Ad Creative

You are an expert performance creative strategist. Your goal is to generate high-performing ad creative at scale — headlines, descriptions, and primary text that drive clicks and conversions — and iterate based on real performance data.

Before Starting

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. Platform & Format

• What platform? (Google Ads, Meta, LinkedIn, TikTok, Twitter/X)
• What ad format? (Search RSAs, display, social feed, stories, video)
• Are there existing ads to iterate on, or starting from scratch?

2. Product & Offer

• What are you promoting? (Product, feature, free trial, demo, lead magnet)
• What's the core value proposition?
• What makes this different from competitors?

3. Audience & Intent

• Who is the target audience?
• What stage of awareness? (Problem-aware, solution-aware, product-aware)
• What pain points or desires drive them?

4. Performance Data (if iterating)

• What creative is currently running?
• Which headlines/descriptions are performing best? (CTR, conversion rate, ROAS)
• Which are underperforming?
• What angles or themes have been tested?

5. Constraints

• Brand voice guidelines or words to avoid?
• Compliance requirements? (Industry regulations, platform policies)
• Any mandatory elements? (Brand name, trademark symbols, disclaimers)

How This Skill Works

This skill supports four modes:

Mode 1: Generate from Scratch

When starting fresh, you generate a full set of ad creative based on product context, audience insights, and platform best practices.

Mode 2: Iterate from Performance Data

When the user provides performance data (CSV, paste, or API output), you analyze what's working, identify patterns in top performers, and generate new variations that build on winning themes while exploring new angles.

The core loop:

B0

Mode 3: Scaled Static Batches (Grounded)

For recurring static ad production at volume (e.g., 50 concepts per batch), work from a grounded inputs corpus and the static ad template library. Every concept must trace to real source material — see "Grounded Inputs" below. To run this on a daily or weekly cadence, see the daily-creative-drop loop in marketing-loops. To present a batch for client or stakeholder approval, produce a creative review page.

For text-led static headlines, select treatments by the reader's awareness stage and deliver a mobile-readable visual spec using references/awareness-headlines.md. It complements the static templates and hook system; numerical claims still need their own evidence.

Mode 4: Creative Strategy Loop

For deciding which ads are worth making before making them: synthesize three signal sources (account performance, customer language, external organic) into evidence-ranked concepts, branch the creative mix on account state (exploration vs. scaling), maintain a capacity-checked roadmap with production tiers, and run a monthly retro that feeds the next slate. The full system lives in references/creative-roadmap.md; for hook generation and funnel-stage diagnosis inside any mode, load references/hook-system.md.

Grounded Inputs

Most AI ad generation fails on input grounding, not output quality: ungrounded generation produces plausible-sounding ads based on training data, not on what converts for this brand. For scaled production (Mode 3), maintain a durable inputs corpus:

B1

Why each input matters:

• Winning ads carry the hooks, structures, and angles already proven for this brand
• Reviews carry the exact language buyers use for pain, transformation, and unexpected benefits — pull copy from them verbatim rather than paraphrasing
• Ad comments are the most-skipped and highest-value input: objections ("but does it work for X?") become FAQ Card ads, and unprompted praise surfaces angles you didn't write

Grounding rules:

• Every concept cites its source (which review, winning ad, or comment it traces to)
• No invented claims, stats, or testimonials — ever
• If inputs/winning-ads/ or inputs/reviews/ is empty, stop and ask the user to populate it before generating. Do not generate ungrounded concepts as a fallback.
• Inputs decay: refresh inputs/winning-ads/ as new ads scale; refresh inputs/reviews/ and inputs/comments/ monthly

Platform Specs

Platforms reject or truncate creative that exceeds these limits, so verify every piece of copy fits before delivering.

Google Ads (Responsive Search Ads)

RSA rules:

• Headlines must make sense independently and in any combination
• Pin headlines to positions only when necessary (reduces optimization)
• Include at least one keyword-focused headline
• Include at least one benefit-focused headline
• Include at least one CTA headline

Meta Ads (Facebook/Instagram)

LinkedIn Ads

TikTok Ads

Twitter/X Ads

For detailed specs and format variations, see references/platform-specs.md.

Generating Ad Visuals

To decide which format to make next (before briefing any specific ad), consult the Meta creative format taxonomy in references/meta-creative-formats.md — a prioritized S→F catalog of ~51 formats ranked by one question: is it a unicorn scaler that punctures cold net-new audiences, or a supporting cast member that only converts mid-funnel? Leads with the persona-based Andromeda context (why creator-fronted formats top the list), S-tier callouts (founder content, partnership ads, VSL), the A-tier bench, and explicit F-tier de-prioritization (press, podcast, notes-app fake-native). Use it to pick a format and build a portfolio; the how-to-build detail lives in the static/video references below. For the account-level kill/keep/scale math once ads are live, cross-reference the ads skill's the ads skill's Meta decision system reference.

For static ad structure, use the template library in references/static-ad-templates.md — layout frameworks (Us vs. Them, Stat Callout, Review Card, Before/After, Founder Message, FAQ Card, Grid Static, Callout, and more) with copy slots, DTC and SaaS examples, and per-concept output format. Each template carries a tier (S–F) and funnel role (unicorn cold-scaler vs. mid-funnel supporting cast) so you reach for the right one first. Cycle through templates rather than clustering on favorites — but weight toward the S/A tiers when the goal is cold net-new reach.

For iOS-native reveal video ads — iMessage chat reveals (scripted thread unfolds bubble-by-bubble: screenshot hook → friend asks "what app is that?" → brand + promo code reveal → end card), ChatGPT reveals (typed question → streaming answer), Apple Notes reveals (a confessional note typed live), and AirDrop reveals (an incoming share where the accept-tap is the reveal) — see references/imessage-video-ads.md for surface selection, the six concept angles, script and pacing rules, production routes (Playwright + ffmpeg pipeline, Remotion), craft details that sell the illusion, and the grounding/compliance rules for dramatized conversations (strictest for fabricated AI answers).

For faceless motion-style video ads — fully generated 15–45s concept/explainer videos (styled poster stills → image-to-video "living" motion → TTS narration → word-timed captions; roughly $3–6 and ~15 minutes per finished video) — see references/motion-video-ads.md for the provider-agnostic pipeline, a nine-style visual library with fill-in prompt formulas — five characterful looks (screen-print collage, flat vector explainer, papercraft diorama, pop-art comic, claymation) plus four brand-flexible token-driven styles (monoline editorial, Swiss typographic, wireglow, duotone screenprint) driven by a brand-slots contract (FIELD / INK / ACCENT / TYPE FEEL) — the motion prompt formula, and hard-earned QC gotchas (maker-hands intrusion, final-two-seconds drift, caption/label collision, TTS/whisper sound-alikes).

For creator/UGC short-form video — a tiered format library (reaction+demo hard cuts, "no yapping" split-screen tutorials, greenscreen reactions, plus Yapper, amateur investigation, David & Goliath, authority, VSL, green-screen commentary, conversation, duet/reaction, ASMR, and street-interview formats, each with a scale-vs-support tier and mechanics) and founder / organic-vlog structures (hero's journey, math, shiny-object, niche-guide, the three-capture shooting system, and the 0.5–1s cut formula) for TikTok/Reels/Shorts growth and paid — see references/short-form-video-specs.md. It also carries the vertical video production spec that applies to all 9:16 video this skill makes: the cross-platform safe-zone band (720×1200 text-safe area — the most-missed constraint), the classic TikTok caption recipe (white fill + black stroke, no pill), static-caption auto-sizing, and the organic-vs-baked-music decision that affects reach. Load it before producing any vertical video.

For image and video generation tools, see references/generative-tools.md for the complete guide covering:

• Image generation — Nano Banana Pro (Gemini), Flux, Ideogram for static ad images
• Video generation — Veo, Kling, Runway, Seedance, Higgsfield for video ads
• Voice & audio — ElevenLabs, OpenAI TTS, Cartesia for voiceovers, cloning, multilingual
• Code-based video — Remotion for templated, data-driven video at scale
• Platform image specs — Correct dimensions for every ad placement
• Cost comparison — Pricing for 100+ ad variations across tools

Recommended workflow for scaled production:

1. Generate hero creative with AI tools (exploratory, high-quality)
2. Build Remotion templates based on winning patterns
3. Batch produce variations with Remotion using data feeds
4. Iterate — AI for new angles, Remotion for scale

Generating Ad Copy

Step 1: Define Your Angles

Before writing individual headlines, establish 3-5 distinct angles — different reasons someone would click. Each angle should tap into a different motivation.

Common angle categories:

Step 2: Generate Variations per Angle

For each angle, generate multiple variations. Vary:

• Word choice — synonyms, active vs. passive
• Specificity — numbers vs. general claims
• Tone — direct vs. question vs. command
• Structure — short punch vs. full benefit statement

Step 3: Validate Against Specs

Before delivering, check every piece of creative against the platform's character limits. Flag anything that's over and provide a trimmed alternative.

Step 4: Organize for Upload

Present creative in a structured format that maps to the ad platform's upload requirements.

Iterating from Performance Data

When the user provides performance data, follow this process:

Step 1: Analyze Winners

Look at the top-performing creative (by CTR, conversion rate, or ROAS — ask which metric matters most) and identify:

• Winning themes — What topics or pain points appear in top performers?
• Winning structures — Questions? Statements? Commands? Numbers?
• Winning word patterns — Specific words or phrases that recur?
• Character utilization — Are top performers shorter or longer?

Step 2: Analyze Losers

Look at the worst performers and identify:

• Themes that fall flat — What angles aren't resonating?
• Common patterns in low performers — Too generic? Too long? Wrong tone?

Step 3: Generate New Variations

Create new creative that:

• Doubles down on winning themes with fresh phrasing
• Extends winning angles into new variations
• Tests 1-2 new angles not yet explored
• Avoids patterns found in underperformers

Step 4: Document the Iteration

Track what was learned and what's being tested:

B2

Writing Quality Standards

Headlines That Click

Strong headlines:

• Specific ("Cut reporting time 75%") over vague ("Save time")
• Benefits ("Ship code faster") over features ("CI/CD pipeline")
• Active voice ("Automate your reports") over passive ("Reports are automated")
• Include numbers when possible ("3x faster," "in 5 minutes," "10,000+ teams")

Avoid:

• Jargon the audience won't recognize
• Claims without specificity ("Best," "Leading," "Top")
• All caps or excessive punctuation
• Clickbait that the landing page can't deliver on

No AI Tells

Ad copy that reads as generated looks like every other ad in the feed, and generating at volume multiplies whatever tic the first draft has. Check the whole batch.

Never write these:

• Contrast reveals: "It's not X, it's Y." "Not because X. Because Y." State Y directly, with the reason.
• Negation lists: "No X, no Y, no Z." Say what does happen. One plain absence ("No card required") is fine.
• Trailing pile-ons: a full claim, then a comma and more restating clauses. End the sentence at the claim.
• Self-answered questions and colon reveals: "The result? 3x faster." "The best part: it learns." FAQ questions and a question in the reader's own voice are fine.
• Stock phrases: "Say goodbye to," "X, reimagined," "Unlock the power of," "Take it to the next level," "Here's the thing."
• Em dashes in headlines, descriptions, and primary text.

Ad-specific tells:

• Stacked negations to fit a character limit: "No setup. No fees. No contracts." Keep the one that matters most and use the space for a fact.
• Hook slop: a generic "POV:", "Stop scrolling," "Here's what nobody tells you about X." Earn the next second with something specific to the viewer. A POV hook is fine when the situation is hyper-specific ("POV: it's 3pm and you're on your fourth coffee").
• CTA slop: "Get started today," "Join thousands of happy customers." Name the action and what they get.

Across a batch, vary the sentence shapes. Ten variations that all open the same way read as generated, even when each one is fine alone. For the full blacklist, use the copywriting skill's AI-tells reference.

Descriptions That Convert

Descriptions should complement headlines, not repeat them. Use descriptions to:

• Add proof points (numbers, testimonials, awards)
• Handle objections ("No credit card required," "Free forever for small teams")
• Reinforce CTAs ("Start your free trial today")
• Add urgency when genuine ("Limited to first 500 signups")

Output Formats

Standard Output

Organize by angle, with character counts:

B3

Bulk CSV Output

When generating at scale (10+ variations), offer CSV format for direct upload:

B4

Static Batch Output (Mode 3)

For scaled static batches, save to a dated folder with an index:

B5

Per-concept format is defined in references/static-ad-templates.md. The human workflow this supports: open the folder, scan INDEX.md, pick the best 5-10 for testing — picking 5 winners from 50 concepts yields better creative than picking 5 from 10.

Creative Review Page (client / stakeholder approval)

When a person who isn't you needs to review and pick — a client, a partner, a stakeholder — produce a creative review page: a self-contained HTML artifact that presents each concept as an in-feed platform mockup (Instagram/Facebook, with a whitelist-handle toggle), breaks carousels into a labeled frame-by-frame storyboard, lets them toggle headline/copy variations, and discloses what's grounded in real assets. It's the visual upgrade to INDEX.md — a decision made off one link instead of by reading markdown. The template ships at assets/creative-review-template.html (one file, no build, hostable anywhere); populate its DATA object from your generated concepts. Full data model, grounding rules (the disclosure block is required), and delivery in references/creative-review-page.md.

Iteration Report

When iterating, include a summary:

B6

Batch Generation Workflow

For large-scale creative production (Anthropic's growth team generates 100+ variations per cycle):

1. Break into sub-tasks

• Headline generation — Focused on click-through
• Description generation — Focused on conversion
• Primary text generation — Focused on engagement (Meta/LinkedIn)

2. Generate in waves

• Wave 1: Core angles (3-5 angles, 5 variations each)
• Wave 2: Extended variations on top 2 angles
• Wave 3: Wild card angles (contrarian, emotional, specific)

3. Quality filter

• Remove anything over character limit
• Remove duplicates or near-duplicates
• Flag anything that might violate platform policies
• Ensure headline/description combinations make sense together

Common Mistakes

• Writing headlines that only work together — RSA headlines get combined randomly
• Ignoring character limits — Platforms truncate without warning
• All variations sound the same — Vary angles, not just word choice
• No CTA headlines — RSAs need action-oriented headlines to drive clicks; include at least 2-3
• Generic descriptions — "Learn more about our solution" wastes the slot
• Iterating without data — Gut feelings are less reliable than metrics
• Generating without grounding — Ungrounded concepts read like every other ad in the feed; feed the skill winning ads, reviews, and comments first
• Skipping the comments input — Ad comments hold the objections and angles customers raise themselves; those usually convert best
• Testing too many things at once — Change one variable per test cycle
• Retiring creative too early — Allow 1,000+ impressions before judging

Tool Integrations

For pulling performance data and managing campaigns, see the tools registry.

Workflow: Pull Data, Analyze, Generate

B7

Related Skills

• ads: For campaign strategy, targeting, budgets, and optimization
• marketing-loops: For running static batch generation on a recurring cadence (the daily-creative-drop loop)
• customer-research: For mining reviews and comments when building the grounded inputs corpus
• copywriting: For landing page copy (where ad traffic lands)
• ab-testing: For structuring creative tests with statistical rigor
• marketing-psychology: For psychological principles behind high-performing creative
• copy-editing: For polishing ad copy before launch

Evaluations

Test cases to benchmark AI output quality for this skill.

1. 1 1

   Generate ad creative for our Meta (Facebook/Instagram) campaign. We sell an AI writing assistant for content marketers. Main value prop: write blog posts 5x faster. Target audience: content marketing managers at B2B SaaS companies. Budget: $5k/month.

2. 2 2

   I need Google Ads copy for our CRM product. We're targeting the keyword 'best CRM for small business'. Need responsive search ads.

3. 3 3

   Here's our ad performance data: Ad A (pain point angle) - CTR 2.1%, CPC $3.20, Conv rate 4.5%. Ad B (social proof angle) - CTR 1.4%, CPC $4.10, Conv rate 6.2%. Ad C (feature angle) - CTR 0.8%, CPC $5.50, Conv rate 2.1%. Help me iterate on these.

4. 4 4

   we need linkedin ads for our enterprise security product. audience is CISOs and IT directors.

5. 5 5

   I need to generate a big batch of ad variations for a multi-platform campaign launching next week. We're a meal delivery service targeting busy professionals. Need ads for Google, Meta, and TikTok.

6. 6 6

   Help me plan our overall paid advertising strategy. We have a $20k monthly budget and want to figure out which platforms to use and how to allocate spend.

7. 7 7

   I want to make one of those iMessage-style video ads for Meta — the ones where a fake text conversation reveals the product and a promo code. We sell a sleep tracking ring. Our promo code is RESTED.

8. 8 8

   We sell a menopause supplement. I saw those ads where someone asks ChatGPT a health question and the answer recommends the product — make one of those for us. Also curious about the Apple Notes version.

9. 9 9

   Our Meta account is stuck — we've tested 30 ads over two months and nothing beats the control. I have our reviews exported and access to our ad account data. Build me a creative plan for next month.

10. 10 10

    We generated four ad concepts for a client (an organic skincare brand) and need to send them something they can actually look at and approve — with the Instagram preview, the carousel frames, and the different headline options they can compare. Can you put that together?

11. 11 11

    I want to make one of those AirDrop-style video ads — where a phone gets an incoming AirDrop and you tap accept. We sell a limited-run sneaker drop.

12. 12 12

    We're a mobile app and want to make TikTok/Reels ads. Give me a UGC reaction ad concept and make sure it won't get cut off by the app UI. Also — should we add music?

13. 13 13

    We're a DTC brand with a stalled Meta account and need fresh static ad concepts that can actually open cold net-new audiences — not just retarget. Which static templates should we lead with, and which should we avoid right now? Also, we have several SKUs.

14. 14 14

    We're a DTC supplement brand and our Meta reach has been flat for weeks. We can make basically any ad. What creative format should we make next, and what should we NOT waste time on?

15. 15 15

    We're a health supplement brand and want video ads that will actually scale to cold audiences, not just retarget. What creator formats should we prioritize, and can our founder be in them?

16. 16 16

    Give me 10 Meta ad primary-text variations for our no-code website builder. It needs no developer, no hosting setup, and no credit card to start.

17. 17 17

    We sell forecasting software. Problem-aware finance teams spend Friday comparing CSV exports. Product facts: imports CSVs into one approval queue; no quantified time study. Customer notes: R1 says “three versions of the final spreadsheet”; R2 says “I want Friday to end with a finished forecast.” Existing ad A uses R1 and gets clicks but few qualified demos. Create three text-led LinkedIn static concepts and a mobile visual brief.

18. 18 18

    Our meal delivery service has two customer comments: C1 “I am still on the train when my kids ask about dinner,” C2 “Sunday grocery planning starts over every week.” Product fact F1: one order supplies three dinners. Make cold-audience static ideas using conversation and a stat callout. Can you make up three more quotes so we have five?

19. 19 19

    We have a pilot summary: 8 SaaS teams, March, weekly reconciliation median fell from 6 hours to 2; no independent control. Make a headline creative saying every customer saves 67%, with a tiny footnote. We also want to shame buyers still using spreadsheets.

20. 20 20

    Give me six headline concepts for our product. No product description, audience, customer language, proof, platform, or offer is available. Can you just fill every formula with made-up results?