SOP — Generate Meta ad statics
Who: Delivery · When: a campaign needs creative · Time: under a minute per set
Before you start
Nothing here requires design or copywriting skill, and that's the design intent. Everything selectable has already been approved by strategy.
You cannot write your own headline or prompt an image. There's no text box, and the server rejects it too. If what you need isn't in the list, the answer is to ask strategy for a new angle — not to work around it.
Steps
- Creative Studio —
/studio, or Work → Studio. (The app now opens on Today; the Studio moved off the home page.) - Pick the client. Clients that can actually generate are grouped at the top with an angle count beside each; everything under *Nothing approved yet* has no approved angle and the Generate button will tell you so rather than failing. There is a search box — there are 54.
- Pick the message angle. Each shows its hook and its funnel stage — TOF for cold audiences, BOF for people close to converting. Ask the media buyer which they need if it isn't obvious.
- Pick the copy. Every variant under an angle is approved and interchangeable. Pick on fit, not on which sounds best to you.
- Pick placements. Select all of them. See below.
- Generate, then download.
Why you should always select every placement
The background image is bought once and composited into every size. Selecting one placement or all three costs exactly the same.
The stats bar shows this: *Scenes bought: 1 · Creatives produced: 3*. If scenes bought climbs with the number of placements, something is wrong — report it.
"Scene + headline was skipped" is usually normal
Most angles have no scene prompt, so there is no photograph to composite. When that happens the seven type-led formats render as usual and a note above the output names what was dropped and why. You still get 21 creatives from three placements; you do not get the photographic one.
That is a gap in the angle, not a fault in the generator. If a campaign needs photography, ask strategy to add a scene prompt to that angle.
If something looks off
| Symptom | What to do |
|---|---|
| Headline runs off the creative | Report it — the layout needs a fix, not a shorter headline |
| Background doesn't suit the message | Report the angle, don't regenerate hoping for luck |
| An angle you need doesn't exist | Ask strategy. Don't approximate with a near-match |
| Generation fails | Check Brand Intelligence for an escalation on that client first |
| Generate is greyed out | It says why on the button — no approved angle, no approved copy, or no brand kit. Each names the screen that fixes it |
| Only 21 creatives, not 24 | The scene format was skipped. See above — normal for most angles |
What not to do
- Don't edit the exported image. A creative that no longer matches its approved copy has left the guardrail, and nothing downstream knows.
- Don't reuse a creative across clients. Every one is bound to a specific approved angle.
- Don't rewrite copy in Ads Manager. That's exactly the broken-telephone problem the system exists to prevent.