Current keyword decision-making in sponsored search advertising relies on large static datasets, limiting automatic keyword setup and failing to adapt to real-time KPI metrics and product updates essential for effective advertising. In this paper, we propose On-the-fly Keyword Generation (OKG), an LLM agent-based method that dynamically monitors KPI changes and adapts keyword generation in real-time, realizing the strategy recommended by advertising platforms. Additionally, we introduce the first publicly accessible dataset containing real keyword data with its KPIs across diverse domains, providing a valuable resource for future research. Experimental results and ablation studies demonstrate the effectiveness of OKG, showing significant improvements across various metrics and emphasizing the importance of each component. We believe OKG not only pioneers the use of LLM agents in this research field but also offers practical value for thousands of advertisers to automate keyword generation in real-world applications.

Advertising banners are critical for capturing user attention and enhancing advertising campaign effectiveness. Creating aesthetically pleasing banner designs while conveying the campaign messages is challenging due to the large search space involving multiple design elements. Additionally, advertisers need multiple sizes for different displays and various versions to target different sectors of audiences. Since design is intrinsically an iterative and subjective process, flexible editability is also in high demand for practical usage. While current models have served as assistants to human designers in various design tasks, they typically handle only segments of the creative design process or produce pixel-based outputs that limit editability. This paper introduces a training-free framework for fully automated banner ad design creation, enabling frontier multimodal large language models (MLLMs) to streamline the production of effective banners with minimal manual effort across diverse marketing contexts. We present BannerAgency, an MLLM agent system that collaborates with advertisers to understand their brand identity and banner objectives, generates matching background images, creates blueprints for foreground design elements, and renders the final creatives as editable components in Figma or SVG formats rather than static pixels. To facilitate evaluation and future research, we introduce BannerRequest400, a benchmark featuring 100 unique logos paired with 400 diverse banner requests. Through quantitative and qualitative evaluations, we demonstrate the framework’s effectiveness, emphasizing the quality of the generated banner designs, their adaptability to various banner requests, and their strong editability enabled by this component-based approach.

Keyword decision in Sponsored Search Advertising is critical to the success of ad campaigns. While LLM-based methods offer automated keyword generation, they face three major limitations: reliance on large-scale query–keyword pair data, lack of online multi-objective performance monitoring and optimization, and weak quality control in keyword selection. These issues hinder the agentic use of LLMs in fully automating keyword decisions by monitoring and reasoning over key performance indicators such as impressions, clicks, conversions, and CTA effectiveness. To overcome these challenges, we propose OMS, a keyword generation framework that is On-the-fly (requires no training data, monitors online performance, and adapts accordingly), Multi-objective (employs agentic reasoning to optimize keywords based on multiple performance metrics) and Self-reflective (agentically evaluates keyword quality). Experiments on benchmarks and real-world ad campaigns show that OMS outperforms existing methods; Ablation and human evaluations confirm the effectiveness of each component and the quality of generated keywords.

Recent generative models such as GPT‐4o have shown strong capabilities in producing high-quality images with accurate text rendering. However, commercial design tasks like advertising banners demand more than visual fidelity—they require structured layouts, precise typography, consistent branding and etc. In this paper, we introduce **MIMO (Mirror In‐the‐Model)**, an agentic refinement framework for automatic ad banner generation. MIMO combines a hierarchical multimodal agent system (MIMO‐Core) with a coordination loop (MIMO‐Loop) that explores multiple stylistic directions and iteratively improves design quality. Requiring only a simple natural language based prompt and logo image as input, MIMO automatically detects and corrects multiple types of errors during generation. Experiments show that MIMO significantly outperforms existing diffusion and LLM-based baselines in real-world banner design scenarios.