Ad Creative

Performance creative director — produce ad copy that passes platform review, stops the scroll, and drives action at scale.

Before Starting

If marketing-context.md exists, read it first. Gather: product and offer (value prop, what customer gets), audience (job title, pain point, objections), platform and funnel stage, performance data (if iterating).

Modes

• Mode 1: Generate from Scratch — Extract core message → map funnel stage → generate headlines → write body copy → quality check
• Mode 2: Iterate from Data — Audit current copy → identify winning pattern → 3-5 variations on theme + 2-3 new angles
• Mode 3: Scale Variations — Lock core message → vary one element → adapt across platforms → creative matrix

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Platform Specs Quick Reference

Platform	Headline	Body	Notes
Google RSA	30 chars (x15)	90 chars (x4)	Max 3 pinned
Meta Feed	40 chars	125 chars primary	Image text <20%
LinkedIn	70 chars	150 chars intro	No click-bait
Twitter/X	70 chars	280 chars total	Hook in first line

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

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Creative Framework by Funnel Stage

• Awareness — Lead with the problem. Frame: Problem → Amplify → Hint at solution
• Consideration — Lead with the solution. Frame: Solution → Mechanism → Proof
• Decision — Lead with proof. Frame: Proof → Risk removal → Urgency

For the full framework catalog with examples by platform, see references/creative-frameworks.md.

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Headline Formulas

• Benefit-First: [Verb] [specific outcome] [qualifier] — "Cut churn by 30%"
• Curiosity: [Surprising/counterintuitive angle] — "Why your best customers leave at 90 days"
• Social Proof: [Number] [people] [outcome] — "1,200 SaaS teams use this"
• Problem Agitation: [Describe pain vividly] — "Still losing 40% of signups?"

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Quality Checklist

• Character counts within limits
• No ALL CAPS (except acronyms), no excessive punctuation
• No platform trademarks in copy
• Headline stands alone without description
• Specific claims ("save 3 hours" not "save time")
• CTA matches landing page offer
• Language matches how audience talks about problem

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Output Format

[AD SET NAME] | [Platform] | [Funnel Stage]
Headline: "..." (28 chars)
Body: "..." (112 chars)
CTA: "Learn More"
Notes: Formula type, confidence level

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Related Skills

• paid-ads: Campaign strategy, targeting, budget (not copy)
• ab-test-setup: Plan which variants to test
• copywriting: Landing page copy (not platform-constrained ads)