How many to make, and keeping them different

The Variants ruler

The Variants control, labelled Concepts under the hood, runs from 1 to 100 and starts at 8. The number is simply how many distinct ads you want back from this one brief. Leave it at 8 unless you have a reason to go higher or lower.

Every concept is its own render

This is the part to understand before you push the number up: each concept is a separate billed render. A batch of 20 is 20 renders and 20 charges, not one. The count is the single biggest lever on what a run costs, so treat it like ordering plates at a restaurant rather than a volume dial, every one is a real charge. The Credits and Billing chapter covers how a single render is priced.

A batch is not one ad repeated

When you leave styles, hooks, and tone unpinned, the engine gives each concept its own style, hook, tone, and scene. It also checks every headline against the rest of the batch, and if two concepts drift toward the same line, one gets rewritten. The result is a set that argues different things rather than eight near-copies. Pin a style or lock in one fixed headline and you are trading that variety for consistency, which is a fair choice when you mean it.

Watching the run

A batch dispatches as a run and the tiles fill in as each concept finishes. You do not have to sit on the page; the creatives land in the Library as they complete. The Runs reference explains how to read a run that is still going or one that partly failed.