ad-creative

name	ad-creative
description	When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform.
allowed-tools	Read, Write, WebSearch, WebFetch, AskUserQuestion
model	sonnet

Ad Creative

Expert knowledge for writing, iterating, and scaling ad creative that drives clicks, conversions, and ROAS across paid advertising platforms.

Core Principle

Ad creative is a headline delivery machine. The job of every element is to earn the next read. Hook → Interest → Desire → Action.

Hook Formulas (First 3 Seconds)

The hook determines whether anyone reads the rest. Spend 50% of creative effort here.

Problem-first hooks:

• "Still [painful problem]?"
• "Why does [undesired outcome] keep happening?"
• "[Number] mistakes [ICP] make with [topic]"

Outcome-first hooks:

• "[Specific result] in [specific timeframe] — no [common objection]"
• "How [company/person like them] got [result] without [sacrifice]"
• "The [adjective] way to [desirable outcome]"

Curiosity hooks:

• "Nobody talks about this, but [insight]"
• "The real reason [ICP] can't [achieve goal]"
• "[Counterintuitive claim] (here's why)"

Social proof hooks:

• "[Number] [ICP] switched to [product] this month"
• "[Customer name] went from [before] to [after] using [product]"
• "We helped [company type] reduce [metric] by [%]"

Headline Structures by Platform

Meta (Facebook/Instagram)

• Character limits: Headline 40 chars, Primary text 125 chars visible, Description 30 chars
• Best structures: Benefit-first ("Cut reporting time by 80%"), Question ("Ready to stop guessing?"), Proof ("Join 10,000+ teams who...")
• Primary text: Lead with the hook, build desire in middle, end with CTA
• Format tip: Short primary text (2-3 sentences) often beats long-form for cold audiences

Google Search Ads

• Character limits: 3 headlines × 30 chars, 2 descriptions × 90 chars
• Best structures: Include keyword in headline 1, benefit in headline 2, CTA in headline 3
• Description: Expand the benefit, add proof point, reinforce CTA
• Match intent: Search intent is explicit — mirror the user's language back

LinkedIn

• Character limits: Headline 70 chars, Description 100 chars, Body 600 chars
• Audience: Professional context — lead with business outcome and credibility
• Best structures: "[Job title] at [company type]: [specific outcome]"
• Tone: More formal than Meta; specificity signals expertise

TikTok / Video Platforms

• Hook: First 1-2 seconds must stop the scroll — text overlay + visual motion
• Formats: Talking head, product demo, UGC-style, before/after, list/tutorial
• Best structures: "POV: You finally [outcome]," "Things I wish I knew before [topic]"
• Length: 15-30 seconds for prospecting; 30-60 for warm audiences

Creative Testing Matrix

Never test random variants. Build a structured testing matrix:

Dimension	Variants to Test
Hook style	Problem-first vs outcome-first vs social proof
Offer framing	Free trial vs demo vs case study vs pricing
Audience angle	Pain-focused vs aspiration-focused
Format	Static vs video vs carousel
CTA	"Start free" vs "See how it works" vs "Get a demo"

Test one dimension at a time. A/B test hook styles before testing formats.

UGC-Style Creative

User-generated content style (even when produced professionally) typically outperforms polished creative for cold audiences because it feels authentic.

UGC formula:

1. "I've been using [product] for [timeframe] and here's what happened..."
2. [Specific before state — make it painful and relatable]
3. [Specific turning point — the product feature that changed things]
4. [Specific result with numbers]
5. "If you're [ICP with problem], this is worth trying."

UGC production tips:

• Phone-recorded video > studio video for UGC feel
• Direct eye contact with camera
• Natural speech with small hesitations
• Specific numbers beat vague claims ("saved 3 hours/week" not "saves time")

Social Proof Ad Formats

Format	Use When
Testimonial quote card	You have strong written reviews
Customer logo bar	You have recognizable brands as customers
Review rating (stars)	You have high review volume on G2/Capterra
Before/after story	Transformation is visual or numeric
Case study snippet	You have a compelling ROI story

Always get permission before using customer names, logos, or quotes in ads.

Creative Fatigue Detection

Creative fatigue happens when the same audience has seen your ad too many times. Signals:

• CTR declining week-over-week (>20% drop over 2 weeks)
• Cost per click rising without budget changes
• Frequency > 3-4 for prospecting audiences

Response to fatigue:

1. New hook (same offer, different opening)
2. New format (static → video or vice versa)
3. New angle (switch from pain to aspiration)
4. New audience segment (fresh eyes reset fatigue)

Do NOT raise budget to fight fatigue — it accelerates the problem.

Creative Brief Template

Before writing, gather:

• Product: What does it do?
• ICP: Who is this ad for? Be specific (job title, company size, pain state)
• One job: What should this ad make them do? (click, sign up, request demo)
• Key benefit: One sentence: "[Product] helps [ICP] [achieve outcome] without [sacrifice]"
• Proof point: One specific, credible data point
• Objection to handle: What's the one reason they won't click?
• Platform: Where will this run?
• Stage: Cold/warm/retargeting?

Platform-Specific Requirements

Platform	Key Requirement
Meta	20% text rule relaxed but heavy text still reduces reach; square/vertical formats preferred
Google Display	Multiple sizes required; focus on visual hierarchy
LinkedIn	Professional imagery; no casual stock photos
TikTok	Vertical 9:16 only; native-feel content wins
YouTube	Skip button at 5 seconds — hook must work without sound

Copy Editing Checklist for Ads

• Does the headline make a specific promise?
• Is the benefit stated in customer language, not product language?
• Does the CTA tell them exactly what happens next?
• Is there one clear message (not three competing claims)?
• Does it pass the "so what?" test for the ICP?
• Is any claim unsubstantiated? Remove it or add proof.

Common Rationalizations

Rationalization	Reality
"Let's show multiple benefits in the headline"	One promise beats three promises. The brain discards overwhelm.
"Our ads need to look polished and professional"	UGC-style raw content consistently outperforms polished creative for cold prospecting.
"This creative is working, let's keep running it"	All creative fatigues. Proactively retire and replace before metrics drop.
"We'll test 10 variants at once"	Without a testing matrix, you can't isolate what's driving results. Test one dimension at a time.
"The product features are the message"	Features are proof. Benefits are the message. Customers buy outcomes, not specs.

Verification

• Creative brief completed before writing begins
• Hook tested against at least 2 formulas before selecting one
• Platform character limits confirmed and respected
• Testing matrix defined (what dimension are we testing?)
• Proof point is specific and credible (not "customers love us")
• CTA is explicit about what happens on click
• Creative fatigue check cadence defined (weekly review)