Creative
Creative
Creative is where most paid performance is won or lost, and it is the part that eats the most time. On paid social in particular, and on Meta above all, how much creative you can put out, how fast, and how many different angles you test have become the definitive driver of performance — more than the targeting or the bidding sitting behind them.
That is a volume problem, and volume is what breaks a human team. Maxma works on all of it: making the ads, labelling them so they can be compared, reading what the numbers say, getting the winners live, and briefing the next round from what won.
| What it covers | |
|---|---|
| Creative analytics | What is working, by creative and by attribute, across platforms |
| Creative tagging | Labelling every ad so performance can be compared like with like |
| Creative generation | Images, video, voiceover and full ad sets, from your own products |
| Competitor research | What competitors are running, and any of it rebuilt for your brand |
Pieces you combine, not screens you operate
Most creative tools hand you a screen. You press generate, wait, download the file, rename it, open the ad account, upload it, build the ad, then open a different dashboard to find out whether it worked. Each tool does one step well and leaves you to carry the work between them. The busywork is not the generating — it is the moving.
In Maxma every one of these is a capability the agent can call, so the steps join up. You describe the sequence you want in plain words and it runs the whole thing: reads the numbers, decides what to make, makes it, builds the ads, and brings you the result to approve.
Describe it once and it is a task. Put it on a recurring schedule and it becomes a workflow that does the work on its own time and brings the result to you: you review and approve before anything ships to the platforms.
Examples of creative workflows
Each of these is one instruction, not a sequence of tools you operate:
- Refresh the winners, weekly. Read last week's performance by tag, take the hooks that are winning, generate fresh variations of each from our product photos, and bring them for approval before anything goes live.
- Catch fatigue. Watch the ads that are running, and when one starts to tire, cut a new version of it and propose the swap.
- Backfill and learn, once. Tag every ad from the past year, then report which attributes actually move cost per acquisition, and which ones only looked like they did.
- Watch the competition, monthly. Check what competitors launched on Meta and TikTok, rebuild anything worth testing in our brand, and put it next to our current ads.
- Launch a product. Take the new product's photos from the store, write the copy, generate the images and video, build the ads across platforms, and hold them for my yes.
- Push your own creative live. Your team makes the assets and drops them in a Google Drive folder. Maxma reads the folder, works out which product and campaign each one belongs to, writes the copy, and builds the ads — so creative your designers finished this morning is running this afternoon, with no manual upload.
A workflow can run once, on a schedule, or whenever something happens — a new product, a new competitor ad, a drop in performance. See workflows for how they are built, and co-pilots for handing the whole loop over.
The loop
Each piece is more useful because of the others. Tagging makes analytics comparable; analytics tells generation what to make next; getting the winners live closes the gap between an asset and an ad; and the results feed the next brief.
Nothing goes live on its own unless you decide it can. Every workflow follows the permissions you set.