If you're running Facebook ads, you've probably noticed that just changing a headline or tweaking a color isn't enough anymore. You need more variety. Different angles, different messages, and ads that speak to different types of customers.

That's exactly what this (massive) update delivers.

What's New?

We’ve completely rebuilt our ad generation engine to give you more control and more creative diversity. This means:

• New logic for how your ads are generated

• Completely new controls in Advanced Mode

• A more flexible, modular system that lets us move faster with future updates

The result? You now have:

• More diversity in your ad batches

• More control over audiences, messages, visuals, and tone

Take a look at this video for the full walkthrough:

How the New Ad Engine Works

You have two ways to generate ads:

• Simple Mode is perfect when you want to generate ads quickly without customizing every detail. Just choose how many ads you want, and we’ll do the rest.

• Advanced Mode gives you full creative control. You can choose exactly which audiences, customer problems, desires, awareness levels, and ad styles to include in your batch.

You’ll notice the biggest difference is on the “Advance Mode”. For example:

• You can now create ads to multiple target audiences in one go. For example, let’s say you select 2 target audiences and are planning to create 20 ads, you’ll then get ± 10 ads optimized for each target audience.

• You can set the campaign objective.

• You can choose which ad styles to use.

• You can choose one or multiple aspect ratios. When you select multiple aspect ratios, these will randomly be used (e.g. 5 square + 5 story ads).

On top of that, you also have many optional settings as well:

• Visual Style
  Lock in the look and feel of the visuals used in your ads.

• Customer Desires
  Highlight the specific outcomes your audience wants most.

• Customer Problems
  Focus the messaging on pain points that matter to your audience.

• Awareness Level
  Tailor ads to where your audience is in their journey (Unaware → Deal Ready).

• Problem Intensity
  Adjust how strongly the pain point is agitated in your messaging.

• Primary Objection
  Address a key objection that might stop someone from buying.

• Hook Style
  Control how each ad starts—choose from multiple opening angles.

• CTA Approach
  Choose how you frame your call to action to drive more clicks.

• Tone & Voice
  Set the personality of the ad (e.g., bold, friendly, professional).

• Copy Length
  Decide how long each variation should be—short, medium, long.

• Formatting Style
  Structure how your message is laid out (e.g., paragraph, bullet list).

• Ad Variety Level
  Control how different your ads feel from one another in a batch.

• Custom Instructions
  Add any extra notes or rules you want the AI to follow.

One-Time Project Upgrade

If you've already created projects in Winning Ads, you’ll see an “Upgrade Required” label on your existing ones. That just means we need to prep your project for this new engine.

Click “Upgrade,” wait a minute or two, and you're good to go.

No settings will change, and your old ads won’t be affected.

You only need to do this once per project. If you have multiple, you can upgrade them all in one go.

This update gives you the power to create better, more relevant ads - and a lot more flexibility in how you do it.

As always, your feedback shapes what comes next. So go give it a try, and let us know how we can keep improving!