage+ creative has been widely adopted by many businesses and integrated into their campaigns. Below are three standout Advantage+ Creative campaigns:

Talabat – Personalizing Food Delivery at Scale

Talabat, a leading food delivery platform in the Middle East, used Facebook Advantage+ Creative to efficiently scale its campaigns while targeting users at different stages of the customer journey. 

By segmenting audiences into new users, inactive users, and loyal customers, Talabat leveraged automated creative optimization to deliver tailored ad experiences to each group. 

Meta’s system dynamically adjusts elements such as images, copy, and calls-to-action based on user behavior and preferences. This automation not only improved conversion rates and reduced cost-per-acquisition but also saved time in manual creative production. 

Through incrementality testing, Talabat confirmed that Advantage+ Creative contributed significantly to driving real business outcomes, including app installs and order growth.

L’Oréal South Africa – Localized Beauty, Powered by Automation

L’Oréal South Africa combined cultural relevance with advanced automation by using Meta Advantage+ Creative to connect with Gen Z and Millennial consumers. 

Through partnerships with local influencers and campaigns tied to events like South Africa Fashion Week, the brand produced engaging, relatable content. 

Advantage plus Creative enabled these assets to be automatically optimized for different audience segments, adjusting layouts, messaging, and visual formats in real time. This personalized approach helped L’Oréal deliver the right message to the right person, increasing brand affinity and driving online sales. 

The strategy aligned with the company’s "Africa for Africa" approach, celebrating local beauty while using AI-powered tools to maximize marketing efficiency.

Michelin Italy – Driving Leads with Smart Personalization

Michelin Italy integrated Facebook Advantage+ Creative into its digital campaigns to promote premium tire products, such as the Pilot Sport 4 SUV. By combining user-generated content and product messaging with automated creative personalization, Michelin ensured that each ad variation resonated with its intended audience. 

The system automatically modified visuals and copy to suit different viewer profiles, resulting in higher engagement rates and more qualified leads. 

This approach allowed Michelin to maintain a consistent brand image while significantly improving performance metrics like click-through rate (CTR) and cost-per-lead (CPL). 

With less reliance on manual creative development, the brand achieved greater marketing agility and efficiency across multiple customer segments.

Conclusion 

Facebook Advantage+ Creative represents a major step forward in automated advertising, using AI and machine learning to streamline the creative process and boost campaign performance. From saving time on ad production to delivering personalized ad variations that resonate with each user, this tool empowers advertisers to scale more efficiently and intelligently.

Whether you're running localized campaigns like L’Oréal South Africa, broad audience outreach like Talabat, or lead generation like Michelin Italy, Advantage+ Creative adapts dynamically to your goals and audience behavior. With its ability to generate, test, and optimize creative elements automatically, it significantly reduces the manual workload while enhancing ROI.