Figma Ad Template Library for In-House Channel Teams

A template library earns its keep only if somebody is allowed to delete from it. We build ad template libraries with a removal rule attached: at 30 and 90 days we pull insertion counts from Figma's library analytics, and any component the team has reached for fewer than five times comes out. What is left is small enough to hold in your head, which is the only version of a library people actually use. How it is built: String content lives in variable collections with an English mode and a French mode, so a Quebec placement is a mode switch rather than a duplicated file with its own drift. Sizes, safe areas and type ramps are variables too, so a platform changing its safe-area guidance is one edit rather than forty. Component properties cover the parts that legitimately vary: call to action, logo lockup, legal line, image slot ratio. The parts that must not vary are drawn as fixed geometry with no override exposed. Deciding which is which is most of the work, and it is a decision we make with your channel lead in the room, not from a spec sheet. Layer and frame naming maps to what your ad server and MMP expect on ingest, so batch export produces file names your ad ops team does not rename by hand. If you generate variants programmatically, we structure the file so the Figma REST API returns predictable node names, and we document them. What we refuse: We do not build a library for a team without a named owner. If nobody's job description contains this file, it will be stale in a quarter and you will have paid for a snapshot. We ask who owns it on the first call and we decline the work when the answer is that you will figure it out later. We do not template the idea. A library holds the frame, the grid, the safe areas, the typographic system and the legal furniture. The thing that makes one ad work better than another is a judgement someone makes each time, and putting it in a component is how brands end up with two hundred assets that all feel like the same forgettable ad. We do not ship a library plus a sixty-page PDF. The rules live in the file, as Dev Mode annotations and a one-page rule sheet. Documentation kept somewhere else is documentation nobody reads. Not included: Campaign asset production, motion and video, media buying and trafficking, and translation. We proof French-Canadian copy in place and will tell you when a line does not fit its frame, but the translation itself comes from your team or your language service provider. Who this is not for: If you run one platform in one format, you do not need a system. You need two well-made files and someone with taste. If your brand guidelines are still being argued about internally, a library will harden the argument into components and make it more expensive to settle. Settle it first. How we work: One creative director on the account throughout, working the way an in-house creative lead would: in your Figma, in your Slack, in the weekly channel review. We take the questions your team is currently deciding by committee and decide them, in writing, with the reasoning attached. Where we are wrong, a one-page rule sheet is cheap to change. Handover is a recorded walkthrough with your designers and a second one with ad ops, then a thirty-day window where we sit in on the first two campaigns built from the library and fix what the file got wrong. Every library gets something wrong on first contact with a real brief, and the ones that survive are the ones where that correction was planned for.