ads-creative

SKILL.md

Cross-Platform Creative Quality Audit

Process

Collect creative assets or performance data from active platforms

Read ads/references/platform-specs.md for creative specifications

Read ads/references/benchmarks.md for CTR/engagement benchmarks

Read ads/references/scoring-system.md for weighted scoring algorithm

Validate: confirm at least one platform has creative data (assets or performance metrics) before proceeding

Evaluate creative quality per platform

Assess cross-platform creative consistency

Validate: verify fatigue signals reference actual performance trends, not assumptions

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

TikTok
Every 7-10 days (fastest fatigue)

Meta
Every 14-21 days

LinkedIn
Every 4-6 weeks

Google Search
Every 8-12 weeks

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)
✅ (9:16 vertical, April 2025)

Carousel
❌
✅
✅
❌
❌

Collection
❌
✅
❌
❌
❌

Document
❌
❌
✅
❌
❌

Shopping
PMax, Shopping
Catalog
❌
Shop
Shopping

Apple Ads Format Support:

Format
Apple Ads

Static Image
✅ (Custom Product Pages)

Video
✅ (App preview videos)

Search Tab
✅ (banner)

Today Tab
✅ (editorial-style)

Andromeda Creative Similarity Score (Meta)

Meta's Andromeda engine (launched October 2025) clusters ads with >60% similarity and suppresses delivery
of near-identical creatives (Confect; Meta Engineering).
100 minor variations (color swaps, small text changes) perform no better than 10 genuinely distinct creatives. Evaluate:

Are creatives genuinely diverse in concept, angle, and format?

Flag accounts relying on iterative variations rather than distinct concepts

Recommend testing fundamentally different hooks, formats, and value propositions

Symphony Automation Awareness (TikTok, 2025)

TikTok's Symphony AI (2025) generates creative variations from product URLs. Assess:

Whether account uses AI-generated vs original creatives

Quality and performance comparison of Symphony vs manual creatives

Impact on creative refresh strategy (Symphony can accelerate iteration)

Creative Health Scoring Weights

Format Diversity:      25%  ████████░░
Fatigue Signals:       25%  ████████░░
Platform Compliance:   20%  ██████░░░░
Refresh Cadence:       15%  █████░░░░░
Volume:                15%  █████░░░░░

Grade: A (90-100), B (75-89), C (60-74), D (40-59), F (<40).

Creative Check IDs

ID
Check
Severity

CR-01
Format diversity: >=3 formats per platform
High

CR-02
Creative volume: meets platform minimums
High

CR-03
Fatigue detection: CTR/engagement declining past thresholds
Critical

CR-04
Refresh cadence: within platform-recommended cycle
High

CR-05
Platform compliance: specs, safe zones, text limits
Critical

CR-06
Hook quality: first 1-5s engagement (video) or headline impact (static)
High

CR-07
UGC ratio: UGC/testimonial content tested on Meta and TikTok
Medium

CR-08
Video specs: codec, resolution, aspect ratio per platform
Medium

CR-09
Safe zone compliance: critical elements within 900x1000px usable area
Medium

CR-10
Andromeda diversity: genuinely distinct concepts, not iterative variations (Meta)
High

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)