git:20260223.63345e4 to git:20260223.450945f

---

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. Collects brand

context and creates branding.md if missing. Uses infographic-v2 for generating

ad creatives. Use when user says "creative audit", "ad creative", "creative

fatigue", "ad copy", "ad design", or "creative review".

---

# Cross-Platform Creative Quality Audit

## Process

1. **Brand context check** — look for `./branding.md`. If not found, run the Brand Info Collection flow below before proceeding.

2. Collect creative assets or performance data from active platforms

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

4. Read `ads/references/creative-volume.md` for per-platform volume and refresh requirements

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

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

7. Evaluate creative quality per platform

8. Run Brand Consistency Audit using branding.md (advisory, not scored)

9. Assess cross-platform creative consistency

10. Generate production priority recommendations

11. **Offer to generate new creatives** using `/infographic-v2` for any flagged gaps

---

## Brand Info Collection

Run this at the start if `./branding.md` does not exist in the project root.

```

Brand context saved: ./branding.md

Brand: [name]

Voice: [tone summary]

Audience: [persona summary]

Proceeding with creative audit...

```

---

## 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: Standard ≥5 per ad set (ideal 5-8 for Andromeda); ASC ≥50 (ideal 50-150)

- Fatigue detection: CTR declining >20% over 14 days = FAIL; top brands refresh every 10.4 days

- 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; top performers: 10-20/campaign; Smart+ launch: ≥4)

- All video 9:16 vertical 1080x1920 (non-negotiable)

- Native-looking content (not corporate)

- Hook in first 1-2 seconds

- Fatigue onset: 3-5 days; typical lifespan: 7-10 days; refresh every 10-14 days

- No creative active >7 days with declining CTR; hard ceiling: 30 days regardless

- 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 10-14 days (top brands avg 10.4 days); hard ceiling 90 days |

| LinkedIn | Every 2-4 weeks; 80/20 winner/testing split |

| TikTok | Every 10-14 days (fatigue onset 3-5 days, lifespan 7-10 days); hard ceiling 30 days |

| 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)

## Brand Consistency Audit (Advisory)

Using `./branding.md`, evaluate these dimensions. Results are **advisory only** — they

appear as "Brand Consistency Notes" in the report but are NOT included in the health score.

| Dimension | What to Check |

|-----------|--------------|

| Color compliance | Ad visuals use brand primary/secondary colors (hex match) |

| Typography | Headlines and body text match brand font guidelines |

| Tone alignment | Ad copy matches brand voice dimensions (formal/casual, etc.) |

| CTA consistency | CTAs match approved CTA list from branding.md |

| Visual style | Photography/illustration style matches brand guidelines |

| Forbidden elements | No forbidden words or elements present in ads |

| Audience match | Messaging addresses documented persona pain points |

## Creative Generation with Infographic v2

After the audit, when the production priority list identifies creatives to produce (static images, infographics, data visuals for ads), offer to generate them using `/infographic-v2`.

**Flow:**

1. Identify the highest-priority static creative gaps from the audit

2. Ask: "I can generate ad creatives for the top gaps using the infographic tool. Want me to start with [highest priority gap]?"

3. If yes, invoke `/infographic-v2` — it will pick up `./branding.md` for brand-consistent output

4. The infographic skill handles concept selection, visualization approach, and generation

5. After generation, return to the next creative gap or wrap up

**What infographic-v2 uses from branding.md:**

- Brand colors → color palette for the infographic

- Typography → font selection

- Visual style → style anchors

- Brand voice → headline and copy tone

- Approved CTAs → CTA text in ad creatives

## 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)

- **Generated ad creatives** via infographic-v2 (if user opts in)