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Creative Lab

Ad ideas that start from what already won.

Creative Lab measures which styles, hooks and angles carried your spend, then writes new concepts from those traits and your own facts.

Measurewhat your ads already proved
Createthe next ad, from your own facts
Testguardrailed, and you confirm every change on Meta
Plans from $39 a month
Creative Lab's Library tab: the workspace's 51 active ads of 62, already classified by style, hook type and production zone, filtered to Aug 26 to Sep 24, 2026, with a Classify unclassified with AI control.

Demo workspace
0151 active ads, of 62 total
02Style and zone filters
03Classify with AI

Creative Lab, Library · Northwind Sleep demo workspace, fictional data.

01 Mechanism

Choosing an ad separates it into the parts that actually carried the spend.

Image, copy and CTA come apart into their own layers, each traced to the trait rows beside it.

Interactive specimenDemo data from the fictional Northwind Sleep workspace. A simulation of the product, not the app.
Try another ad

Now showing Winner B, high-production video

High-production video

Built for the way you actually sleep hot

A cinematic look at the Drift blanket from stitch to shipment.

Shop now
Style
High-production video
Production zone
High production
Hook type
Curiosity
Angle
Brand film, high production
Funnel stage
Top of funnel
CTA
Shop now
Identity role
Brand Page
Pattern interrupt (estimated)
Not captured in this demo
Curiosity (estimated)
Not captured in this demo
Specific benefit (estimated)
Not captured in this demo

4.73x

ROAS, last 30 days · 9% above the account’s 4.33x

High confidence

$6,244.18 spend · 189 conversions

02 DNA

DNA: which attributes actually carried the spend.

Attribute lifts run across style, hook type, identity role, funnel stage, CTA and angle, each measured against the account's own typical rate. The strongest combination, a founder photo with a problem hook, returns 10.58x ROAS. Below the bar, DNA says so instead of guessing when a combination needs at least $100 spend and 5 conversions it does not have yet.

DNA tab, last 30 days
10.58x ROAS
Starts a draft from this DNA

Fig. 1 · Creative Lab, DNA · Northwind Sleep demo workspace, fictional data.

03 Barbell

Barbell: raw against middle against high production.

The evidenceShow

Raw executions carry 40% of spend at 5.47x ROAS and a $27.26 CPA, middle production carries 43% at 3.44x ROAS and a $42.53 CPA, and high production carries the remaining 17% at 3.92x ROAS and a $37.89 CPA. Raw runs 36% cheaper than middle production and 28% cheaper than high production, over the same period.

Spend and revenue, by zone
Raw runs at 5.47x ROAS
Raw is 36% cheaper than Middle

Fig. 2 · Creative Lab, Barbell · Northwind Sleep demo workspace, fictional data.

04 More tools

Five more tools, one ruled index.

  1. 01

    Library: every ad, classified once.

    Show

    The Library shows 51 of the workspace’s 62 ads as active. Every one already carries a heuristic classification: style, hook type, angle, CTA, funnel stage and production zone, plus three estimated scores. None has been classified by the AI model yet; a person can trigger that with one button, “Classify unclassified with AI.”

    • Graphic static
    • Raw photo
    • Founder photo
    • UGC
    • Screenshot
    • Product demo
    • Carousel
    • Before / after
    • Editorial
    • Testimonial
    • Story
    • Meme-style
    • News-style
    • High-production video
    The Creative Lab Library table: ad, style, zone and identity columns for the first classified rows.

    Fig. 3 · Creative Lab, Library · Northwind Sleep demo workspace, fictional data.

  2. 02

    Formats: performance by creative style.

    Show

    The formats below win or lose on three things: a pattern interrupt that stops the scroll, curiosity that earns the next second of attention, and a specific benefit the ad actually delivers on. Formats groups CPA and ROAS by each of the fourteen styles.

  3. 03

    Matrix: proven elements, combined into a brief.

    Show

    Matrix pools the headlines, images and CTAs already proven on the Creative Leaderboard, ranks the combinations, and turns a chosen one into a full brief. The headline “Finally, a weighted blanket that does not trap heat,” running on 5 ads at an adjusted 8.72x ROAS over the last 30 days, is the kind of proven element the pool draws from.

    Fig. 5 · Creative Lab, Matrix, pools · Northwind Sleep demo workspace, fictional data.

  4. 04

    Ideas: sixteen named ways to start, never a blank prompt.

    Show

    Each idea type is generated only from the fact sheet you filled in, and its visual is described as a literal shoot direction, never a fabricated stock-photo mood. Ideas grounds every generation in the same kind of fact sheet Story Builder uses, shown here rather than the picker’s own empty state.

    • Founder story
    • Customer transformation
    • Raw static
    • Testimonial
    • Breaking discovery
    • Educational
    • Contrarian
    • Curiosity
    • Product demo
    • Comparison
    • Myth vs. fact
    • Problem aware
    • Solution aware
    • Offer
    • Long-form story
    • Editorial
    The fact sheet form Ideas generates from: product, audience and customer problem fields, filled in for the demo workspace.

    Fig. 6 · Story Builder, fact sheet, the same shape Ideas grounds every generation in · Northwind Sleep demo workspace, fictional data.

  5. 05

    Inspiration: twenty ways an image stops the scroll.

    Show

    Ten photography techniques and ten designed ad formats, each shown with a generic example that ships with the app. Render any of them for your brand, from the facts in your own fact sheet. Nothing here claims a result.

    The Inspiration gallery’s first technique card, Bold color block, with its example image and one-line description.

    Fig. 7 · Inspiration · Northwind Sleep demo workspace, fictional data.

05 What it makes

Images grounded in your own fact sheet, never a stock mood board.

Each image below was rendered for this site from the demo brand's ad copy and fact sheet, under the same image rules the product applies. None is a real ad or a result.

A dim nighttime photo of the founder, unidentifiable and seen from behind, kneeling on a kitchen floor and tying a knot in a bead-filled panel, with two taped ‘drift’ shipping boxes stacked by the door.
Winner A, raw photo
A folded sage-green quilted blanket on a wood table, shot with shallow depth of field in a dim workshop with an open shipping box and fabric rolls softly out of focus behind it.
Winner B, high-production video (animated still)High production video
A selfie-style shot of a hand holding up a phone with its camera app open, under a dark green blanket in a dim bedroom with a lit lamp behind. The person's face is out of frame.
Winner C, UGC (animated still)
A pair of hands peels back the corner of a folded sage-green blanket tagged ‘Drift’ to reveal its internal layers: a row of glass beads sewn into channels over a plain base fabric.
Layers-explainer product demo (animated still)
A close-up stack of three fabric layers with visible gaps between them: a pale sage-green woven top layer, a sheer mesh middle layer, and a plain off-white cotton base layer.
Three-layers editorial
A flat poster-style layout on plain paper: three folded blankets in different shades, each resting on its own small pedestal block, arranged in a row with generous empty space above.
Spec-sheet graphicGraphic static

The demo ads, one per style, rendered for this site. The video-style ads play as short clips. Generated demo creative for the fictional Northwind Sleep brand; not a customer’s ad. The clips are short animations of those stills, made for the same fictional brand.

Demo workspace
Inspiration

The product's own archetype library: twenty ways an image stops the scroll.

Show
Bold color block: an example ad photograph from the product's inspiration library, illustrating the "One object, one saturated color, nothing else in the frame." technique
01Bold color blockOne object, one saturated color, nothing else in the frame.
Macro texture: an example ad photograph from the product's inspiration library, illustrating the "So close the material becomes the whole picture." technique
02Macro textureSo close the material becomes the whole picture.
The problem, shown: an example ad photograph from the product's inspiration library, illustrating the "The frustrating moment your product exists for, with the product nowhere in sight." technique
03The problem, shownThe frustrating moment your product exists for, with the product nowhere in sight.
Hands, in use: an example ad photograph from the product's inspiration library, illustrating the "A phone photo of someone actually using it." technique
04Hands, in useA phone photo of someone actually using it.
Room for the headline: an example ad photograph from the product's inspiration library, illustrating the "The product sits low and small, leaving a clean field above for your words." technique
05Room for the headlineThe product sits low and small, leaving a clean field above for your words.
Flat lay kit: an example ad photograph from the product's inspiration library, illustrating the "Everything that goes with it, laid out on a grid from above." technique
06Flat lay kitEverything that goes with it, laid out on a grid from above.
Scale contrast: an example ad photograph from the product's inspiration library, illustrating the "Something small in a vast space, or something ordinary made giant." technique
07Scale contrastSomething small in a vast space, or something ordinary made giant.
One light, dark room: an example ad photograph from the product's inspiration library, illustrating the "A single beam of light on a dark scene." technique
08One light, dark roomA single beam of light on a dark scene.
Motion, frozen: an example ad photograph from the product's inspiration library, illustrating the "A splash, a pour or a drop held still mid-air." technique
09Motion, frozenA splash, a pour or a drop held still mid-air.
Repeat pattern: an example ad photograph from the product's inspiration library, illustrating the "The product repeated until it becomes wallpaper." technique
10Repeat patternThe product repeated until it becomes wallpaper.
Us vs. them: an example ad photograph from the product's inspiration library, illustrating the "Two columns, three lines each, a frown on one side and a grin on the other." technique
11Us vs. themTwo columns, three lines each, a frown on one side and a grin on the other.
The split metaphor: an example ad photograph from the product's inspiration library, illustrating the "One object cut down the middle: the old state on one side, the new state on the other." technique
12The split metaphorOne object cut down the middle: the old state on one side, the new state on the other.
Odd one out: an example ad photograph from the product's inspiration library, illustrating the "Many identical things, and one that is different." technique
13Odd one outMany identical things, and one that is different.
Benefits Venn: an example ad photograph from the product's inspiration library, illustrating the "Two circles, two benefits, your product in the overlap." technique
14Benefits VennTwo circles, two benefits, your product in the overlap.
Feel the benefit: an example ad photograph from the product's inspiration library, illustrating the "The benefit made literal, in one impossible photo." technique
15Feel the benefitThe benefit made literal, in one impossible photo.
The mistake, in a mugshot: an example ad photograph from the product's inspiration library, illustrating the "A character holding a sign that names the mistake your audience keeps making." technique
16The mistake, in a mugshotA character holding a sign that names the mistake your audience keeps making.
Still waiting: an example ad photograph from the product's inspiration library, illustrating the "The product, waiting for the person who almost bought it." technique
17Still waitingThe product, waiting for the person who almost bought it.
Editorial illustration: an example ad photograph from the product's inspiration library, illustrating the "A witty magazine-style drawing of the situation, with a headline like an article." technique
18Editorial illustrationA witty magazine-style drawing of the situation, with a headline like an article.
Big headline, product cut-out: an example ad photograph from the product's inspiration library, illustrating the "The classic: a two-line headline with one accent word, the product on the right, a button below." technique
19Big headline, product cut-outThe classic: a two-line headline with one accent word, the product on the right, a button below.
The question: an example ad photograph from the product's inspiration library, illustrating the "A two-word question over the moment it describes, and a button that answers it." technique
20The questionA two-word question over the moment it describes, and a button that answers it.

These are the product's own inspiration library renders, not ads for Northwind Sleep or any other brand.

Start from what already won.

Connect a Meta ad account and Creative Lab classifies what you already ran, or load the Northwind Sleep demo workspace and look around first.

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