Advantage+ "Text improvements": what Meta changes in your copy, and how to turn it off
Three different Advantage+ features touch your words: Text improvements, Text generation and Enhance media text. They are toggled separately and controlled differently. Here is which does what, straight from Meta's documentation.
Three features touch your words
When people say "Meta rewrote my ad copy", one of three Advantage+ creative features is responsible, and they are separate toggles:
| Feature (Meta's label) | What it does, per Meta | Controlled by |
|---|---|---|
| Text improvements | "surface key information about your ad upfront"; text you provide can "appear as primary text, headline or description" | Enhancements panel toggle; API key text_optimizations |
| Text generation | "generate up to 5 variations of primary text and headline", optionally "using personas" | Its own toggle / the Generate variations flow; no documented creative_features_spec key |
| Enhance media text | "create alternative text overlays for your image ad ... by rephrasing your original message" | Its own toggle in the Enhancements panel |
Sources: Meta help "About Advantage+ Creative" and "About Text Generation in Meta Ads Manager", Meta's developer guide "Get Started with Advantage+ Creative" (fetched 31 August 2026).
What Text improvements actually does
Meta's description is deliberately soft: the feature is "designed to surface key information about your ad upfront and enable people to better understand your key selling points." The developer documentation is more concrete about the mechanism: for the key text_optimizations, "Text options appear as primary text, headline or description". Meta's help page on optimising text per person adds that text you provide "can appear in any ad location and combine with other text you provided", and that "the more options you provide, the better the ad system can personalize your ad to each person."
So: Meta moves your lines between the three copy slots and recombines them per viewer. It does not, under this feature, invent new sentences. What advertisers complain about follows directly from that:
- a headline running as primary text while the offer line is buried (Ads Uploader's guide, June 2026),
- a compliance disclaimer moved to a less visible slot (same source),
- "you lose control of which claim runs where" (SparkUGC, August 2026),
- the tested winner from an A/B test becoming a set of combinations nobody approved (HyperFX, May 2026).
Whether that is a problem depends on your copy. Copy with one message in three slots survives it fine. Copy where the headline is a claim, the primary text is the qualifier and the description is the legal line does not.
Text generation is a different switch
Text generation creates new copy. Meta's help page describes it as "Create diverse text variations to help customize your ad creative", up to "five variations of primary text and headline", tailored to personas and, since 2024, to brand tone. Jon Loomer's notes describe up to six variations that you can select manually. Meta shows the variations "when we predict that it can improve performance."
Two practical consequences:
- Turning off Text improvements does not turn off Text generation. They are separate toggles.
- Text generation has no documented
creative_features_speckey, so a tool creating ads through the API cannot opt out of it explicitly. The realistic protection is simpler: variations only exist if someone generates them in the interface or selects them. A creative created by API with your exact copy and no generated variants has nothing to serve.
How to turn Text improvements off
Per ad, in Ads Manager. In the ad's creative setup, open Enhancements and switch off "Text improvements". Or use the "All optimizations" switch at the top of the list to turn everything off at once (Meta's help page on optimising text per person describes both routes).
Bulk, on existing ads. Ads tab, select ads of the same format, Edit dropdown, "Advantage+ creative", toggle off, publish. Meta's constraint: "all of the ads you select must have the same ad format."
Through the API, on every creative you create. Inside degrees_of_freedom_spec.creative_features_spec, send "text_optimizations": { "enroll_status": "OPT_OUT" }. Meta's guide maps this key to the Text improvements label; it is one of the keys Adlio verified against the live API and sends on every image, video and carousel creative unless you switched the toggle on for that account. The full mechanics are in how to turn off Advantage+ creative enhancements.
Should you turn it off?
Honest answer: it depends on how much structure your copy carries, and nobody has published a real study. Meta's only lift number for enhancements as a whole is 4 percent lower cost per result, from a 2022 experiment on the old bundle. On the other side, Metalla reported a 26 percent ROAS increase in one account after switching Text improvements off; a single account, not evidence for yours. Jon Loomer's 2024 guide leaves it on; agencies with strict brand or compliance copy turn it off. The evidence question in full is in do Advantage+ enhancements improve performance.
Our position for Adlio's defaults: off, because a bulk tool's job is to run the ad you approved, and because you can switch it on per account in one click if your copy is built for it.
Check it on a live ad
Open an ad from your last batch, Enhancements section: Text improvements should read off. If you create ads by API, read the creative back with fields=degrees_of_freedom_spec and look for text_optimizations with OPT_OUT; the audit recipe is in how to audit enhancements via the API.
If you launch in bulk, the cheapest place to switch this off is at creation: Adlio sends the opt-out for this and every other enhancement key on every creative it creates. See bulk upload Facebook ads with enhancements off.
Frequently asked questions
Does Text improvements rewrite my copy or just move it?+
Meta describes it as surfacing "key information about your ad upfront", and its API documentation says the text you provide can "appear as primary text, headline or description". In practice that means your headline can run as primary text and vice versa, and lines can be recombined. Generating new wording is a separate feature, Text generation.
Is Text generation the same as Text improvements?+
No. Text generation creates up to five new variations of primary text and headline (Meta help, "About Text Generation in Meta Ads Manager") and has its own toggle. Text improvements rearranges the text you already provided. Enhance media text is a third feature that rewrites text overlays inside the image.
What is the API key for Text improvements?+
text_optimizations, set to enroll_status OPT_OUT inside degrees_of_freedom_spec.creative_features_spec. Meta's "Get Started with Advantage+ Creative" guide maps that key to the Ads Manager label "Text improvements". There is no documented creative_features_spec key for Text generation.
Is there evidence that turning it off helps?+
One agency, Metalla, reported a 26 percent ROAS increase in one account after disabling Text improvements in an A/B test (August 2025). That is a single account, not a study. Meta's only published lift figure for enhancements is 4 percent lower cost per result, from a 2022 test of the old bundle.
Sources
Adlio team
Built by media buyers who launch Meta ads in volume. Questions or corrections: support@adlio.ai.
Topic cluster
Advantage+ control
Keeping Meta's automatic creative enhancements off, on every ad, and proving it.
- Advantage+ "Text improvements": what Meta changes in your copy, and how to turn it off
- Advantage+ "Expand image" and video expansion: the generated pixels around your creative, explained
- Advantage+ "Visual touch-ups" and "Adjust brightness and contrast": the edits that change how your product looks
- Advantage+ "Add overlays", dynamic overlays and standard labels: the text Meta puts on top of your image
- Advantage+ "Add music": which ads get a soundtrack, how to turn it off, and why the API handles it differently
- How to audit Advantage+ enhancements on existing ads through the Marketing API
- Advantage+ creative vs Advantage+ sales (formerly shopping) campaigns: five things called Advantage+, explained
- Do Advantage+ creative enhancements improve performance? What Meta has published, what practitioners report, and how to test it yourself
Related guides
- How-toHow to turn off Advantage+ creative enhancements (per ad, in bulk, and permanently)
- How-toAdvantage+ "Add music": which ads get a soundtrack, how to turn it off, and why the API handles it differently
- How-toDo Advantage+ creative enhancements improve performance? What Meta has published, what practitioners report, and how to test it yourself