ads-creative

name	ads-creative
description	Cross-platform creative quality audit covering ad copy, video, image, and format diversity across all platforms. Detects creative fatigue, evaluates platform-native compliance, and provides production priorities. Use when user says creative audit, ad creative, creative fatigue, ad copy, ad design, or creative review.
user-invokable	false

Cross-Platform Creative Quality Audit

Process

1. Collect creative assets or performance data from active platforms
2. Read ads/references/platform-specs.md for creative specifications
3. Read ads/references/benchmarks.md for CTR/engagement benchmarks
4. Read ads/references/scoring-system.md for weighted scoring algorithm
5. Validate: confirm at least one platform has creative data (assets or performance metrics) before proceeding
6. Evaluate creative quality per platform
7. Assess cross-platform creative consistency
8. Validate: verify fatigue signals reference actual performance trends, not assumptions
9. Generate production priority recommendations

Per-Platform Assessment

Google Ads Creative

• RSA: ≥8 unique headlines, ≥3 descriptions per ad group
• RSA ad strength: "Good" or "Excellent"
• Pin usage: minimal and strategic (over-pinning kills RSA flexibility)
• Extensions: sitelinks (≥4), callouts (≥4), structured snippets, image
• PMax asset groups: text + image + video + optional product feed
• YouTube: video quality, hook, subtitles (see ads-youtube sub-skill)

Meta Ads Creative

• Format diversity: ≥3 formats active (image, video, carousel, collection)
• Creative volume: ≥5 creatives per ad set
• Fatigue detection: CTR declining >20% over 14 days = FAIL
• Video length: 15s max Stories/Reels, 30s max Feed
• UGC/testimonial content tested
• Advantage+ Creative enhancements enabled
• Headline under 40 chars, primary text under 125 chars

LinkedIn Creative

• Thought Leader Ads active, ≥30% budget for B2B
• Format diversity: ≥2 formats tested (single image, carousel, video, document)
• Video ads tested
• Creative refresh: every 4-6 weeks
• Professional tone appropriate for platform

TikTok Creative

• ≥6 creatives per ad group (Critical requirement)
• All video 9:16 vertical 1080x1920 (non-negotiable)
• Native-looking content (not corporate)
• Hook in first 1-2 seconds
• No creative active >7 days with declining CTR
• Spark Ads tested (~3% CTR vs ~2% standard)
• Sound-on optimization (never silent)
• Safe zone compliance: X:40-940, Y:150-1470
• Trending audio used

Microsoft Creative

• RSA: ≥8 headlines, ≥3 descriptions
• Multimedia Ads tested (unique rich format)
• Ad copy optimized for Bing demographics (older, higher income, professional)
• Action Extension utilized (unique to Microsoft)
• Filter Link Extension tested

Creative Fatigue Detection

Signals of Fatigue

Signal	Threshold	Action
CTR declining	>20% over 14 days	Refresh creative
Frequency (Meta)	>5.0 prospecting, >12.0 retargeting	New audience or creative
Watch time declining (TikTok)	<3s average	New hook needed
QS declining (Google)	Drop of 2+ points	Refresh ad copy
Engagement rate drop	>30% decline	Full creative overhaul

Refresh Cadence by Platform

Platform	Recommended Refresh
Google Search	Every 8-12 weeks
Meta	Every 2-4 weeks
LinkedIn	Every 4-6 weeks
TikTok	Every 5-7 days (fastest fatigue)
Microsoft	Every 8-12 weeks
YouTube	Every 4-8 weeks

Format Diversity Matrix

Evaluate which formats are active per platform:

Format	Google	Meta	LinkedIn	TikTok	Microsoft
Static Image	RSA image ext	✅	✅	❌	Multimedia
Video	YouTube, PMax	✅	✅	✅ (required)	❌
Carousel	❌	✅	✅	❌	❌
Collection	❌	✅	❌	❌	❌
Document	❌	❌	✅	❌	❌
Shopping	PMax, Shopping	Catalog	❌	Shop	Shopping

Universal Creative Best Practices

Cross-Platform Safe Zone

• 900x1000px usable area works across all vertical placements
• Keep critical elements centered and within safe margins
• Test on mobile devices (75%+ of ad impressions are mobile)

Ad Copy Principles

• Lead with benefit, not feature
• Include clear CTA (what should they do next?)
• Match ad message to landing page (message match)
• Use numbers and specifics over vague claims
• Test emotional vs rational appeals

Video Production Standards

• H.264 codec, AAC audio, MP4 container
• Minimum 720p (1080p preferred)
• Subtitles/captions always (accessibility + sound-off viewing)
• Brand mention within first 5s (awareness) or at CTA (performance)

Output

Creative Quality Report

Cross-Platform Creative Health

Google:     ████████░░  X/X checks passing
Meta:       ██████████  X/X checks passing
LinkedIn:   ███████░░░  X/X checks passing
TikTok:     █████░░░░░  X/X checks passing
Microsoft:  ████████░░  X/X checks passing

Deliverables

• CREATIVE-AUDIT-REPORT.md: Per-platform creative assessment
• Fatigue alerts (any creative past refresh cadence)
• Format diversity gaps per platform
• Production priority list (most impactful creative to produce next)
• Quick Wins (format conversions, CTA changes, Spark Ads setup)