Confirm Campaign Objectives and Placements First, Not the Visuals
Facebook and Instagram ad creatives are not one-size-fits-all. Before commissioning a design, settle the following points so the designer can determine how many size variations are needed, whether multilingual versions are required, and whether static or animated formats are appropriate.
- Campaign objective: Is it to drive clicks to learn about a product, fill out a form, visit a product page, or simply build brand awareness? Different objectives call for different visual priorities.
- Placements: Facebook Feed, Instagram Feed, Stories, Reels, right column, and other placements have different aspect ratio and composition requirements. At minimum, list the placements to be covered in this campaign.
- Target regions and languages: Do you need Chinese, English, or other language versions? Are there expressions that should be avoided in certain regions?
- Campaign duration: Is this a long-term campaign or a short-term promotion? Do you need multiple variations under the same visual direction for testing?
This information does not need to be a formal brief, but it should be provided to the designer before work begins. Otherwise, you risk rework such as discovering the size is wrong after the design is done or finding that the copy and visuals conflict.
Brand and Product Materials: Keep the Visuals on Track
Ad creatives need to communicate who you are and what you sell within seconds. Organize the following materials into a folder for the designer:
- Brand basics: Logo files (vector or transparent PNG preferred), brand color values, specified fonts or font style guidelines. If you have a brand guideline document, include it.
- Product information: Product name, core selling points, specifications, and use cases. Avoid vague claims like "high quality." Instead, clearly describe the differences users can perceive compared to similar products.
- Product images or original photography: Provide original files when possible, not compressed screenshots. If models or scene images are needed, specify in advance whether existing assets are available or if a separate photo shoot must be arranged. Photography is typically not included in a design quote by default.
- Brand tone reference: Share a few examples of your brand's common expressions, or indicate whether you prefer a professional, casual, or promotional tone.
If brand materials are incomplete—for example, no unified color values or no usable high-resolution logo—this will affect the design timeline and pricing. Inform the designer in advance.
Copy and Image Assets: Who Writes, Who Selects, Who Approves
Text and images in ad creatives are part of the design, but their sources should be clarified upfront:
- Primary copy: Who provides the ad headline, body text, and call-to-action button text? If the designer is to assist with copywriting, specify this at the time of commissioning and confirm whether it is included in the quote.
- Image assets: Will you use existing product photos, purchase stock images, or arrange new photography? Stock images involve licensing scope—confirm they are cleared for commercial advertising use.
- People and scenes: If real people appear in the visuals, confirm portrait usage rights. The designer is not responsible for verifying whether authorizations are complete; the client should provide documentation of usable asset sources.
- Text length: Different placements accommodate different amounts of text. Provide copy in advance so the designer can assess whether font size and layout are feasible, rather than laying out first and cutting text later.
Sizes, Safe Zones, and Ad Formats
Facebook and Instagram placements have specific image ratio requirements, and platforms adjust them periodically. Rather than memorizing exact pixel dimensions, do two things before starting:
- Have the media buyer confirm the placements and recommended sizes from the ad platform's backend.
- List all placements to be covered and give it to the designer to produce images by ratio, rather than creating one square image and stretching it.
Safe zones are equally important. Stories and Reels placements have top and bottom edges that can be obscured by interface elements—keep key text and logos away from the edges. The designer needs to know which information must remain fully visible and which can be cropped.
If the same set of assets will run across multiple placements, prepare them as a "key visual + multi-ratio extensions" approach rather than redesigning for each placement. This keeps the visual more consistent and reduces revision costs.
Quote Components and Delivery Boundaries
Ad creative design pricing typically depends on the following variables rather than a fixed number:
- Number of sizes and versions to be delivered;
- Whether multilingual versions are needed;
- Whether copywriting or translation is included;
- Whether animated graphics or video editing are required;
- Number of revision rounds and scope of revisions;
- Whether editable source files are to be provided.
Before commissioning, clarify what the quote includes and excludes. Common exclusions include photography, video production, stock image licensing fees, multilingual translation, and platform ad operations—these typically require separate confirmation and are not included in the design fee by default.
Deliverables should also be specified in advance: Are you receiving only exported JPG/PNG files, or editable source files as well? Finished images and editable files are two different things. Whether source files are delivered, in what format, and whether font licenses are included all affect cost and future usage. If you plan to edit text or images yourself later, you must request this at the time of commissioning.
Compliance and Review Preparation
Whether an ad passes platform review depends on the content and platform rules. The designer cannot guarantee review outcomes. However, the client can prepare in advance by:
- Confirming that the ad does not contain content restricted by the platform or requiring additional explanation;
- Ensuring that any price, discount, or performance claims have supporting evidence;
- Keeping records of asset sources and authorizations for reference if needed.
Specific review standards and restrictions are subject to the platform's official guidelines and the media buyer's judgment, and are outside the scope of the design commission.
A Ready-to-Use Materials Checklist
Organize the following before commissioning to reduce back-and-forth communication:
- Campaign objectives and placement list;
- Target regions and languages;
- Logo files, brand colors, font guidelines;
- Product selling points, specifications, use cases;
- Product images or original photography (original files);
- Primary copy, headlines, button text;
- Information that must be fully visible and content that can be cropped;
- Reference styles or competitor references (for style direction only, not for copying);
- Delivery format requirements: finished images or including source files;
- Revision rounds and approver.
The more specific your materials, the easier it is for the designer to provide accurate pricing and scheduling, and the fewer revisions caused by unclear sizes, copy, or licensing. If you need to commission social media ad creative design, organize your materials according to this checklist first, then confirm the scope with your designer.
