Two capabilities that users have been requesting since our early access period are now live for all Thea accounts: the Ad Copy Engine and the URL Repurposer. Here is what each one does, how to use it, and what to expect.
Ad Copy Engine
Every concept in Thea can now generate platform-specific ad copy alongside the organic content formats. The Ad Copy Engine covers three platforms: Google Ads, Meta (Facebook and Instagram), and LinkedIn Ads.
Google Ads
The engine generates responsive search ad components for each concept: up to five headline variants (maximum 30 characters each) and up to three description variants (maximum 90 characters each). Each headline and description is written to be combined in any order by Google's responsive ad system, so they all need to work independently and together.
The copy is generated from the concept's core argument and the brand's positioning. Headlines lead with benefits or specific claims. Descriptions expand the proof point or add the CTA. You get multiple variants because Google's responsive system rewards variety — more unique headlines and descriptions give the algorithm more to test.
To use it: open any approved concept, select "Generate Ads," and choose Google Ads. The output lands in the Ad Copy section of the concept. From there you can edit, approve, or add to your ad production queue.
Meta Ads
For Meta placements, the engine generates three components: primary text (up to 125 characters for feed placement), a headline (up to 40 characters), and a link description (up to 30 characters). Multiple variants are generated for each component.
Meta ad copy is written for the interruption context — the user was not looking for your ad, so the primary text hook needs to earn attention in a fraction of a second. The engine applies different hooks to different variants: curiosity-based, problem-based, benefit-based, and social proof-based. This gives you options to test without requiring you to write each variant from scratch.
The brand voice and pillar constraints from your brand profile apply to all ad copy. If your brand never uses price comparisons in content, the ad copy will not use them either. If your brand always references Indian conditions or cities, the ad copy will reflect that.
LinkedIn Ads
LinkedIn ad copy is generated in the Sponsored Content format: introductory text (up to 150 characters), headline (up to 70 characters), and a CTA. The register shifts automatically for LinkedIn — more professional, more direct, less conversational than Meta copy.
For B2B brands or brands with a professional audience segment, LinkedIn ad copy from a single concept can run simultaneously with Instagram organic content. The concept is the same. The execution is calibrated to the platform.
URL Repurposer
The URL Repurposer solves a specific and common problem: you have existing content — a blog post, a product page, a press mention, a competitor article — and you want to turn it into platform-ready social content quickly.
Paste any URL into the Repurposer. Thea fetches the page, extracts the core ideas, and generates a full set of content formats from it: Instagram carousel, caption, reel script, LinkedIn post, and newsletter section. The content is rewritten through your brand's voice profile — not copied from the source.
How to use it
Navigate to "New Concept" and select "Repurpose from URL" instead of entering an idea manually. Paste the URL. Thea processes the page — typically 15–30 seconds — and presents a concept summary for your review before generating content. You can edit the summary (the angle, the key claim, the target audience) before proceeding to generation.
This review step is intentional. A URL might contain multiple ideas. The summary lets you confirm which idea Thea focused on and redirect it if needed. Once the summary is approved, generation works exactly like any other concept.
What it works best for
Your own blog and long-form content is the primary use case. If you have published a 1,200-word article on your website, the Repurposer can extract the core argument and generate a carousel version, a caption, and a reel script in under two minutes. Content that took hours to write generates its social distribution in minutes.
Industry news and reports are another strong use case. If a new study comes out that is relevant to your audience, paste the URL, let Thea extract the key finding, and generate your brand's take on it. Your perspective goes on top of the source material — Thea does not reproduce the source verbatim.
Product pages work particularly well for brands with complex products. The Repurposer extracts features and specifications and translates them into benefit-forward social content — the kind of translation that product pages rarely do on their own.
Availability and next steps
Both features are available on all paid Thea plans starting today. Free trial accounts get five Ad Copy Engine runs and five URL Repurposer runs during the trial period.
We are actively developing the next version of the Ad Copy Engine, which will include audience segment variants — the same concept, with ad copy calibrated for different demographic segments simultaneously. That update is expected in the next four to six weeks.
If you run into any issues with either feature, the fastest path to resolution is through the in-app support chat. We are responding to all queries within two business hours during India business hours (9am–7pm IST, Monday through Saturday).