> ## Documentation Index
> Fetch the complete documentation index at: https://docs.aresdeploy.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Ad creative

> Where ad copy and images come from, the quality bar, and why nothing runs unseen.

Creative decides whether your campaign works. The same budget behind a scroll-stopping before-and-after versus a generic stock photo produces completely different costs per lead. Ares treats creative accordingly: high bar, and always your eyes on it before launch.

## The iron rule

**Nothing runs that you have not seen.** Every image and every line of copy in a launch preview is exactly what leads will see. There is no "Ares tweaked the ad after approval." Changes after approval go back through approval.

## Where creative comes from

<AccordionGroup>
  <Accordion title="Your photos (best)">
    Real photos of your crew's work outperform everything else in home services. A finished driveway you poured, a garage floor you coated. Send photos in chat or point Ares at where they live, and it builds ads around them.
  </Accordion>

  <Accordion title="Ares drafts, you approve">
    Ares writes ad copy in your business's voice and pairs it with your best available imagery. Drafts follow what demonstrably works in your trade: clear service statement, real local geography, one obvious next step. You will see the draft in full before anything runs.
  </Accordion>

  <Accordion title="Proven structures, adapted">
    Ad structures that consistently perform in a trade (the offer framing, the form questions, the call to action) get adapted to your business rather than reinvented per campaign. Adapted, not copied: your name, your area, your photos.
  </Accordion>
</AccordionGroup>

## The quality bar

Ares writes and judges creative against a simple standard:

* **Specific beats clever.** "Garage floors coated in one day in Fresno" beats wordplay every time.
* **Local signals convert.** City names in the copy, real local work in the photos.
* **One message per ad.** One service, one offer, one action. Ads that list six services convert on none of them.
* **No cringe.** No exclamation-point walls, no fake urgency, no "LIMITED TIME!!" Ares writes like a confident business, because that is who it represents.

## Iterating on creative

Creative fatigues: an ad that produced leads at a good cost for weeks will drift as the audience saturates. Ares watches per-ad performance, flags fatigue, and proposes fresh variants through the normal approval flow. Winners inform the next round; losers get retired with their lesson recorded.

You can also drive iterations yourself in chat: "draft three new angles for the patio campaign, one focused on speed, one on price protection, one on the spring season." Drafts arrive for review; nothing runs until you approve.