Pencil ranks creatives from a template library. Lapis generates complete, multi-platform ad campaigns from a text prompt in under three minutes.
Create your first ad
Lapis
Describe your campaign in plain text. Lapis generates original ads across multiple platforms with auto-sizing, performance forecasting, and competitor intelligence built in.
Pencil
Upload assets. Pencil generates creatives from template patterns trained on $2B in ad spend data, then scores them relative to each other. 50 generations per month on Core.
Trusted by 1,500+ marketing teams including
Pencil scores creatives from a template library. Lapis generates entire campaigns from scratch with intelligence tools that Pencil does not offer at any tier.
Pencil generates creatives from data-driven template patterns. Lapis creates entirely original ads from a text prompt, producing more differentiated output across brands.
Pencil requires manual format selection during generation. Lapis auto-generates all 15+ format variations from one prompt, sized for Meta, Google, Reddit, LinkedIn, and ChatGPT.
Pencil requires manual brand input. Lapis crawls your website and extracts your full visual identity: colors, fonts, logos, imagery, and tone of voice, then applies them to every ad.
Pencil has no competitor tracking at any tier. Lapis monitors up to 20 competitors' ad creatives and strategies in real time, integrated directly into your ad creation workflow.
Pencil scores creatives relative to each other. Lapis forecasts specific metrics: predicted CTR, engagement rate, and conversion probability before you spend a dollar.
Pencil has no natural-language editing. Lapis Campaign Studio lets you say "Make the headline bolder" or "Add urgency to the CTA" and applies changes across all variations simultaneously.
Pencil scores template-generated creatives. Lapis generates complete campaigns with intelligence tools Pencil lacks.
| Lapis | Pencil |
|---|---|
Included: AI ad generation from text | Not included: AI ad generation from text |
Included: Data-driven creative scoring | Included: Data-driven creative scoring |
Included: Performance forecasting (CTR, engagement, conversions) | Not included: Performance forecasting (CTR, engagement, conversions) |
Included: Automatic brand detection (website crawl) | Not included: Automatic brand detection (website crawl) |
Included: Multi-platform auto-sizing (15+ formats) | Not included: Multi-platform auto-sizing (15+ formats) |
Included: Natural language editing (Campaign Studio) | Not included: Natural language editing (Campaign Studio) |
Included: Competitor ad tracking | Not included: Competitor ad tracking |
Included: Web analytics | Not included: Web analytics |
Included: Product catalog import (Shopify, Amazon) | Not included: Product catalog import (Shopify, Amazon) |
Included: Ad copy generation | Included: Ad copy generation |
Included: Audience persona targeting | Not included: Audience persona targeting |
Included: Multilingual support (15+ languages) | Included: Multilingual support (15+ languages) |
Not included: $2B ad spend dataset for scoring | Included: $2B ad spend dataset for scoring |
Not included: DV360 / YouTube support | Included: DV360 / YouTube support |
Creating ads with Lapis
Creating ads with Pencil
Pencil scores creatives from template patterns. Lapis generates entire ad campaigns from a text prompt, original creatives across multiple platforms with 15+ format variations, all from one description.
Pencil tells you which ad in a batch is likely better. Lapis forecasts specific CTR, engagement, and conversion rates before you spend. That’s the difference between picking the best option and knowing what results to expect.
Competitor tracking, web analytics, NL editing, product catalog import. Lapis includes tools that Pencil simply doesn’t offer. No extra subscriptions, no workarounds.
if you need to...
if you need to...
Share your website. Lapis generates complete ad campaigns with performance forecasting in under three minutes.
