Prompting guide

This guide helps you decide what goes in a prompt, generate a batch of concepts, then iterate on the ones worth keeping. Copy any template and replace the [BRACKETED] placeholders with your campaign details.

What you'll learn

• What goes in a prompt
• How to create static ads
• How to iterate without the creative drifting
• How to prompt for motion, UGC, and other formats
• How to turn a long video into multiple ads
• How to translate or localize ads

Two habits that matter most

As you work, two habits do more than any single prompt to speed up a session and improve the results.

1. Iterate in the chat instead of starting over. Select several ads and they become the context for your next message, so one prompt applies to all of them and the edits run in parallel: "change the CTA on all of these," "apply this badge to the batch." Be surgical — "hold everything else, just change the headline" beats vague feedback. It works for motion too: select statics and animate them in one request.

2. Run several chats at once. You don't have to wait for one chat to finish before starting the next. Kick off a few in parallel, one per campaign, format, or idea, and check back as they land. Each chat works best as a single, focused ask.

What goes in a prompt

Ad Studio already has your brand context and your assets, so start with the three things it can't infer from your workspace:

• Goal — The business outcome, such as app installs or brand awareness.
• Audience — The persona, funnel stage, or segment.
• Offer — The product, SKU, or value prop being promoted.

The rest of this section covers what to add on top: references, library assets, source material, how many ads you want, and the visual style. A sentence or two is enough for a small iteration.

Attach reference images

Attach a reference image when you want Ad Studio to match a specific visual style. The closer the reference is to what you want, the closer the generated ads will be. A reference can be one of your own ads, a competitor ad, or any photo with a look you want to match.

Select a style

Select a style before you generate. Ad Studio uses it as the visual direction for every image in that request, so a style keeps a batch — or a whole campaign — consistent without restating the look each time. Styles are tied to a brand profile, so changing the brand profile clears the style selection.

Reuse assets from your workspace

Ad Studio can reuse creative you already have:

• Assets you've uploaded in Assets
• Products from your product catalog
• Ads synced from your connected ad platforms

Name the asset in your prompt, either exactly or loosely, such as "the blue sweater." Then say whether to reuse it as-is or treat it as inspiration. Without that instruction an image you meant to preserve can come back regenerated.

Give Ad Studio your source material

Rather than describing your product from scratch, attach what you already wrote:

• A campaign brief
• A landing page URL
• Product screenshots
• Reference ads

Ad Studio pulls headlines, body copy, and value props from this material instead of inventing them.

Ask for a batch, not one ad

Always include a number. Ask for 7–10 ads per request as your default, and keep any single request under 15.

Asking for a batch changes what Ad Studio does, not just how much it returns: it picks a differentiation axis — product, message, persona, or concept — and varies the set along it. Ask for one ad and you get one ad, with nothing to compare it against.

Ten take barely longer than two, since Ad Studio generates them in parallel. A reliable rhythm: ask for 10, keep the best, then ask for 10 more in that direction.

Describe the visual style in a few words

A few style words steer the output more than a long description of the subject does. Useful vocabulary:

• Premium
• Editorial
• Minimal
• High fashion
• Bold flat illustration
• Film grain

Stack a few into a directive. For example: "These ads must feel premium and elevated. Editorial style. High fashion. Slight film grain."

Ask for questions before generating

When your brief is incomplete, ask Ad Studio to gather what it's missing before it generates anything. This turns one guess into a short exchange, which matters most when the campaign is complicated:

Ask me any questions before you begin that will help you get the best answer. If you need more product information, case study info, or product screens, ask me and I can provide them.

Create static ads

Statics are single-image ads. There are five ways to start, depending on what you already have.

Start from scratch

Use this when you have a campaign in mind but no materials yet:

Create 10 distinct ad concepts for a [CAMPAIGN NAME / TYPE] campaign for [CHANNEL]. The audience is [AUDIENCE] in the [VERTICAL] vertical. Vary the hook, visual direction, and format across concepts.

To narrow the output, attach a reference image, paste a landing page URL, or ask for specific sizes.

Start from a brief

Select Upload a brief and attach your file, and Ad Studio writes the prompt for you. Add instructions on top to control the count or point at the part of the brief that matters most:

Based on the brief attached, generate new variations for my [SEASON/CAMPAIGN] campaign. The goal is editorial variations with a [SEASON] angle, while adhering to my brand guidelines.

Key points:
- Focus on [SEASON] seasonality as the primary angle. Avoid other seasonal themes.
- Generate no more than 10 variations per creative.
- Base all iterations on the insights, best practices, and learnings in the document.
- Adapt messaging, visuals, and hooks accordingly, while keeping them performance-driven.

Start from a web page

Use this when your messaging already lives on a landing page:

Generate 10 ad concepts targeted to [AUDIENCE]. Pull copy and value props from this webpage: [URL]

Start from a reference ad

Two prompts, depending on how far you want to travel from the reference. To stay close, which gives you a consistent templated set:

Generate 10 ads using the style of the attached image(s).

To explore a wider range, which gives you options to test against each other:

Use the attached ad as a starting point and produce 10 variants. Hold the core message, but vary headlines, hooks, visual crops, and CTA framing so we have a meaningful test set.

Start from your existing assets

Use this when you want new ads built from imagery you already own:

Create 10 ads in this style but using existing imagery from our asset library. Promote our [PRODUCT] using different messaging angles.

Iterate on results in the chat

Most of the work happens after the first batch. These habits separate a fast session from a frustrating one.

Keep each prompt focused

Give each prompt one job. Instead of one request that does everything:

Make these ads brighter, change the CTA, use a different audience, add our spring colors, and resize for Instagram.

Send three:

Keep everything else the same. Change only the CTA.

Generate Instagram versions.

Try a brighter color palette.

Each request produces a more predictable result, and when a round misses you know which instruction caused it.

Say what must stay the same

Whenever you iterate, name what must not change. Ad Studio regenerates the ad on each round, so anything you don't protect can drift from the version you approved. Useful instructions:

• Keep the layout.
• Keep the headline.
• Don't regenerate the product image.
• Preserve the typography.
• Use the same visual style.

Restate these on every round, not just the first. "Hold everything else, just change the headline" is specific enough to act on; "make these better" isn't.

Generate more concepts from a direction

Start by asking for 7–10 concepts. Once you find a direction you like, ask for another batch based on that concept instead of starting over:

Use concept 4 as the direction and generate 10 more, varying the headline and visual crop.

Edit a batch of ads in one prompt

Select one or more ads in a chat before you prompt. Your selection becomes the context for the next request, so one prompt applies to every ad you selected and the edits run in parallel. For example:

• Change the CTA on all selected ads.
• Apply a badge to the whole batch.
• Animate every selected static.

Create motion ads

Motion ads are short videos generated from an existing static ad. Your approved layout, typography, and branding stay the same. Ad Studio adds animation around those elements, so your prompt only needs to describe how the ad should move.

Animate an approved static

Create a motion ad from this static by adding subtle motion to the entire ad.

To leave the imagery untouched:

Create a motion ad from this static by only animating the text, not the imagery.

Write a motion prompt

Include four things every time:

• Video length — A duration in seconds, not "short."
• Elements that must not change — Typography, logo, layout, and product.
• Whether the animation loops — Say so if you need a seamless loop.
• The motion to apply — One idea, described in plain words.

To build text in piece by piece:

Animate this static ad as a build-in sequence, roughly 5 seconds. Each element should fade in sequentially from top to bottom. The headline should fade in line by line. Do not regenerate, warp, or alter any typography, logos, or the photo — every element must land exactly in its final position matching the original image.

To add subtle motion to the product shot, describe the movement in plain words based on what's in the image:

Animate this static ad. Keep all text, logos, and layout locked in place — do not regenerate or warp any typography. Subtle, warm, premium product animation, 5–6 seconds, seamless loop:
[DESCRIBE THE MOTION YOU WANT, BASED ON THE IMAGERY]

Structure complex motion prompts

When you need precise control, use labeled sections and list exactly what may move. Everything you don't list stays static:

── INSTRUCTIONS ───
Create a set of resized video ads from this static.
1:1
9:16
16:9

── LAYOUT ───
Keep the overall hierarchy the same — logo, copy, and product — adjusting font sizes and line breaks where needed. Make sure spacing between elements looks tasteful and well designed, not too cramped.

── PERSISTENT STATIC ELEMENTS ───
Logo
Headline
Subhead
Legal copy

── MOTION ───
CRITICAL: ONLY ANIMATE THE ITEMS LISTED BELOW IN THIS SECTION. EVERYTHING ELSE SHOULD BE STATIC.
[ELEMENT]: [DESCRIBE ITS ANIMATION]

── VIDEO LENGTH ───
Video should be 10 seconds long.

── CRITICAL NOTES ───
1. [ANYTHING THAT MUST NOT CHANGE OR ANIMATE]

Make sure to save the output ads so I can view them.

Ask for a custom component

Ask for a custom component when you need end cards, transitions, or text animations that don't require AI-generated imagery. Ad Studio writes code for the animation instead of generating new pixels, which keeps type and edges crisp. It sometimes chooses this on its own, but naming it in your prompt makes it consistent.

Prompt for specialized formats

Where you see {{STATIC_ASSET}} below, substitute the static ad you've selected or attached.

UGC-style video

Plan the ad before you prompt: write the script, then the creative direction, then a scene map. Paste the full plan in, then the template:

Create a vertical 9:16 selfie-style video that feels like native TikTok UGC.
The camera is handheld, front-facing, slightly shaky, filmed in natural indoor lighting.
A real human creator is holding or referencing {{STATIC_ASSET}} naturally while speaking directly to camera.

Framing: chest-up talking head, casual posture, imperfect composition.
Motion: subtle hand movements, slight camera drift, natural head movement.
Style: unpolished, authentic, iPhone video look.
Lighting: soft, uneven, realistic indoor lighting (no studio feel).

Add subtle auto-captions synced to speech.
No cinematic effects, no transitions, no polish.
Feels like a real creator explaining something to a friend.

Slideshows and GIFs

Build these from statics you already like, and ask for background music if you want it.

Create a vertical slideshow-style video using multiple crops or variations of {{STATIC_ASSET}}.
Each frame appears as a still image with subtle motion.

Transitions: simple fades, vertical slides, or quick cuts.
Timing: each slide lasts 1–2 seconds.
Overlay short caption text aligned center or bottom.

No complex animation.
Feels like a static carousel converted into a lightweight video for ads.

Memes

Memes need a style to work from. Upload meme reference ads as assets, select them, and generate a style from the selection. Then generate against that style.

Create a vertical meme-style video that follows native TikTok trend grammar.
Use {{STATIC_ASSET}} as the punchline or visual reveal.

Structure: setup → beat → payoff.
Add exaggerated zooms, abrupt cuts, and on-screen caption humor.
Motion should feel intentionally rough and fast.

Text overlays mimic TikTok meme captions.
Feels culturally current, slightly ironic, and low-effort by design.

Motion graphics

Motion graphics are illustrated animation with no photography. To animate an existing static instead, see Create motion ads.

Create a 2D illustrated motion graphic video inspired by flat, vector-style animation.
Translate {{STATIC_ASSET}} into simplified illustrated elements if needed.

Motion: smooth easing, clean transitions, floating icons, sliding panels.
Style: minimal, modern, friendly.
Color palette: cohesive and brand-safe.

No realism or photographic textures.
Feels like a polished animated explainer adapted for social feeds.

Resize an ad made outside Ad Studio

Upload the ad, then ask for the new ratio and nothing else:

Use the attached ad and create a [ASPECT RATIO] size. Keep the composition as close to the original as possible. All elements should stay the same — fonts, colors, image, logo, etc. The ONLY change I want is the new aspect ratio. Protect the original composition and elements.

Turn a long video into multiple ads

Use this workflow when you already have a long video — such as a brand film, product demo, webinar, or customer story — and want to create multiple short ads from it.

Attach the video, then prompt the agent:

Take this long-form video and split it into standalone short ads.

Cut only on natural scene breaks so each clip tells one complete story with a single clear reason to believe.

End each clip with an end card that includes:
- our logo
- a headline that matches that clip's message
- a call to action

Keep the end card visually consistent with the rest of the video.

Save each clip as an editable video ad.

The agent creates a separate editable ad for each clip. You can review them individually, continue prompting, generate additional aspect ratios, or launch them like any other video ad.

If a clip starts or ends in the wrong place, adjust it in the visual editor instead of re-prompting.

Customize the output

Adjust the prompt to match your source video.

• Clip length — Specify a duration if you need one, such as 6–10 seconds or under 15 seconds.
• Message — Ask each clip to focus on one product benefit, customer story, or proof point.
• End card — Change the headline, CTA, or branding requirements if needed.
• Output — Ask for additional aspect ratios or captions during the same conversation.

For example:

Split this video into 6–10 second ads.

Each ad should focus on one customer benefit.

Generate 1:1, 4:5, and 9:16 versions of every clip.

Add burned-in captions.

Translate or localize your ads

Request an adaptation or localization, meaning copy rewritten for the local culture, rather than a word-for-word translation. Specify the language, locale, and regional variant, and always ask for English back-translations so reviewers can verify the copy:

OBJECTIVE
Create [LANGUAGE / LOCALE] ads for my [CAMPAIGN] campaign. I want a mix of lifestyle photography, product shots, and typography-only ads.

INSTRUCTIONS
1. For every ad, generate a [LOCALE] version that:
   - Adapts the messaging to [CAMPAIGN THEME] themes
   - Uses natural [REGIONAL VARIANT] — not [OTHER VARIANT TO AVOID]
   - Maintains the original ad's structure, tone, and call-to-action intent

2. For each piece of copy you write, immediately provide the English translation in brackets so the reviewer can verify accuracy and intent. Include the English translation of the headline and all other on-ad copy in the ad brief.

3. Add a short note explaining what local or seasonal element you incorporated and why.

TONE & STYLE GUIDELINES
- Warm, approachable, and relevant to the moment
- Reflect local cultural nuance — a true adaptation, not a direct translation
- Avoid loanwords and anglicisms unless commonly accepted in the region

Ask me any questions before you begin that will help you get the best answer.

The bracketed English translations are what make the ads reviewable when you don't speak the language, so don't skip them.

Review the translations

For a language check, use the Agents chat: go to Agents → Chats, paste a link to your ad, and ask about anything you're unsure of. For example: "Is this phrase natural?" or "What does this say, literally?" This is a separate agent from the one you generate ads in — it's available when your workspace has Agents enabled.

Common questions

What's next

• Ads: Create, iterate, and launch ad creatives
• Styles: Define reusable visual guidelines for ad generation
• Assets: Upload and sync the creative files Ad Studio draws from
• Brand setup: Configure brand profiles, guidelines, logos, and fonts