How to generate ad copy with AI

uplads can write your primary texts, headlines and descriptions for you — tuned for Meta's feed, in the language you pick, and previewed before anything touches your ad. You stay in control: you fill a short marketing brief, choose a few options, and pick which variants to keep.

This article walks through the full flow. For writing copy by hand, see How to write ad copy, URLs and CTAs.

Open Generate with AI in the Text step

In the bulk launch wizard, go to the Text step where you set up your ad copy. Click the Generate with AI button (the one with the sparkle icon) to open the AI text dialog.

Before you can generate, you need an AI provider saved. If you haven't added one, the dialog shows a prompt to open Configuration and save your OpenAI or Anthropic (Claude) API key. Your key is encrypted on our servers and only used to call the provider on your behalf — you bill them directly. See How to set up your AI provider and API keys. If a generation is blocked or erroring, check Why is AI copy generation blocked or failing?.

Fill the marketing brief and pick a prompt template

The quality of your copy depends almost entirely on the quality of your brief — uplads handles the structure and Meta's character rules for you, so you only supply the marketing context.

1. Pick a prompt template from the dropdown. Options include E-Commerce Sales, Lead Generation, SaaS Trial, App Install, Brand Awareness, and Blank — write your own brief. Each template pre-fills the brief fields and a sensible default tone and CTA so you edit rather than start from scratch.
2. Choose your provider (OpenAI or Anthropic/Claude) from the provider dropdown if you have more than one saved.
3. Fill the brief fields:
   • What you're marketing — what the product is, key features, price point.
   • Target audience — who it's for: age, role, lifestyle, motivation.
   • Pain points — the problem they're trying to solve.
   • Value propositions / USPs / proof — why you win, including proof like reviews or results.
   • Additional instructions (optional) — anything extra, e.g. "avoid superlatives" or "include the phrase 30-day money-back."

Auto-fill the brief from a website

Don't want to type the brief? Paste a landing page or product URL into the Auto-fill from a website bar and click Read website. The AI reads the page and fills in product, audience, pain points and value props for you to review and tweak. Results are cached per URL, and uplads remembers the most recent brief for the ad account, so re-opening the dialog is free. Use Re-analyze if the page has changed.

If you've set a brand voice, it's automatically applied to every generation as style guidance.

Choose tone, variety and number of variants

In the Style & length panel, set how the copy sounds and how many variants you get.

• Tone — Professional, Casual, Urgent, Witty, Empathetic, Bold, or Story-driven.
• Variety — how different the variants are from each other:
  • Tight — same length and angle, just reworded.
  • Balanced — mixed lengths and distinct angles (recommended).
  • Diverse — short punchy plus medium plus long story, with strong angle contrast.
  • Wild — question, statement, list, story and contrarian formats for maximum spread.
• Language — English, Deutsch, Español, Français, Italiano, Português, Nederlands or Polski.
• CTA hint — bias the copy toward a specific Meta call-to-action verb, or leave it as No preference to let the model decide. The list is narrowed to CTAs Meta allows for your campaign objective.

Under How many variants to generate?, set the count (0–5) for Primary texts, Headlines and Descriptions independently. Set a field to 0 to skip it.

Shared copy for all creatives vs. per-creative vision mode

At the top of the dialog you choose a Mode:

• One copy for all creatives — fast and cheap. A single generation is reused for every ad. This is the default and the right choice most of the time.
• Different copy per creative (Vision) — the AI looks at each selected creative and writes copy tailored to what's in the image. This unlocks only when you've selected creatives with a visible preview in Step 1.

A few things to know about Vision mode:

• It makes one call per creative, so it costs roughly that many times a normal generation.
• Your selected model must support vision (for example gpt-4o, gpt-4.1, or Claude Sonnet/Opus).
• Videos can't be read frame-by-frame yet, so video creatives fall back to brief-only copy using the filename as a hint — they're flagged as such in the review.

When you apply Vision results, each creative keeps its own copy on launch. Switch between creatives in the Text step to view and edit each one.

Preview variants and check the cost before applying

Click Generate variants to run the brief. uplads forces the model to return structured JSON, so you always get clean, separate primary texts, headlines and descriptions back.

On the review screen:

1. Every generated variant is shown as a card with its character count. Primary texts and headlines pre-select all variants; descriptions let you pick one.
2. Click any card to toggle whether it's applied. Unselected variants are discarded.
3. Use Edit brief to go back and change the inputs, or Regenerate to run again with the same brief.
4. When you're happy, click Apply to template (or Apply per-creative copy in Vision mode). Nothing overwrites your wizard copy until you confirm.

For Vision mode, the review shows each creative's thumbnail alongside its copy, with a note for any videos that were written from the brief and filename. The cost warning for Vision mode appears in the dialog before you generate, so you always know the relative cost up front.

To keep an eye on spend across generations, see How to track AI usage and estimated cost and How to set a monthly AI spend cap. Want to reuse copy you generated? See How to save and reuse ad copy templates.