News · · 2 min read
Meta's 47 ad "enhancements": what to check before you spend
Meta can change your ad in 47 ways you never approved; many can be left on, but check the ones that change your wording, links and landing page.
What happened
Meta has built a long list of automatic tweaks into its ad tools, and advertisers are getting weary of switching them off. On 10 November 2026, Jon Loomer published a guide covering 47 of them, what each one does and whether you can turn it off. He says he is "surely missing some".
Jon Loomer writes that the number of adjustments that make your ad something you or a client never approved is "staggering". He adds that the complaints have grown louder over the past year.
His own view is more relaxed than you might expect. According to Loomer, most advertisers overreact to many of these enhancements and should probably leave them on rather than fight them. But he also says there are cases where many should be turned off, and that it often depends on the situation.
What it means for a small business
The first four settings in his guide show the pattern. Website Summaries are generated with AI from your website and Instagram profile, and the key words and phrases are highlighted under your ad. You can switch them off, or remove single highlights you do not like. Loomer tends to leave this one on.
Branding is different. It cannot be turned off, but Loomer says you need to dedicate some time to defining it. You can give Meta your logo, font, colours and visual style, and set a text tone and restricted words to shape any AI-generated text.
Site Links are important links Meta can identify from your website to highlight in various enhancements. Loomer warns that if you do not edit them, you are putting "an awful lot of trust" in Meta's automated systems. You can control which links appear, their labels and their icons, and he customises each one.
Optimize Website Destination is worth a closer look. When it is on, Meta can choose to send people to another page on your website depending on where they are likely to convert. Loomer says he does not understand this one, that it feels incredibly risky, and that he keeps it off.
A sensible approach, going by the parts of Loomer's guide above: define your branding, check your links and the destination setting, and decide the rest case by case.
Where MarketRead fits
MarketRead shows you your ads free with no sign-up, made from your own website.
Questions
Do I need to turn off every Meta creative enhancement?
Not necessarily. According to Jon Loomer, most advertisers overreact and should probably leave many of them on, though some should be turned off depending on the situation.
Which enhancement should a small business check first?
Branding and Site Links are good starting points. Loomer says you need to dedicate some time to defining Branding, which cannot be turned off, and that leaving Site Links unedited puts a lot of trust in Meta's automated systems.
Can I see my ads before I sign up to MarketRead?
Yes. MarketRead shows you your ads free with no sign-up, made from your own website.
Sources
- 47 Meta Ads Creative Enhancements: What They Do and When to Turn Them Off · jonloomer.com, 10 Nov 2026
- MarketRead: /pricing, read 12 Nov 2026
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