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

# Step 3 — Ads & creatives

> Choose creatives, set delivery identity, and configure tracking.

The third step sets one global ad configuration that's applied across every ad set. Title: **Ads**.

## Ad name

Build an ad naming template from presets (**Basic** or **Advanced**) and tokens like Headline, Primary text, CTA, Creative type, Landing page, Campaign name, Ad set name, Creative template name, and Media file name. A live preview shows the result.

## Identity

* **Facebook Page** — required for every ad; pre-filled from your brand's launch defaults.
* **Instagram account** — optional. If none is selected, Meta uses the Facebook Page identity on Instagram placements.

## Creatives

Add creative in three ways:

* **Upload creatives** — drag in images or videos; each becomes a draft ad across your ad sets.
* **Select creative template** — apply a reusable [creative template](/campaigns/templates).
* **New creative template** — build one from your media library or fresh uploads with multiple text variants.

Existing seeded ads appear as editable **control** and **challenger** rows. Open one to edit its name, ad set, primary text, headline, CTA, description, and destination URL.

Creative templates support single media or carousel, media from your library or new uploads, and multiple variants of primary text, headline, description, CTA, and destination URL — with a live preview rendered using your selected identity.

## Tracking

* **Website event** — the conversion event your ads are meant to drive (standard events plus custom conversions).
* **URL parameters** — paste a query string or use the builder for UTM fields, Meta dynamic tokens (like `{{campaign.name}}`), and preset templates. A live preview shows the final parameters. See [Naming & tokens](/campaigns/naming-tokens).

## Control and challenger ads

When you seed a draft from winners, the first seed becomes the **control** ad and the rest become **challengers**. This control-plus-challenger pattern is the default way AdLoft structures a test from a single winner.

Once your ads are valid, continue to [Review & publish](/campaigns/review-publish).