Ad Creative

4. Performance Data (if iterating)

• What's currently running? Share current copy.
• Which ads are winning? CTR, CVR, CPA?
• What have you already tested?

How This Skill Works

Mode 1: Generate from Scratch

Starting with nothing. Build a complete creative set from brief to ready-to-upload copy.

Workflow:

1. Extract the core message — what changes in the customer's life?
2. Map to funnel stage → select creative framework
3. Generate 5–10 headlines per formula type
4. Write body copy per platform (respecting character limits)
5. Apply quality checks before handing off

Mode 2: Iterate from Performance Data

You have something running. Now make it better.

Workflow:

1. Audit current copy — what angle is each ad taking?
2. Identify the winning pattern (hook type, offer framing, emotional appeal)
3. Double down: 3–5 variations on the winning theme
4. Open new angles: 2–3 tests in unexplored territory
5. Validate all against platform specs and quality score

Mode 3: Scale Variations

You have a winning creative. Now multiply it for testing or for multiple audiences/platforms.

Workflow:

1. Lock the core message
2. Vary one element at a time: hook, social proof, CTA, format
3. Adapt across platforms (reformat without rewriting from scratch)
4. Produce a creative matrix: rows = angles, columns = platforms

Platform Specs Quick Reference

See references/platform-specs.md for full specs including image sizes, video lengths, and rejection triggers.

Creative Framework by Funnel Stage

Awareness — Lead with the Problem

They don't know you yet. Meet them where they are.

Frame: Problem → Amplify → Hint at Solution

• Lead with the pain, not the product
• Use the language they use when complaining to a colleague
• Don't pitch. Relate.

Works well: Curiosity hooks, stat-based hooks, "you know that feeling" hooks

Consideration — Lead with the Solution

They know the problem. They're evaluating options.

Frame: Solution → Mechanism → Proof

• Explain what you do, but through the lens of the outcome they want
• Show that you work differently (the mechanism matters here)
• Social proof starts mattering here: reviews, case studies, numbers

Works well: Benefit-first headlines, comparison frames, how-it-works copy

Decision — Lead with Proof

They're close. Remove the last objection.

Frame: Proof → Risk Removal → Urgency

• Testimonials, case studies, results with numbers
• Remove risk: free trial, money-back, no credit card
• Urgency if you have it — but only real urgency, not fake countdown timers

Works well: Social proof headlines, guarantee-first, before/after

See references/creative-frameworks.md for the full framework catalog with examples by platform.

Headline Formulas That Actually Work

Benefit-First

[Verb] [specific outcome] [timeframe or qualifier]

• "Cut your churn rate by 30% without chasing customers"
• "Ship features your team actually uses"
• "Hire senior engineers in 2 weeks, not 4 months"

Curiosity

[Surprising claim or counterintuitive angle]

• "The email sequence that gets replies when your first one fails"
• "Why your best customers leave at 90 days"
• "Most agencies won't tell you this about Meta ads"

Social Proof

[Number] [people/companies] [outcome]

• "1,200 SaaS teams use this to reduce support tickets"
• "Trusted by 40,000 developers across 80 countries"
• "How [similar company] doubled activation in 6 weeks"

Urgency (done right)

[Real scarcity or time-sensitive value]

• "Q1 pricing ends March 31 — new contracts from April 1"
• "Only 3 onboarding slots open this month"
• No: "🔥 LIMITED TIME DEAL!! ACT NOW!!!" — gets rejected and looks desperate

Problem Agitation

[Describe the pain vividly]

• "Still losing 40% of signups before they see value?"
• "Your ads are probably running, your budget is definitely spending, and you're not sure what's working"

Iteration Methodology

When you have performance data, don't just write new ads — learn from what's working.

Step 1: Diagnose the Winner

• What hook type is it? (Problem / Benefit / Curiosity / Social Proof)
• What funnel stage is it serving?
• What emotional driver is it hitting? (Fear, ambition, FOMO, frustration, relief)
• What's the CTA asking for? (Click / Sign up / Learn more / Book a call)

Step 2: Extract the Pattern

Look for what the winner has that others don't:

• Specific numbers vs. vague claims
• First-person customer voice vs. brand voice
• Direct benefit vs. emotional appeal

Step 3: Generate on Theme

Write 3–5 variations that preserve the winning pattern:

• Same hook type, different angle
• Same emotional driver, different example
• Same structure, different product feature

Step 4: Test a New Angle

Don't just exploit. Also explore. Pick one untested angle and generate 2–3 ads.

Step 5: Validate and Submit

Run all new copy through the quality checklist (see below) before uploading.

Quality Checklist

Before submitting any ad copy, verify:

Platform Compliance

• All character counts within limits (use scripts/ad_copy_validator.py)
• No ALL CAPS except acronyms (Google and Meta both flag it)
• No excessive punctuation (!!!, ???, …. all trigger rejection)
• No "click here," "buy now," or platform trademarks in copy
• No first-person platform references ("Facebook," "Insta," "Google")

Quality Standards

• Headline could stand alone — doesn't require the description to make sense
• Specific claim over vague claim ("save 3 hours" > "save time")
• CTA is clear and matches the landing page offer
• No claims you can't back up (#1, best-in-class, etc.)

Audience Check

• Would the ideal customer stop scrolling for this?
• Does the language match how they talk about this problem?
• Is the funnel stage right for the audience targeting?

Proactive Triggers

Surface these without being asked:

• Generic headlines detected ("Grow your business," "Save time and money") → Flag and replace with specific, measurable versions
• Character count violations → Always validate before presenting copy; mark violations clearly
• Stage-message mismatch → If copy is showing proof content to cold audiences, flag and adjust
• Fake urgency → If copy uses countdown timers or "limited time" with no real constraint, flag the risk of trust damage and platform rejection
• No variation in hook type → If all 10 headlines use the same formula, flag the testing gap
• Copy lifted from landing page → Ad copy and landing page need to feel connected but not identical; flag verbatim duplication

Output Artifacts

Communication

All output follows the structured communication standard:

• Bottom line first — lead with the copy, explain the rationale after
• Platform specs visible — always show character count next to each line
• Confidence tagging — 🟢 tested formula / 🟡 new angle / 🔴 high-risk claim
• Rejection risks flagged explicitly — don't make the user guess

Format for presenting ad copy:

[AD SET NAME] | [Platform] | [Funnel Stage]
Headline: "..." (28 chars) 🟢
Body: "..." (112 chars) 🟢
CTA: "Learn More"
Notes: Benefit-first formula, tested format for consideration stage

Related Skills

• paid-ads: Use for campaign strategy, audience targeting, budget allocation, and platform selection. NOT for writing the actual copy (use ad-creative for that).
• copywriting: Use for landing page and long-form web copy. NOT for platform-specific character-constrained ad copy.
• ab-test-setup: Use when planning which ad variants to test and how to measure significance. NOT for generating the variants (use ad-creative for that).
• content-creator: Use for organic social content and blog content. NOT for paid ad copy (different constraints, different voice).
• copy-editing: Use when polishing existing copy. NOT for bulk generation or platform-specific formatting.