creative-refresh

name	creative-refresh
description	Refresh ad copy and creative assets based on performance signals and brand voice. Use when the user asks to refresh creative, propose new ad copy, A/B test creatives, update RSA assets, rotate underperformers, or visually evaluate / compare banner (image) creatives. Also use when the user asks in Japanese (クリエイティブを刷新して / 広告文の改善案がほしい / RSAアセットの入れ替え / バナーを比較評価して).
metadata	{"version":"0.10.29"}

Creative Refresh

PREREQUISITE: Read ../_mureo-shared/SKILL.md for auth, security rules, output format, and Tool Selection (Read/Write on Code, mureo_strategy_* / mureo_state_* MCP on Desktop / Cowork).

Refresh ad creatives based on strategy context and performance data across all platforms.

Prerequisites

• STRATEGY.md and STATE.json must exist (run the onboard skill first)

Steps

Before you start: Run the Diagnostic preamble from ../_mureo-shared/SKILL.md — load learning insights (mureo_learning_insights_get) and consult advisors (mureo_consult_advisor) before drawing conclusions.

1. Load context: Read STRATEGY.md (Persona, USP, Brand Voice, Data Sources) and STATE.json.

2. Discover platforms: Identify all configured ad platforms from STATE.json platforms. Also include any hosted official-MCP connector present in the session (e.g. TikTok, key tiktok_ads) — drive it via its own tools and skip mureo-only value-adds; see ../_mureo-shared/SKILL.md → Hosted-connector platforms.

3. Audit current creatives: For each ad platform:

   • Google Ads: prefer mureo native — call google_ads_ad_performance_report per campaign, plus google_ads_rsa_assets_audit (per-asset CTR/CVR ratings) and google_ads_rsa_assets_analyze (LOW/POOR detection). In BYOD mode, the Apps Script bundle does not include per-asset ratings — these tools return []; fall back to google_ads_ads_list for headline/description text and use ad_performance.report for ad-level CTR/conv only. If mureo's Google Ads tools are unavailable (e.g. MUREO_DISABLE_GOOGLE_ADS=1 after mureo providers add google-ads-official), fall back to the official google-ads-official MCP for ad-level performance and ad listing, then skip the mureo-only RSA asset audit tools (google_ads_rsa_assets_audit, google_ads_rsa_assets_analyze) and note: "per-asset LOW/POOR detection and the RSA asset audit are mureo-specific value-add features — install or re-enable via mureo setup claude-code for the full creative audit."
   • Meta Ads: prefer mureo native — call meta_ads_creatives_list, meta_ads_analysis_compare_ads, and meta_ads_analysis_suggest_creative. In BYOD mode, creative URLs / headlines / body / CTA may be present in ~/.mureo/byod/meta_ads/creatives.csv (best-effort, populated only when those columns were in the export). If mureo's Meta Ads tools are unavailable, fall back to the official meta-ads-official hosted MCP for the creative list and ad-level insights only, then skip the mureo-only analysis tools (meta_ads_analysis_compare_ads, meta_ads_analysis_suggest_creative); perform the ad-comparison and creative-suggestion logic yourself using the rules in step 6 and note to the user that mureo's automated creative-suggestion engine requires the native MCP.
   • mureo BYOD data is centralized in the workspace byod/ directory (or ~/.mureo/byod/ for legacy CLI users) and is only accessible through mureo MCP tools — do not look for raw CSVs in the project directory.
   • Identify underperforming assets (LOW/POOR ratings for search ads, low CTR/engagement for social ads).
   • Image / banner creatives: the text-and-metrics audit above does not look at the picture itself. When a creative carries an image (image_url / thumbnail_url from meta_ads_creatives_list, or a Google image/Display/PMax asset), also run the Visual creative evaluation section below to score the banner's design, not just its copy and CTR.

4. Analyze landing pages: For each campaign's final URL, analyze the landing page to extract key selling points, CTAs, and features. If GA4 is available, pull engagement metrics (time on page, scroll depth, bounce rate) to inform creative direction.

5. Organic keyword insights (if Search Console is available): Incorporate top-performing organic search queries into ad copy. Terms that drive organic clicks likely resonate with users.

6. Generate platform-appropriate creative recommendations: Using Persona pain points + USP + LP selling points + Brand Voice rules, draft:

   • Search ads: Headlines and descriptions aligned with character limits and ad format requirements
   • Social ads: Primary text, headline, description, CTA suggestions
   • Consider platform-specific best practices and format requirements

   Each creative must:

   • Address a specific Persona pain point OR highlight a USP
   • Match the Brand Voice guidelines
   • Include keywords from top-performing search terms (paid and organic)

7. Validate: Run each through the relevant platform's ad validation rules (character limits, prohibited expressions, no duplicates).

8. Present recommendations with rationale for each. Group by platform.

9. Ask for approval before creating/updating any ads.

10. Check pending observations: Before executing, check action_log for campaigns being modified. If a previous creative change is still within its observation window, warn about stacking changes.

11. Execute approved changes: Use each platform's ad creation/update tools to apply changes.

12. Record outcome context: For each campaign modified, log to action_log with metrics_at_action (current CTR, CPA, conversions, impressions, clicks) and observation_due (14 days from today).

13. Update STATE.json with notes.

Visual creative evaluation (image / banner ads)

Scores the picture itself — composition, legibility, brand fit — which the copy-and-metrics audit in step 3 does not cover. Use it to grade a single banner or to rank several competing ones before recommending a refresh.

Generating new creatives? This section scores existing banners. To create fresh ad creatives (text-free key visuals + composed banners) from a brief, use the creative-generate skill — it drives the image providers and the HTML/CSS composer, and reuses this exact 7-dimension rubric in its art-direction loop.

Applies only to creatives that have an image. A text-only search ad (Google RSA / ETA, or any ad with no image_url / thumbnail_url) has nothing to view — skip this entire section for it and evaluate it with the copy + RSA-asset ratings + performance audit from step 3 alone. Do not emit a visual score, an empty rubric, or an "image not found" finding for a text ad.

Getting the image in front of you (surface-dependent)

1. Collect each creative's image reference: image_url (or thumbnail_url for video — you evaluate the still frame only, not motion) from meta_ads_creatives_list; for Google, the image/Display/PMax asset URL. In BYOD mode use the URL column from creatives.csv when present.
2. On Claude Code (has Read/Bash): download the image to the scratch directory (curl -sL "<image_url>" -o <scratch>/creative_<id>.jpg) and Read that file — the Read tool renders the pixels so you can actually see the banner. Only fetch URLs on the ad platform's own CDN (*.fbcdn.net / *.cdninstagram.com / googleusercontent.com / gstatic.com etc.); refuse arbitrary hosts (SSRF hygiene). Delete the temp files when done.
3. On Desktop / Cowork (MCP-only, no Read/Bash): you generally cannot fetch and view an arbitrary URL yourself. Present the image_url to the operator and ask them to paste/drop the image into chat so you can see it; if they can't, do the copy/metrics audit only and tell them the pixel-level score needs the Code surface (or the future ImageContent tool). Never invent a visual score for an image you have not actually seen.

Scoring rubric

Once you can see the banner, score each dimension 1–5 (5 = excellent):

Dimension	What to judge
Legibility	Is overlaid text readable at feed/thumbnail size? Contrast, font size, not cramped.
Composition & hierarchy	Clear focal point, uncluttered, the eye lands on the offer/CTA.
Brand fit	Matches STRATEGY.md Brand Voice — palette, tone, logo usage, style.
Message clarity	Is the value prop / offer graspable in under ~2 seconds?
CTA visibility	Is there a visible, prominent call to action?
Copy/LP consistency	Does the image match the ad copy and the landing-page promise?
Policy / text density	Excessive text overlay (heavy-text creatives underdeliver on Meta), or any prohibited/misleading visual.

• Overall = the simple average, but any dimension scoring ≤ 2 is a must-fix and caps the verdict at "Needs work" regardless of the average.
• Output a per-creative table of the 7 scores + overall + the top 3 concrete fixes (specific and actionable, e.g. "increase headline contrast; the white text on a light-sky background fails legibility at feed size").

Comparison mode (2+ banners)

Score each banner with the same rubric, then produce a ranking with a one-line justification per rank. Name the winner, and for the runners-up call out the single strongest element worth borrowing into the winner. Tie the recommendation back to Persona / USP / performance data from step 3 — a visually strong banner that already has low CTR still loses.

Fold the visual verdict into the step 6 recommendations and the step 8 presentation (a low visual score is itself a reason to refresh).

IMPORTANT: Every headline/description must have a clear rationale tied to Persona, USP, or LP content. Never generate generic ad copy. Consult past action_log — if previous creative refreshes have evaluated outcomes, reference what worked.