What if you could know which of your ads will perform best — before you even put budget behind them?
That’s exactly what the Pencil Media Performance Score delivers.
While this feature isn’t new in Pencil, we’ve been doing a lot of work behind the scenes to make it smarter, faster, and more accurate — helping you make creative decisions with even greater confidence.
Here, we’ve pulled together a run-through of the latest developments to help you get the very best out of your campaigns, powered by the latest AI and predictive machine learning.
The Pencil Media Performance score is a simple, interpretable number between 0 and 100 that gives you a clear prediction of how strong your ad will be.
A score of 85 means your ad is expected to outperform 85% of all the other ads you’ve run. In other words: you get a data-backed read on which creatives are most likely to win clicks.
And this is just the start. While the first version focuses on CTR (Click-Through Rate), the Score will soon expand to cover CPC, CPM, ROAS and beyond — giving marketers a full spectrum of performance predictions to guide creative choices.
The Media Performance Score uses machine learning models trained on thousands of ads.
When brands connect their ad accounts or share historical creative data, the predictions get even sharper. That’s because the AI learns directly from your unique style, audience, and vertical.
In short: the more data you feed in, the better the predictive engine works for you.
So how accurate is it?
In large-scale testing across more than 7,000 ads, the Media Performance Score consistently showed strong predictive power:
That means you’re not just guessing which ads might work. You’re using AI to stack the odds in your favour.
The chart above compares actual ad performance (Ground Truth CTR Percentile) with the Media Performance Score’s predicted performance.
With a correlation of 70.5, the Pencil Media Performance Score shows strong alignment between AI-predicted CTR and real-world results.
The Pencil Media Performance Score isn’t just a number. It’s a creative testing shortcut that helps marketers:
It’s like giving every ad a predictive performance “health check” before launch — helping you spend smarter, move faster, and unlock more ROI.
The future of advertising is predictive. With the Pencil Media Performance Score, you don’t just test ads — you predict their success.
Veo 3.1 is now available in Pencil — introducing Google’s latest video generation model with sharper motion, stronger prompt adherence, and new tools for creative control. Explore how Reference Images and End Frame continuity work together to help creators maintain consistency, build seamless sequences, and direct cinematic-quality AI video from a single workspace.