The Ad-Builder is your multivariate creative production tool. Using the assets from your library, you’ll build template designs using asset groups, then swap the variables in those groups to create a multivariate grid of ads. From the Experiments menu, clicking “Create a New Experiment” will take you to the Ad Builder.

01 Template Mode

The first step in the Ad Builder is building a template by adding placeholder creative elements into an ad. At this point, you are not yet adding multiple versions of layers to build an experiment, just building the design for the variables to be switched in and out.

Image Elements

Adding Image Placeholders

Drag assets from your library on the left-side menu onto your Artboard and arrange them how you’d like to create a template.


When selecting an element on the canvas, drag the edge handles to resize responsively. Notice that the containing image will adjust it's scale and position to keep the focal point centered.

Holding shift while dragging the corner handle will resize the element proportionally.

Text Elements

Adding Text Placeholders

To add a text placeholder, first navigate to the available text assets from the left panel. You can choose from text assets that you've made or add new text assets using the plus button.

Drag text to the canvas to add it as a placeholder. Keep in mind that you are not yet adding multiple variants. Once in variants mode, you are able to drag additional text assets as alternate versions for the element that you've placed.

Sizing Text Elements

There are two ways to size text on the canvas. By default text elements are sized using standard font size, located in the style panel on the right side of the screen. In this sizing mode, you can drag the handles for the element to change the area that the textbox will cover.

To turn on autosize, use the toggle next to the font size selector on the right side of the screen. Once on, the size selector will now be a % of the width of the textbox on the canvas. Changing the size of the element on the canvas will automatically resize the containing text. Auto-size is best used when you plan on using multiple text variants with vastly different character counts.

Groups & Layers

As you add image and text assets to your Artboard, you’ll see new groups created on the right panel, these will be used to build your multivariate test in Experiment Mode later on. Grouping can be used for individual variables or to put specific variables together (i.e. green background & green product image). To group two variables together, just drag one into the other’s group.

You can simply drag groups up and down on the right panel to layer them above or below each other on the Artboard.

Tools & Details

Above the Artboard, you can rename the canvas, toggle on/off overflow view, edit your background color, and clone the Artboard. On the bottom of the page, you can rename your exercise, add more Artboards, and change the Aspect Ratio of your Artboards. On the far-left menu, you can toggle grid view on/off and view switch between image & text assets.

02 Variants Mode

The second step of the Ad Builder is Variant Mode. In Variant Mode, you’re able to easily swap in assets to build out your multivariate test. Here you’ll build your multivariate matrix by dragging assets into their respective groups until you’re satisfied with the experiment.

Using Variant Mode

To get to Variant Mode, click the “Create Variants” button on the top left of your page. From there, add variables to your experiment by either dragging them directly on to the asset they’ll replace or clicking “Create a new group variant” from the right-side menu under the correct group and dragging them onto the empty variant space that is created. Repeat this for your image, graphic, and text variables until your experiment is all set and ready to go!

03 Generating Variations

The last step in the Ad Builder is reviewing all of the creative variants you just made! You’ll have a full view of every ad you just created in Template Mode and Variant Mode. The total number of ads will reflect the number shown on the bottom bar of the Ad Builder.

Generating Your Ads

When you’re building so many ads all at once, there can be small issues that need adjusting to make sure every ad looks good. You may find that one image variable isn’t showing the right part of the image, so you’ll want to make a small change to fix that.

As you look over all of your ad variants, you can go back to the Asset Library to adjust focal points of images if you need to. You can also go back to Template Mode to move things around in order to make sure that every part of each ad is shown correctly. When everything looks good, you can download your ads or go to the Launcher to upload them directly to a Facebook campaign!