One filled template is one ad. An ad group running three ads means three filled templates, each named per the ad naming conventions and filed in the copy drive. Templates that carry a variant block also mark which of them is the control.
Meta
TikTok
Organic social
One template covers every organic platform, because the fields are the same and only the limits change. It carries the caption, hashtag, and alt text ceilings per platform, the truncation point that matters more than the ceiling, and which link placements are actually clickable where.
Website and landing pages
The block library is the web equivalent of a copy template: it holds the field structure per block (hero headline, subhead, button, section headings) and the length guidance for each. It is one document rather than two because the blocks already define the fields, and a second list of them would be a second thing to keep in step.
Web lengths are house guidance rather than platform limits, since no page truncates a headline at a fixed count. What constrains them is the type scale in visual identity and how the line wraps on a small screen.
Where character limits live
Limits sit in the template for the format, and nowhere else. A second copy in a brief or a checklist is one more place for a number to go stale when a platform changes a field. For web, the block library is that template. The same rule applies to creative dimensions, which live in image and video specs and the per-platform spec pages rather than in these templates. A copy template covers words; a spec page covers files.Related resources
- Copy brief The workbook every template is filled from.
- Copywriting process How a brief becomes filled templates.
- Copy brief library Where finished briefs are filed.
- Copy drive Where filled templates are filed.
- Ad naming conventions How each filled template gets its ad name.
- Image and video specs The equivalent index for creative dimensions.