What are Text Improvements in Meta’s Advantage+ Creative?
Text Improvements is an ad, ad-set, or campaign-level option available in Meta’s Advantage+ Creative enhancements.
When enabled, it lets Meta automatically adjust your ad text - rewriting headlines, modifying descriptions, or swapping copy variations - depending on audience and placement.
This is designed to surface key information more effectively across different contexts.
Why should I turn it off?
Automated text tweaks may undermine message control and brand identity in several key ways:
Tone drift. AI-generated text adjustments may alter your voice, soften urgency, or obscure core messaging.
Diluted messaging. Copy refined for perceived relevance might drop unique value propositions that matter most for conversions.
Inconsistency across placements. What Ag+ Creative swaps in as “optimized” text may read very differently across feeds, stories, or in-stream placements.Testing uncertainty. When text is auto-modified, it’s difficult to isolate which copy versions are performing well, muddying your variant testing clarity.
How does this Improvement work?
Opteo actively scans your Meta campaigns for use of Text Improvements under Advantage+ Creative.
If detected, you’ll see exactly when it was first applied, for example: “This ad was first found using Text Improvements 5 days ago.”
You can disable the feature via a single click in Opteo, to ensure that the ad copy remains exactly as you wrote it. This gives you control over your messaging and removes surprises from automated adjustments.
When is Text Improvements most harmful?
Brand campaigns, where tone, phrasing, or headlines are carefully crafted.
Promotional ads, where specific calls-to-action, pricing, or time-sensitive offers must remain precise.
Content where context matters, such as nuanced messaging (e.g. healthcare, legal, luxury) that AI might oversimplify.A/B testing, where text consistency is critical to understand what drives performance.
When might it be helpful?
Small accounts or low-resource campaigns, where manually crafting multiple versions is impractical.
High-volume ad testing, provided you’re comfortable with AI-driven variations impacting style.
Broad awareness campaigns, where reaching different audiences quickly may outweigh tone precision.
If Text Improvements makes sense for your campaign, ad set or ad, you can choose to dismiss this Improvement.