When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iteration

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: 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](references/static ad templates.md). 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](references/creative review page.md). 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](references/creative roadmap.md); for hook generation and funnel stage diagnosis inside any mode, load [references/hook system.md](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: 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) Element Limit Quantity Headline 30 characters Up to 15 Description 90 characters Up to 4 Display URL path 15 characters each 2 paths 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) Element Limit Notes Primary text 125 chars visible (up to 2,200) Front load the hook Headline 40 characters recommended Below the image Description 30 characters recommended Below headline URL display link 40 characters Optional LinkedIn Ads Element Limit Notes Intro text 150 chars recommended (600 max) Above the image Headline 70 chars recommended (200 max) Below the image Description 100 chars recommended (300 max) Appears in some placements TikTok Ads Element Limit Notes Ad text 80 chars recommended (100 max) Above the video Display name 40 characters Brand name Twitter/X Ads Element Limit Notes Tweet text 280 characters The ad copy Headline 70 characters Card headline Description 200 characters Card description For detailed specs and format variations, see [references/platform specs.md](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](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 [meta decision system.md](../../ads/references/meta decision system.md). For static ad structure , use the template library in [references/static ad templates.md](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](references/imessage video ads.md) for surface selection, the six concept angles, script and pacing rules, production routes (off the shelf, 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](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](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](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, Sora, 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: Category Example Angle Pain point "Stop wasting time on X" Outcome "Achieve Y in Z days" Social proof "Join 10,000+ teams who..." Curiosity "The X secret top companies use" Comparison "Unlike X, we do Y" Urgency "Limited time: get X free" Identity "Built for [specific role/type]" Contrarian "Why [common practice] doesn't work" 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 — dire

ad-creative