Make Ads is where you brief Cuttable to create your ads. You describe what you want — what's being promoted, who you're targeting, and the tone — and Cuttable generates a set of ad variations ready to publish to Meta.
Make Ads uses a guided chat experience to walk you through the briefing process, asking structured questions to clarify what you need. This helps produce ads that are more on-brief and aligned with your goals from the first click.
How to get started
To start a brief, select Make Ads in the left-hand navigation of the dashboard.
If you see a Check your themes screen first, select a theme or skip it, then select Continue to reach the briefing area. Switching to Direct mode (see Chat and Direct modes below) takes you straight to the briefing area.
How to write a strong brief
A strong brief clearly answers these five questions:
What is the goal? — Awareness, sales, sign-ups
What is being promoted? — Your brand, a product, range, offer, or sale
What is the key message or offer? — A discount, benefit, value proposition, or emotional hook
Who is the specific audience? — E.g. "women aged 25–40, with a soft and premium tone"
Is there a specific tone or style? — E.g. "in a playful style with short punchy copy"
Including examples of preferred ad copy or leveraging brand strategy settings can further improve alignment with your desired tone and message.
Short, clear sentences work better than long paragraphs. Aim for 20–30 words to guide the system effectively.
Example brief:
"Create a sales ad promoting our summer sale with 30% off sitewide, targeting new customers, using bold and energetic copy."
Add more context for better results
For more creative control, add additional information to your brief:
Select specific ad designs to control which formats appear in your ads
Choose specific images or video — Cuttable will only use those assets
Choose color themes to guide the visual style
Choose a logo to use in your ads — useful if your account has multiple logos
Select an End Frame — the branded closing card that appears at the end of your video ads
Tag a product you want featured in your ads
Tag an audience or value claim to highlight in your ad copy
Select to have no music appear in your ads directly in the Make Ads brief, if you don't want any of the ads produced from this brief to include music. See Managing music for your ads in Cuttable for the other ways to control music, including setting no music as your default for every ad.
To select multiple images or videos at once: in the asset picker, select an album from the list on the left to narrow the grid to just that album, select the first image or video, then hold Shift and select the last one to select everything in between. There is no limit on how many images or videos a brief can include.
To add brand options: click the + icon in the input bar and select Brand. From there you can pick a logo, color theme, or End Frame. Your selection appears as a chip in the input bar and can be removed before submitting.
Important: If you tag a product, the images and videos linked to that product are used in your ads by default. You can still select additional images or videos from your albums in the same brief, even if those assets are not linked to the tagged product. If you select specific images or videos, Cuttable treats those as the only assets available for the brief, but it does not guarantee that every selected asset appears in every ad.
Cuttable still chooses which of your selected assets best fits each individual ad idea, so a set of ads may end up using only some of what you selected. If a specific asset is missing from an entire set, select fewer, more relevant assets so each one is more likely to be used. Use this guide to set up your products before tagging them in Make Ads.
Understanding design, copy, and creative fit checks
Before your ads generate, Cuttable checks that your brief and your selected designs, images, and copy actually fit together. If something doesn't line up, Cuttable shows a warning so you can decide whether to adjust your brief or continue anyway.
Attachment completeness — Checks that your brief includes everything a selected design needs, like an image, video, or logo. This is a blocking check: if something required is missing, you'll need to add it before you can generate.
Copy fit — Checks that your brief's messaging matches what the design's copy layout expects, for example length or structure. This is a warning you can dismiss and continue anyway.
Creative fit — Checks that your selected images or video suit the design and brief. This is also a warning you can dismiss and continue anyway.
If you see a warning, select Dismiss to generate anyway, or adjust your brief, assets, or design selection so it fits better. Favoriting a design doesn't exempt it from these checks — every brief is checked against the specific designs, assets, and copy you've selected for it.
How many ads a brief generates
The number of ads a brief generates is set by the ad designs you select, not by the text of your brief. Writing a number such as "make 20 ads" in the brief does not change how many ads are generated.
You can select up to 10 ad designs in a brief.
By default, Cuttable generates 2 ads for each selected design.
To get more or fewer ads, change the ads per design number in the prompt box before you submit the brief.
For example, 10 selected designs with the default of 2 ads per design generates 20 ads in total.
Use the brief text to describe the messaging and copy for your ads, such as the offer, audience, and key message. How the ads look is controlled by the ad designs you select, so the brief does not need to describe the visuals. Rules that are already in your Brand Strategy also do not need to be repeated in each brief.
Generate your ads
Hit enter to submit your brief. Your ads will appear in your dashboard within a few minutes. You can close the window after submitting — ad generation runs in the background and the finished ads will appear in Your Ads when complete.
Troubleshooting your brief
If your results are not quite right, here are the most common issues and how to fix them:
Issue | Why it happens | How to fix it |
Ads feel generic | Brief is too vague | Give more context in the brief |
Copy doesn't match desired ads | Tone, audience, or goal not specified | Define tone, audience, and goal — or give an example of copy you like |
Images or video don't suit the brief | No asset guidance | Choose specific images or video when briefing |
Designs don't fit the brief or brand | No design guidance | Select specific designs when briefing |
A selected image or video doesn't appear in any ad | Cuttable only uses assets that fit each specific ad idea, even from the assets you selected | Select fewer, more relevant assets, or regenerate the brief to get a new set of ideas |
A design I favorited gets flagged or excluded | The design doesn't match this specific brief, for example wrong copy length, mismatched purpose, or a missing attachment | Dismiss the warning to use it anyway, or adjust your brief, assets, or design selection so it fits better |
Chat and Direct modes
Make Ads has two modes you can switch between at any time using the dropdown at the bottom of the page:
Chat — Guided question-based brief creation. Cuttable asks structured questions to help you build your brief.
Direct — Enter your brief directly without the guided flow.
Both options are available to all customers.