Creative

The automation wants more creatives than your production delivers

The platforms demand volume: Performance Max works with asset groups of images, text, logos and videos g-pmax, Demand Gen with multiple aspect ratios and video formats g-demandgen, and Meta recommends a wide variety of ad creative meta-adv. But volume does not come from more people making more creatives; it comes from automating the multiplication while the idea stays with people.

What we do: We separate core from variant, fix brand rules in templates, multiply formats, languages and text variants automatically and let approval scale with production; the automation gets the volume it demands, and the brand stays recognisable.

By Robin Kardinal, Chief Operation Officer (COO)

Last updated on 5 October 2026

What it is about and when it becomes relevant

What the automation needs

Asset groups in Performance Max consist of images, text, logos and videos around one theme or audience g-pmax. Demand Gen demands images in several aspect ratios and videos in several formats g-demandgen. Whoever delivers too little gets less delivery, not worse delivery.

What can be automated

Formats, language versions, copy variants and crops. What cannot be automated is the decision of what gets said, and the sign-off on whether it may be said that way.

When it becomes relevant

As soon as several channels and several markets are served at once. Demand then grows multiplicatively, and a production that starts from scratch per creative can no longer keep up.

Common mistakes and how you spot them

Solving volume through hiring

How you spot itDemand grows faster than any team. Visible in waiting times between finding and new creative that stay the same despite new hires.

Automation all the way into the idea

How you spot itCreatives look as if nobody decided them: interchangeable messages, arbitrary images. The volume is right, the effect is not.

Sign-off as the bottleneck

How you spot itCreatives sit finished but unused, because the review loop did not grow with the production.

No template logic

How you spot itEvery creative starts from zero. The same decisions about typography, crop and brand elements get made a hundred times over.

How we go about it

Separate core from variant
We define what makes the core of a creative, and what is variant. Only variants get multiplied.
Templates with brand rules
Typography, color, logo position and safe areas live in the template, not in individual heads. That way the volume carries the brand instead of diluting it.
Automate the multiplication
Formats, languages and copy variants are produced automatically; the idea still comes from people. Under hurra.ai this legwork runs alongside for us.
Let the sign-off grow along
The review loop gets sized for the expected volume, with clear responsibilities. Otherwise the bottleneck merely moves.

Frequently asked questions

How many assets does an asset group need?

Google describes asset groups as collections of images, text, logos and videos around one theme or audience g-pmax. The usable answer is not a number but: enough for the automation to choose between real alternatives.

Does more volume dilute the brand?

Only without template logic. When typography, color and safe areas live in the template, every variant carries the same brand rules.

Can AI create the creatives?

Variants, formats, language versions and copy versions yes, and that changes the throughput noticeably. The original idea and the sign-off stay with people who carry brand responsibility.

What is the most common bottleneck?

The sign-off, not the production. As soon as more creatives are produced, the review loop has to grow with them, otherwise finished creatives sit unused.

Is this exactly where you are stuck?

Write to us about where it is stuck. Robin Kardinal and the team will look at what is concretely behind it in your case, and tell you where the biggest lever sits.

Book a meeting

Sources

Every statement about ad products comes from the official documentation of the respective platform, with the date we retrieved it. Products change; if something looks outdated to you, write to us and we will check it.