Meta Keeps Re-Enabling Creative Enhancements: Your Settings Are Not Sticky

Ben Heath published a warning that matters for anyone running Meta Ads: advertisers who switched creative enhancements off at setup are still seeing ads they never built.

1) Off once does not mean off for good

According to the video, almost any action on an ad can flip enhancements back on — duplicating it for a new adset, editing the primary text or headline, even previewing it. The state approved at setup is not the state running today, and a teammate opening the ad is enough to change it.

2) The cost is not short-term ROAS

Meta enables these because it believes results improve on average. The trade is text overlay that clashes with the brand, images cropped or expanded, and AI-generated variations built around a face that only nearly resembles the real person in the ad. Ben describes an overlay added to his own campaign that felt outright creepy. Metrics may nudge up — and after Meta's attribution change those metrics need re-reading anyway — while how the brand appears to a buyer is what breaks.

3) The new one: personalized destinations

Meta can route a click to a different page on the site if it predicts better conversion, instead of the URL set in the ad. Google has offered this for years, so Ben expected it. The risk is not only landing people somewhere meaningless. If the journey is deliberate — watch the VSL, opt in for the lead magnet, then buy — shortcutting it removes the warm-up. And once the destination changes dynamically, there is no clean way to tell which landing page actually worked — which breaks the measurement side of a creative and landing-page system built per funnel stage.

How Minh reads this from experience: on the eye hospital account at DND, ad copy and doctor imagery are the most scrutinised parts of the work, so a machine-added overlay or an AI variation that almost looks like the doctor stops being a question of brand taste. In tightly regulated categories, every feature that lets the platform rewrite creative becomes a manual checkpoint.

The takeaway: defaults on Meta are no longer defaults — anything touching brand or destination needs a re-check every time the ad is touched, including when opening a new surface like Threads Ads.