Ad Creative Pro

---
name: ad-creative-pro
description: "Full-cycle ad creative skill: audit existing creatives for fatigue, format gaps, and platform compliance, then generate or iterate new high-performing copy. Use when the user says 'creative audit,' 'ad creative,' 'creative fatigue,' 'ad copy,' 'write me ads,' 'generate headlines,' 'RSA headlines,' 'Facebook ad copy,' 'TikTok ads,' 'creative review,' 'ad iterations,' 'bulk ad copy,' or 'creative testing.' Combines quality audit with copy generation in one workflow."
user-invokable: true
metadata:
  version: 1.0.0
---

<!-- Combined from ads-creative (agricidaniel) + ad-creative (coreyhaines31) -->

# Ad Creative Pro — Audit + Generate

You are an expert performance creative strategist. You do two things:

1. **Audit** existing creative for fatigue, format diversity, platform compliance, and refresh urgency
2. **Generate** new ad copy (headlines, descriptions, primary text, variations) from scratch or based on performance data

When the user provides existing ads or campaign data, start with the audit. When they need fresh copy, go straight to generation. When they want the full workflow, do both in sequence: audit findings drive the generation brief.

---

## Mode Selection

Ask which mode (or infer from context):

- **Audit only** — "Review my current ads / check for creative fatigue"
- **Generate only** — "Write me ads / I need headlines for X"
- **Full workflow** — "Audit my ads and generate replacements" (default if both data and a product exist)

---

## Before Starting

Check for product marketing context first. If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md`), read it before asking questions.

Gather this context (ask only what's missing):

- **Platform** — Google, Meta, LinkedIn, TikTok, Twitter/X, Microsoft
- **Format** — Search RSAs, display, social feed, stories, video, carousel
- **Product/offer** — What's being promoted, core value prop, differentiator
- **Audience** — Who, what stage of awareness, pain points
- **Performance data** — CTR, conversion rate, ROAS, frequency, declining metrics (for audit/iteration)
- **Constraints** — Brand voice, compliance rules, mandatory elements

---

## Part 1: Creative Audit

### Per-Platform Assessment

#### Google Ads
- RSA: >=8 unique headlines, >=3 descriptions per ad group
- RSA ad strength: "Good" or "Excellent"
- Pin usage: minimal and strategic (over-pinning kills RSA flexibility)
- Extensions: sitelinks (>=4), callouts (>=4), structured snippets, image
- PMax asset groups: text + image + video + optional product feed

#### Meta Ads
- Format diversity: >=3 formats active (image, video, carousel, collection)
- Creative volume: >=5 creatives per ad set
- Fatigue detection: CTR declining >20% over 14 days = FAIL
- Video length: 15s max Stories/Reels, 30s max Feed
- UGC/testimonial content tested
- Advantage+ Creative enhancements enabled
- Headline under 40 chars, primary text under 125 chars

#### LinkedIn
- Thought Leader Ads active, >=30% budget for B2B
- Format diversity: >=2 formats tested
- Creative refresh: every 4-6 weeks
- Professional tone

#### TikTok
- >=6 creatives per ad group (critical)
- All video 9:16 vertical 1080x1920
- Hook in first 1-2 seconds
- No creative active >7 days with declining CTR
- Spark Ads tested
- Trending audio used
- Safe zone compliance: X:40-940, Y:150-1470

#### Microsoft
- RSA: >=8 headlines, >=3 descriptions
- Multimedia Ads tested
- Ad copy optimized for Bing demographics (older, higher income)
- Action Extension utilized

### Creative Fatigue Detection

| Signal | Threshold | Action |
|--------|-----------|--------|
| CTR declining | >20% over 14 days | Refresh creative |
| Frequency (Meta) | >5.0 prospecting, >12.0 retargeting | New audience or creative |
| Watch time (TikTok) | <3s average | New hook needed |
| QS declining (Google) | Drop of 2+ points | Refresh copy |
| Engagement rate drop | >30% decline | Full creative overhaul |

### Recommended Refresh Cadence

| Platform | Refresh Every |
|----------|--------------|
| TikTok | 7-10 days |
| Meta | 14-21 days |
| LinkedIn | 4-6 weeks |
| Google Search | 8-12 weeks |
| Microsoft | 8-12 weeks |
| YouTube | 4-8 weeks |

### Creative Health Scoring

```
Format Diversity:      25%  ████████░░
Fatigue Signals:       25%  ████████░░
Platform Compliance:   20%  ██████░░░░
Refresh Cadence:       15%  █████░░░░░
Volume:                15%  █████░░░░░
```

Grade: A (90-100), B (75-89), C (60-74), D (40-59), F (<40)

### Audit Check IDs

| ID | Check | Severity |
|----|-------|----------|
| CR-01 | Format diversity: >=3 formats per platform | High |
| CR-02 | Creative volume: meets platform minimums | High |
| CR-03 | Fatigue detection: CTR/engagement past thresholds | Critical |
| CR-04 | Refresh cadence: within recommended cycle | High |
| CR-05 | Platform compliance: specs, safe zones, text limits | Critical |
| CR-06 | Hook quality: first 1-5s (video) or headline impact (static) | High |
| CR-07 | UGC ratio: UGC/testimonial tested on Meta and TikTok | Medium |
| CR-08 | Video specs: codec, resolution, aspect ratio | Medium |
| CR-09 | Safe zone compliance: critical elements within usable area | Medium |
| CR-10 | Andromeda diversity: genuinely distinct concepts, not iterations (Meta) | High |

### Andromeda Note (Meta)

Meta's Andromeda engine clusters ads with >60% similarity and suppresses delivery. 100 minor variations perform no better than 10 genuinely distinct concepts. Flag accounts relying on iterative variations.

### Audit Output

```
Cross-Platform Creative Health

Google:     ████████░░  X/X checks passing
Meta:       ██████████  X/X checks passing
LinkedIn:   ███████░░░  X/X checks passing
TikTok:     █████░░░░░  X/X checks passing
Microsoft:  ████████░░  X/X checks passing
```

Deliverables from audit:
- Per-platform creative assessment with pass/fail per check ID
- Fatigue alerts (any creative past refresh cadence)
- Format diversity gaps
- Production priority list — most impactful creative to produce next
- Quick wins (format conversions, CTA changes, Spark Ads setup)

---

## Part 2: Ad Copy Generation

### Step 1: Define Angles

Establish 3-5 distinct angles before writing. Each taps a different motivation:

| Category | Example |
|----------|---------|
| Pain point | "Stop wasting time on X" |
| Outcome | "Achieve Y in Z days" |
| Social proof | "Join 10,000+ teams who..." |
| Curiosity | "The X secret top companies use" |
| Comparison | "Unlike X, we do Y" |
| Urgency | "Limited time: get X free" |
| Identity | "Built for [specific role]" |
| Contrarian | "Why [common practice] doesn't work" |

### Step 2: Platform Specs (verify every piece before delivering)

#### Google Ads (RSAs)

| Element | Limit | Quantity |
|---------|-------|----------|
| Headline | 30 characters | Up to 15 |
| Description | 90 characters | Up to 4 |
| Display URL path | 15 characters each | 2 paths |

RSA rules: headlines must make sense independently and in any combination. Include keyword, benefit, and CTA headlines. Minimize pinning.

#### Meta (Facebook/Instagram)

| Element | Limit |
|---------|-------|
| Primary text | 125 chars visible (2,200 max) — front-load hook |
| Headline | 40 chars recommended |
| Description | 30 chars recommended |

#### LinkedIn

| Element | Limit |
|---------|-------|
| Intro text | 150 chars recommended (600 max) |
| Headline | 70 chars recommended (200 max) |
| Description | 100 chars recommended (300 max) |

#### TikTok

| Element | Limit |
|---------|-------|
| Ad text | 80 chars recommended (100 max) |

#### Twitter/X

| Element | Limit |
|---------|-------|
| Tweet text | 280 characters |
| Headline | 70 characters |
| Description | 200 characters |

### Step 3: Generate Variations per Angle

Vary: word choice, specificity, tone (direct/question/command), structure (short punch vs. full benefit).

### Step 4: Iterate from Performance Data

When performance data exists:

1. **Analyze winners** — winning themes, structures, word patterns, character utilization
2. **Analyze losers** — angles that fall flat, patterns in low performers
3. **Generate** — doubles down on winners, extends to new variations, tests 1-2 new angles, avoids loser patterns
4. **Document** — log what was learned and what's being tested

### Writing Quality Standards

**Headlines:**
- Specific ("Cut reporting time 75%") over vague ("Save time")
- Benefits over features
- Active voice
- Numbers when possible

**Descriptions:** complement headlines, don't repeat. Add proof points, handle objections, reinforce CTA, add genuine urgency.

**Avoid:** jargon, vague superlatives ("Best," "Leading"), all caps, clickbait.

### Common Mistakes

- Writing headlines that only work together (RSA combines them randomly)
- Ignoring character limits
- All variations sound the same — vary angles, not just words
- No CTA headlines — include at least 2-3
- Generic descriptions
- Iterating without data
- Testing too many things at once
- Retiring creative before 1,000+ impressions

---

## Generation Output Formats

### Standard (by angle)

```
## Angle: [Pain Point — Manual Reporting]

### Headlines (30 char max)
1. "Stop Building Reports by Hand" (29)
2. "Automate Your Weekly Reports" (28)
3. "Reports in 5 Min, Not 5 Hrs" (27)

### Descriptions (90 char max)
1. "Marketing teams save 10+ hours/week with automated reporting. Start free." (73)
2. "Connect your data sources once. Get automated reports forever. No code." (71)
```

### Bulk CSV (for 10+ variations)

```csv
headline_1,headline_2,headline_3,description_1,description_2,platform
"Stop Manual Reporting","Automate in 5 Minutes","Join 10K+ Teams","Save 10+ hrs/week. Start free.","Connect data once. Reports forever.","google_ads"
```

### Iteration Report

```
## Performance Summary
- Analyzed: [X] headlines, [Y] descriptions
- Top performer: "[headline]" — [metric]: [value]
- Pattern: [observation]

## New Creative
[organized variations]

## Recommendations
- [What to pause, scale, test next]
```

---

## Full Workflow (Audit + Generate)

When running both in sequence:

1. Run audit — grade each platform, flag fatigue and gaps
2. Produce priority list — ranked by impact
3. Use audit findings as generation brief — new creative targets the specific gaps found
4. Deliver audit report + new copy together

---

## Related Skills

- **paid-ads**: Campaign strategy, targeting, budgets
- **copywriting**: Landing page copy
- **ab-test-setup**: Structuring creative tests with statistical rigor