1---
2name: ad-creative
3description: "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 iterations,' 'creative testing,' 'ad performance optimization,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' or 'I need more ad variations.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see paid-ads. For landing page copy, see copywriting."
4metadata:
5  version: 1.1.0
6---
7 
8# Ad Creative
9 
10You 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.
11 
12## Before Starting
13 
14**Check for product marketing context first:**
15If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
16 
17Gather this context (ask if not provided):
18 
19### 1. Platform & Format
20- What platform? (Google Ads, Meta, LinkedIn, TikTok, Twitter/X)
21- What ad format? (Search RSAs, display, social feed, stories, video)
22- Are there existing ads to iterate on, or starting from scratch?
23 
24### 2. Product & Offer
25- What are you promoting? (Product, feature, free trial, demo, lead magnet)
26- What's the core value proposition?
27- What makes this different from competitors?
28 
29### 3. Audience & Intent
30- Who is the target audience?
31- What stage of awareness? (Problem-aware, solution-aware, product-aware)
32- What pain points or desires drive them?
33 
34### 4. Performance Data (if iterating)
35- What creative is currently running?
36- Which headlines/descriptions are performing best? (CTR, conversion rate, ROAS)
37- Which are underperforming?
38- What angles or themes have been tested?
39 
40### 5. Constraints
41- Brand voice guidelines or words to avoid?
42- Compliance requirements? (Industry regulations, platform policies)
43- Any mandatory elements? (Brand name, trademark symbols, disclaimers)
44 
45---
46 
47## How This Skill Works
48 
49This skill supports two modes:
50 
51### Mode 1: Generate from Scratch
52When starting fresh, you generate a full set of ad creative based on product context, audience insights, and platform best practices.
53 
54### Mode 2: Iterate from Performance Data
55When 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.
56 
57The core loop:
58 
59```
60Pull performance data → Identify winning patterns → Generate new variations → Validate specs → Deliver
61```
62 
63---
64 
65## Platform Specs
66 
67Platforms reject or truncate creative that exceeds these limits, so verify every piece of copy fits before delivering.
68 
69### Google Ads (Responsive Search Ads)
70 
71| Element | Limit | Quantity |
72|---------|-------|----------|
73| Headline | 30 characters | Up to 15 |
74| Description | 90 characters | Up to 4 |
75| Display URL path | 15 characters each | 2 paths |
76 
77**RSA rules:**
78- Headlines must make sense independently and in any combination
79- Pin headlines to positions only when necessary (reduces optimization)
80- Include at least one keyword-focused headline
81- Include at least one benefit-focused headline
82- Include at least one CTA headline
83 
84### Meta Ads (Facebook/Instagram)
85 
86| Element | Limit | Notes |
87|---------|-------|-------|
88| Primary text | 125 chars visible (up to 2,200) | Front-load the hook |
89| Headline | 40 characters recommended | Below the image |
90| Description | 30 characters recommended | Below headline |
91| URL display link | 40 characters | Optional |
92 
93### LinkedIn Ads
94 
95| Element | Limit | Notes |
96|---------|-------|-------|
97| Intro text | 150 chars recommended (600 max) | Above the image |
98| Headline | 70 chars recommended (200 max) | Below the image |
99| Description | 100 chars recommended (300 max) | Appears in some placements |
100 
101### TikTok Ads
102 
103| Element | Limit | Notes |
104|---------|-------|-------|
105| Ad text | 80 chars recommended (100 max) | Above the video |
106| Display name | 40 characters | Brand name |
107 
108### Twitter/X Ads
109 
110| Element | Limit | Notes |
111|---------|-------|-------|
112| Tweet text | 280 characters | The ad copy |
113| Headline | 70 characters | Card headline |
114| Description | 200 characters | Card description |
115 
116For detailed specs and format variations, see [references/platform-specs.md](references/platform-specs.md).
117 
118---
119 
120## Generating Ad Visuals
121 
122For image and video ad creative, use generative AI tools and code-based video rendering. See [references/generative-tools.md](references/generative-tools.md) for the complete guide covering:
123 
124- **Image generation** — Nano Banana Pro (Gemini), Flux, Ideogram for static ad images
125- **Video generation** — Veo, Kling, Runway, Sora, Seedance, Higgsfield for video ads
126- **Voice & audio** — ElevenLabs, OpenAI TTS, Cartesia for voiceovers, cloning, multilingual
127- **Code-based video** — Remotion for templated, data-driven video at scale
128- **Platform image specs** — Correct dimensions for every ad placement
129- **Cost comparison** — Pricing for 100+ ad variations across tools
130 
131**Recommended workflow for scaled production:**
1321. Generate hero creative with AI tools (exploratory, high-quality)
1332. Build Remotion templates based on winning patterns
1343. Batch produce variations with Remotion using data feeds
1354. Iterate — AI for new angles, Remotion for scale
136 
137---
138 
139## Generating Ad Copy
140 
141### Step 1: Define Your Angles
142 
143Before writing individual headlines, establish 3-5 distinct **angles** — different reasons someone would click. Each angle should tap into a different motivation.
144 
145**Common angle categories:**
146 
147| Category | Example Angle |
148|----------|---------------|
149| Pain point | "Stop wasting time on X" |
150| Outcome | "Achieve Y in Z days" |
151| Social proof | "Join 10,000+ teams who..." |
152| Curiosity | "The X secret top companies use" |
153| Comparison | "Unlike X, we do Y" |
154| Urgency | "Limited time: get X free" |
155| Identity | "Built for [specific role/type]" |
156| Contrarian | "Why [common practice] doesn't work" |
157 
158### Step 2: Generate Variations per Angle
159 
160For each angle, generate multiple variations. Vary:
161- **Word choice** — synonyms, active vs. passive
162- **Specificity** — numbers vs. general claims
163- **Tone** — direct vs. question vs. command
164- **Structure** — short punch vs. full benefit statement
165 
166### Step 3: Validate Against Specs
167 
168Before delivering, check every piece of creative against the platform's character limits. Flag anything that's over and provide a trimmed alternative.
169 
170### Step 4: Organize for Upload
171 
172Present creative in a structured format that maps to the ad platform's upload requirements.
173 
174---
175 
176## Iterating from Performance Data
177 
178When the user provides performance data, follow this process:
179 
180### Step 1: Analyze Winners
181 
182Look at the top-performing creative (by CTR, conversion rate, or ROAS — ask which metric matters most) and identify:
183 
184- **Winning themes** — What topics or pain points appear in top performers?
185- **Winning structures** — Questions? Statements? Commands? Numbers?
186- **Winning word patterns** — Specific words or phrases that recur?
187- **Character utilization** — Are top performers shorter or longer?
188 
189### Step 2: Analyze Losers
190 
191Look at the worst performers and identify:
192 
193- **Themes that fall flat** — What angles aren't resonating?
194- **Common patterns in low performers** — Too generic? Too long? Wrong tone?
195 
196### Step 3: Generate New Variations
197 
198Create new creative that:
199- **Doubles down** on winning themes with fresh phrasing
200- **Extends** winning angles into new variations
201- **Tests** 1-2 new angles not yet explored
202- **Avoids** patterns found in underperformers
203 
204### Step 4: Document the Iteration
205 
206Track what was learned and what's being tested:
207 
208```
209## Iteration Log
210- Round: [number]
211- Date: [date]
212- Top performers: [list with metrics]
213- Winning patterns: [summary]
214- New variations: [count] headlines, [count] descriptions
215- New angles being tested: [list]
216- Angles retired: [list]
217```
218 
219---
220 
221## Writing Quality Standards
222 
223### Headlines That Click
224 
225**Strong headlines:**
226- Specific ("Cut reporting time 75%") over vague ("Save time")
227- Benefits ("Ship code faster") over features ("CI/CD pipeline")
228- Active voice ("Automate your reports") over passive ("Reports are automated")
229- Include numbers when possible ("3x faster," "in 5 minutes," "10,000+ teams")
230 
231**Avoid:**
232- Jargon the audience won't recognize
233- Claims without specificity ("Best," "Leading," "Top")
234- All caps or excessive punctuation
235- Clickbait that the landing page can't deliver on
236 
237### Descriptions That Convert
238 
239Descriptions should complement headlines, not repeat them. Use descriptions to:
240- Add proof points (numbers, testimonials, awards)
241- Handle objections ("No credit card required," "Free forever for small teams")
242- Reinforce CTAs ("Start your free trial today")
243- Add urgency when genuine ("Limited to first 500 signups")
244 
245---
246 
247## Output Formats
248 
249### Standard Output
250 
251Organize by angle, with character counts:
252 
253```
254## Angle: [Pain Point — Manual Reporting]
255 
256### Headlines (30 char max)
2571. "Stop Building Reports by Hand" (29)
2582. "Automate Your Weekly Reports" (28)
2593. "Reports Done in 5 Min, Not 5 Hr" (31) <- OVER LIMIT, trimmed below
260   -> "Reports in 5 Min, Not 5 Hrs" (27)
261 
262### Descriptions (90 char max)
2631. "Marketing teams save 10+ hours/week with automated reporting. Start free." (73)
2642. "Connect your data sources once. Get automated reports forever. No code required." (80)
265```
266 
267### Bulk CSV Output
268 
269When generating at scale (10+ variations), offer CSV format for direct upload:
270 
271```csv
272headline_1,headline_2,headline_3,description_1,description_2,platform
273"Stop Manual Reporting","Automate in 5 Minutes","Join 10K+ Teams","Save 10+ hrs/week on reports. Start free.","Connect data sources once. Reports forever.","google_ads"
274```
275 
276### Iteration Report
277 
278When iterating, include a summary:
279 
280```
281## Performance Summary
282- Analyzed: [X] headlines, [Y] descriptions
283- Top performer: "[headline]" — [metric]: [value]
284- Worst performer: "[headline]" — [metric]: [value]
285- Pattern: [observation]
286 
287## New Creative
288[organized variations]
289 
290## Recommendations
291- [What to pause, what to scale, what to test next]
292```
293 
294---
295 
296## Batch Generation Workflow
297 
298For large-scale creative production (Anthropic's growth team generates 100+ variations per cycle):
299 
300### 1. Break into sub-tasks
301- **Headline generation** — Focused on click-through
302- **Description generation** — Focused on conversion
303- **Primary text generation** — Focused on engagement (Meta/LinkedIn)
304 
305### 2. Generate in waves
306- Wave 1: Core angles (3-5 angles, 5 variations each)
307- Wave 2: Extended variations on top 2 angles
308- Wave 3: Wild card angles (contrarian, emotional, specific)
309 
310### 3. Quality filter
311- Remove anything over character limit
312- Remove duplicates or near-duplicates
313- Flag anything that might violate platform policies
314- Ensure headline/description combinations make sense together
315 
316---
317 
318## Common Mistakes
319 
320- **Writing headlines that only work together** — RSA headlines get combined randomly
321- **Ignoring character limits** — Platforms truncate without warning
322- **All variations sound the same** — Vary angles, not just word choice
323- **No CTA headlines** — RSAs need action-oriented headlines to drive clicks; include at least 2-3
324- **Generic descriptions** — "Learn more about our solution" wastes the slot
325- **Iterating without data** — Gut feelings are less reliable than metrics
326- **Testing too many things at once** — Change one variable per test cycle
327- **Retiring creative too early** — Allow 1,000+ impressions before judging
328 
329---
330 
331## Tool Integrations
332 
333For pulling performance data and managing campaigns, see the [tools registry](../../tools/REGISTRY.md).
334 
335| Platform | Pull Performance Data | Manage Campaigns | Guide |
336|----------|:---------------------:|:----------------:|-------|
337| **Google Ads** | `google-ads campaigns list`, `google-ads reports get` | `google-ads campaigns create` | [google-ads.md](../../tools/integrations/google-ads.md) |
338| **Meta Ads** | `meta-ads insights get` | `meta-ads campaigns list` | [meta-ads.md](../../tools/integrations/meta-ads.md) |
339| **LinkedIn Ads** | `linkedin-ads analytics get` | `linkedin-ads campaigns list` | [linkedin-ads.md](../../tools/integrations/linkedin-ads.md) |
340| **TikTok Ads** | `tiktok-ads reports get` | `tiktok-ads campaigns list` | [tiktok-ads.md](../../tools/integrations/tiktok-ads.md) |
341 
342### Workflow: Pull Data, Analyze, Generate
343 
344```bash
345# 1. Pull recent ad performance
346node tools/clis/google-ads.js reports get --type ad_performance --date-range last_30_days
347 
348# 2. Analyze output (identify top/bottom performers)
349# 3. Feed winning patterns into this skill
350# 4. Generate new variations
351# 5. Upload to platform
352```
353 
354---
355 
356## Related Skills
357 
358- **paid-ads**: For campaign strategy, targeting, budgets, and optimization
359- **copywriting**: For landing page copy (where ad traffic lands)
360- **ab-test-setup**: For structuring creative tests with statistical rigor
361- **marketing-psychology**: For psychological principles behind high-performing creative
362- **copy-editing**: For polishing ad copy before launch
363