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GuidesAdsCreative profiles

Creative profiles

A creative profile is a reusable set of brand guidelines that the AI uses to generate ad creative — copy, images, and variants. Instead of writing every ad manually, define your brand once and let the platform produce on-brand variants at scale.

Creating a profile

Go to Ads → Creative → Profiles → New profile.

The profile wizard walks through five sections:

1. Brand archetype

Select the personality that best fits your brand:

  • Authority — expert, trusted, knowledgeable
  • Rebel — bold, unconventional, disruptive
  • Caregiver — warm, supportive, nurturing
  • Creator — innovative, artistic, imaginative
  • Explorer — adventurous, free, independent

The archetype influences the tone of AI-generated copy.

2. Visual style

Define your visual language:

  • Color palette — primary, secondary, accent (pulled from your brand kit by default)
  • Photography style — product-focused, lifestyle, abstract, illustration
  • Layout preferences — minimal, bold typography, image-heavy, text-heavy

3. Voice & tone

Configure how the AI writes:

  • Voice — professional, casual, witty, urgent, empathetic
  • Sentence length — short and punchy vs longer and descriptive
  • Emoji usage — never, sometimes, frequently
  • CTA style — direct (“Buy now”), soft (“Learn more”), question (“Ready to try?“)

4. Guardrails

Set boundaries the AI must respect:

  • Never mention — competitor names, specific claims you can’t back up, restricted terms
  • Always include — brand name, legal disclaimers, specific hashtags
  • Tone avoidance — avoid sarcasm, avoid urgency, avoid discount language

5. Channel preferences

Rank which ad placements the profile is designed for:

  • Meta Feed, Meta Stories, Meta Reels
  • Google Search, Google Display, Google Shopping
  • Each channel has different creative requirements (aspect ratios, text limits)

Using a profile

Once saved, the profile is available when creating campaigns:

  • In the campaign builder, select “From creative profile” instead of manual
  • The AI generates 3-5 variants that match your profile settings
  • Review, edit, and select which variants to use
  • Performance data feeds back to improve future generations

Performance tracking

Go to Ads → Creative → Performance to see:

  • Which profiles generate the highest CTR
  • Which visual styles resonate with your audience
  • Variant-level performance across campaigns

What’s next

Create an ad campaignBudgets & governance