ad-creative

What this skill does

# Ad Creative

Production-grade ad creative design, iteration, and optimization across all major advertising platforms.

---

## Table of Contents

- [Keywords](#keywords)
- [Quick Start](#quick-start)
- [Core Workflows](#core-workflows)
- [Platform Specifications](#platform-specifications)
- [Creative Frameworks by Funnel Stage](#creative-frameworks-by-funnel-stage)
- [Headline Formula Library](#headline-formula-library)
- [Iteration Methodology](#iteration-methodology)
- [A/B Testing Framework](#ab-testing-framework)
- [Quality Validation](#quality-validation)
- [Best Practices](#best-practices)
- [Integration Points](#integration-points)

---

## Keywords

ad creative, ad copy, headline generation, RSA headlines, Meta ad copy, LinkedIn ads, Google Ads, Twitter/X ads, TikTok ads, creative testing, A/B testing, ad variations, bulk creative, performance creative, display ads, search ads, social ads, CTA optimization, ad compliance, character limits, creative matrix, ad iteration, conversion copy, platform-specific ads

---

## Quick Start

### Generate Ad Copy from Scratch

1. Define product, audience, and funnel stage
2. Select platform and ad format from the specs table
3. Choose creative framework matching funnel stage
4. Generate 8-15 headline variations using formula library
5. Write body copy per platform character limits
6. Run quality validation checklist before submission

### Iterate on Existing Ads

1. Collect performance data (CTR, CVR, CPA) for current ads
2. Diagnose winning pattern: hook type, emotional driver, CTA style
3. Generate 3-5 on-theme variations preserving the winning pattern
4. Generate 2-3 new angle tests for exploration
5. Validate all copy against platform compliance rules

---

## Core Workflows

### Workflow 1: Full Creative Set Generation

**Step 1: Define the Creative Brief**

Document before writing any copy:

```markdown
## Creative Brief
- Product/Offer: [Specific product, feature, or lead magnet]
- Value Proposition: [One sentence — what changes in the customer's life]
- Target Audience: [Job title, pain point, awareness level]
- Platform(s): [Google / Meta / LinkedIn / Twitter/X / TikTok]
- Funnel Stage: [Awareness / Consideration / Decision]
- Existing Creative: [Yes/No — if yes, attach performance data]
- Budget Context: [Daily/monthly spend, CPA targets]
```

**Step 2: Generate Headlines by Formula Type**

Produce minimum 10 headlines, distributed across formula categories:
- 3 benefit-first headlines
- 2 curiosity headlines
- 2 social proof headlines
- 2 problem agitation headlines
- 1 urgency headline (only if genuine scarcity exists)

**Step 3: Write Platform-Specific Body Copy**

For each platform, write 2-3 body copy variations:
- Respect character limits exactly
- Match tone to platform norms
- Include CTA aligned with landing page offer

**Step 4: Assemble Ad Sets**

Organize into testable ad sets:

```
[AD SET: Benefit-First] | [Platform] | [Funnel Stage]
  Headline A: "..." (28/30 chars)
  Headline B: "..." (26/30 chars)
  Body: "..." (87/90 chars)
  CTA: "Start Free Trial"
```

**Step 5: Validate and Submit**

Run every ad through the quality checklist before upload.

### Workflow 2: Performance-Based Iteration

**Step 1: Audit Current Creative**

For each running ad, classify:
- Hook type: Problem / Benefit / Curiosity / Social Proof / Urgency
- Emotional driver: Fear / Ambition / FOMO / Frustration / Relief
- CTA type: Click / Sign up / Learn more / Book / Download
- Performance tier: Winner / Average / Underperformer

**Step 2: Extract the Winning Pattern**

Identify what the top performers share:
- Specific numbers vs. vague claims
- Customer voice vs. brand voice
- Direct benefit vs. emotional appeal
- Short vs. long format

**Step 3: Generate Variations**

- 3-5 on-theme variations (same hook type, different angle)
- 2-3 exploration variations (new hook type, untested territory)

**Step 4: Build a Creative Testing Matrix**

| Angle | Google | Meta | LinkedIn |
|-------|--------|------|----------|
| Benefit-first | [copy] | [copy] | [copy] |
| Social proof | [copy] | [copy] | [copy] |
| Problem agitation | [copy] | [copy] | [copy] |

### Workflow 3: Cross-Platform Adaptation

**Step 1: Lock the Core Message**

Define the single transferable message that works across all platforms.

**Step 2: Adapt Per Platform**

Reformat (not rewrite from scratch):
- Adjust character count to platform specs
- Modify tone (LinkedIn = professional, TikTok = casual, Google = direct)
- Change CTA style to match platform conventions
- Adjust visual/copy balance per platform norms

---

## Platform Specifications

### Character Limits Reference

| Platform | Format | Headline Limit | Body/Description Limit | Key Constraints |
|----------|--------|---------------|------------------------|-----------------|
| Google RSA | Search | 30 chars x 15 | 90 chars x 4 descriptions | Max 3 pinned positions |
| Google Display | Display | 30 chars x 5 short, 90 chars x 1 long | 90 chars x 5 | Requires 5+ images |
| Google Performance Max | Multi | 30 chars x 5 short, 90 chars x 5 long | 90 chars x 5 | Auto-placement |
| Meta Feed | Image/Video | 40 chars headline | 125 chars primary text (recommended) | Image text < 20% |
| Meta Stories | Vertical | 40 chars | 125 chars | 9:16 aspect ratio |
| LinkedIn Sponsored | Content | 70 chars headline | 150 chars intro text | No clickbait policies |
| LinkedIn Message | InMail | 60 chars subject | 1,500 chars body | Personalization required |
| Twitter/X | Promoted | 70 chars headline | 280 chars total | No deceptive tactics |
| TikTok In-Feed | Video | No text overlay limit | 80-100 chars caption | Hook in first 2-3 seconds |
| TikTok Spark | Native | Varies | 100 chars | Must use creator content |

### Platform-Specific Rejection Triggers

**Google Ads:**
- ALL CAPS (except acronyms like SaaS, API)
- Excessive punctuation (!!!, ???, ....)
- Misleading claims ("guaranteed #1 ranking")
- Trademarked competitor names in headlines
- Gimmicky formatting (s.p.a.c.e.d letters)

**Meta Ads:**
- Image text exceeding 20% of image area
- Before/after body transformation images
- Personal attributes assumptions ("Are you overweight?")
- Fake UI elements (play buttons, notifications)
- Sensationalized content

**LinkedIn Ads:**
- Clickbait headlines
- Misleading claims about job opportunities
- Profanity or inappropriate language
- Targeting by sensitive categories

---

## Creative Frameworks by Funnel Stage

### Awareness Stage: Lead with the Problem

The audience does not know you. Meet them where they are.

**Framework: Problem > Amplify > Hint**

```
Hook: [State the problem in their language]
Amplify: [Show the cost of inaction]
Hint: [Tease that a solution exists — don't pitch yet]
```

**What works at awareness:**
- Curiosity hooks that create an open loop
- Statistic-led hooks with surprising data
- "You know that feeling when..." relatable hooks
- Questions that make them stop scrolling

**What fails at awareness:**
- Product pitches to cold audiences
- Feature lists nobody asked for
- Brand-centric messaging ("We're the leading...")

### Consideration Stage: Lead with the Solution

They know the problem. They are evaluating options.

**Framework: Solution > Mechanism > Proof**

```
Hook: [Name the outcome they want]
Mechanism: [Explain how you deliver it differently]
Proof: [Show evidence it works]
```

**What works at consideration:**
- Benefit-first headlines with specificity
- Comparison frames ("Unlike X, we do Y")
- How-it-works explanations in 3 steps
- Case study references with real numbers

### Decision Stage: Lead with Proof

They are close. Remove the last objection.

**Framework: Proof > Risk Removal > Action**

```
Hook: [Testimonial, case study, or result with numbers]
Risk Removal: [Free trial, money-back, no credit card]
Action: [Specific, clear CTA]
```

**What works at decision:**
- Social proof headlines with specific metrics
- Guarantee-first positioning
- Before/afte