Meta Introduces AI-Generated Images and Flexible Layouts in Ads Manager
amsterdam, woensdag, 16 juli 2025.
Meta has introduced a new feature called ‘Creative’ in Ads Manager, allowing advertisers to analyse the performance of ads based on specific creative elements. The update provides insights into flexible layouts and AI-generated image ads, significantly expanding the possibilities for social media advertising. Advertisers can now include up to 10 images and videos in a single campaign and view results for each element, which helps in optimising campaigns.
New Features in Ads Manager
Meta has introduced a new feature called ‘Creative’ in Ads Manager, allowing advertisers to analyse the performance of ads based on specific creative elements. This update provides insights into flexible layouts and AI-generated image ads, significantly expanding the possibilities for social media advertising. Advertisers can now include up to 10 images and videos in a single campaign and view results for each element, which helps in optimising campaigns [1].
Flexible Layout Splitting
One of the key features in this update is the ‘Flexible Layout Splitting’. With this feature, advertisers can include up to 10 images and videos in a single ad campaign. The new splitting function allows viewing results for each flexible format element, helping to understand which images or videos perform best. This gives advertisers more control and insight into the effectiveness of their creative choices [1].
Splitting of AI-Generated Images
In addition to flexible layouts, the update also provides insights into the performance of AI-generated images. For campaigns using this technology to diversify creativity, advertisers can now compare performance data for these generated images against original creatives. This helps advertisers determine which images are most effective in reaching their target audience [1].
Additional Creative-Level Splits
Meta is expanding the splitting options at the creative level. Some ad accounts now show a ‘Related Media’ split, reflecting an automated ad optimisation function. This function adds existing images or videos—previously uploaded and used in other ads—to current campaigns. This simplifies the process of reusing and optimising creative content [1].
Impact on Advertisers
This update marks a significant shift as Meta opens part of its ‘black box’, providing advertisers with detailed insights into how flexible formats and AI-generated images affect ad performance. This can lead to more targeted and effective ad strategies, ultimately contributing to better conversion rates and higher ROI [1].
Program Management at Meta
Meta’s Cross-Channel Program Management (Reality Labs/Creative X) plays a crucial role in developing and implementing creative ads. Team members are responsible for leading and managing multiple projects, ensuring excellent creative executions, and aligning brand and business objectives strategically. This role requires at least 10 years of experience in Program/Project Management and 3 years in people management [2].
Opportunities and Creative Scores
Meta’s Opportunity Score is a tool that helps advertisers identify specific areas for improvement in their campaigns. The score ranges from 0 to 100 and indicates the potential for optimisation. A high score suggests significant room for improvement, while a low score indicates that the campaign is well-tuned. The Creative Score evaluates the quality, variety, and performance of creative elements in ads, helping advertisers make the right creative choices [3].
Best Practices and Tips
Adsmurai provides a guide and eBook to improve the Creative Score with practical tips and best practices. Best practices include regular checks, critical evaluation, prioritising changes, testing before adjusting critical campaigns, and tracking performance. It is important to remember that the Opportunity Score is not a substitute for strategic human analysis and that seasonal factors, cross-campaign synergies, brand restrictions, and business context should be considered [3].