Ad Creative

What This Skill Does

This skill helps generate effective ad copy for various platforms. It guides the user through gathering necessary context about the product, audience, and platform. It's designed for performance marketers and creative directors who want to create high-converting ads at scale.

When to Use

Generating ad copy for a new product launch. Iterating on existing ad copy based on performance data. Creating ad variations for A/B testing. Adapting ad copy for different platforms (Google, Meta, etc.). Writing compelling headlines and body copy. Ensuring ad copy aligns with the target audience's needs.

Key Features

• Generates ad copy from scratch or iterates on existing copy.
• Extracts the core message and maps it to the funnel stage.
• Provides creative frameworks for different funnel stages.
• Applies quality checks to ensure compliance and effectiveness.
• Audits current copy to identify winning patterns.
• Adapts to different platforms and character limits.

Manual Installation

Manual installation## Before Starting

Check for context first: If marketing-context.md exists, read it before asking questions. Use that context and only ask for information not already covered.

Gather this context (ask if not provided):

1. Product & Offer

What are you advertising? Be specific — product, feature, free trial, lead magnet? What's the core value prop in one sentence? What does the customer get and how fast?

2. Audience

Who are you writing for? Job title, pain point, moment in their day What do they already believe? What objections will they have?

3. Platform & Stage

Which platform(s)? (Google, Meta, Linked In, Twitter/X, Tik Tok) Funnel stage? (Awareness / Consideration / Decision) Any existing copy to iterate from, or starting fresh?

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

Mode 2: Iterate from Performance Data

• You have something running.
• Now make it better.

Workflow: Audit current copy — what angle is each ad taking? Identify the winning pattern (hook type, offer framing, emotional appeal) Double down: 3–5 variations on the winning theme Open new angles: 2–3 tests in unexplored territory 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: Lock the core message Vary one element at a time: hook, social proof, CTA, format Adapt across platforms (reformat without rewriting from scratch) 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 Saa S 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 ("F