Creative best practices

Set up brand context before generating creative

Everything Plai generates — copy, images, video scripts — draws from your brand context. Before creating ads, make sure your Brand Context is complete and accurate:

• Business URL — Plai reads your site to understand your product, tone, and audience
• Business description — explain what you do, who you serve, and what makes you different
• Brand language — sets the language for all AI-generated ad copy
• Brand colors and fonts — applied automatically to generated image creatives

A well-filled brand context produces significantly better creative output with less editing required.

Use multiple creatives per campaign

Upload or generate at least 3 creatives before launching. More creative variety gives the platform more to test and lets the algorithm identify what resonates with your audience faster. A single creative running in isolation has no competition — you can't learn what works without comparison.

Use the Creative Bank for ongoing rotation

The Creative Bank stores all the creatives you've generated or uploaded. When a campaign starts to fatigue — you see declining click-through rates, rising CPMs, or flattening results — rather than pausing the campaign, swap in fresh creatives from the Creative Bank. This extends the life of a working campaign without resetting the algorithm's learning.

Regularly refreshing creatives is one of the most effective ways to maintain performance on campaigns that were working well. Add new creatives to the bank before you need them — don't wait until performance drops to start generating.

Ad copy fundamentals

Plai generates ad copy based on your brand context and campaign objective. Whether you're using AI-generated copy or writing your own, the same principles apply:

• Lead with the benefit, not the feature — "Get more leads this week" lands better than "AI-powered campaign optimisation"
• Keep it specific — vague claims ("amazing results", "incredible quality") are ignored; specific claims ("47% more leads in 30 days", "under $10 per lead") get attention
• Match the audience's language — write the way your customer talks, not the way your internal team does
• Include a clear CTA — tell people exactly what to do next: "Book a free call", "Get your quote", "Start your free trial"
• Test different angles — lead with a pain point in one creative, a benefit in another, social proof in a third

Image and video creative principles

Images

• Use visuals that stop the scroll — high contrast, faces, and motion tend to outperform static product shots in feed environments
• Minimise text on the image itself — let the ad copy do the heavy lifting; too much text on images reduces reach on Meta
• Match the aspect ratio to the placement — 1:1 or 4:5 for feed, 9:16 for Stories and Reels
• Use brand colours consistently so your ads are recognisable over time

Video

• Capture attention in the first 2–3 seconds — most viewers decide to keep watching (or scroll past) within the first few frames
• Design for sound-off viewing — add captions or on-screen text so the message works without audio
• Keep videos concise — 15–30 seconds typically outperforms longer formats for direct response campaigns
• Include a CTA on screen at the end, not just in the caption

When to refresh creative

Watch for these signals that your creative is fatiguing:

• Click-through rate (CTR) declining week-over-week despite stable targeting
• CPM rising — a sign that the same people are seeing the same ad repeatedly
• Cost per result increasing without a change in budget or targeting
• Frequency rising above 3–4 (on Meta) for the same audience

When you see these patterns, add new creatives from the Creative Bank or generate fresh ones via Plai's AI tools. Avoid turning the campaign off and back on — this resets the algorithm's learning period.