Mkt Ad Creative

---
name: mkt-ad-creative
description: Ad creative strategy — angles, hooks, formats, iteration matrix for paid ads at scale. Use when user says "ad creative", "ad copy ideas", "_hooks", "creative testing". Campaign structure/bidding is mkt-google-ads or mkt-meta-ads.
license: MIT
metadata:
  source: "coreyhaines31/marketingskills (MIT)"
  category: marketing
---

# Ad Creative — Ad Design

**Creative is not "ideas" — it is a matrix of angle × format × hook.** Filling the matrix instead of generating at random is what makes tests compound.

## 3-Axis Matrix

1. **Angle (the problem the message sells)**
   - Pain awareness / solution / social proof / comparison (competitor or status quo) / myth-busting / news
   - For B2B, pain awareness + comparison; for B2C, social proof + myth-busting tend to win statistically — but your own data is the baseline
2. **Format** — UGC (phone selfie) / text overlay / product demo / meme / long-form storytelling. On a low budget start with UGC: it converts better than polished pro-tone ads and has a shorter production cycle
3. **Hook (first 3 seconds)** — result up front ("X in 3 days"), a reversal question, a visual stop (motion freeze, extreme close-up). Scroll-drop happens around 1.7s — no hook and nothing else gets read

## Production & Operating Rules

- Copy structure: hook (3s) → problem empathy → mechanism (why it works) → proof → CTA. State risks like shipping cost or pricing terms mid-copy to prevent post-click drop-off
- Default unit is 1 derived variant per creative (hook swapped only). Log hooks that beat the original by 20%+ CTR and treat them as assets
- Attach a **hypothesis tag** to each creative (e.g. pain-ugc-v2) — you must connect performance to angle to reuse it next quarter
- Every 2 weeks, curate the top 20% of creatives into a benchmark swipe file

## Output

```
# Ad Creative Plan — {product/period}
## Matrix (angle × format × priority, gaps to fill called out)
## 5 creative briefs (hook line, script skeleton, tags)
## Hook derivation rule (body fixed, hooks A/B only)
## Swipe file format (with performance evidence)
```