git:20260220.af6c644 to git:20260223.63345e4

196 added, 31 removed. Audit A to A.

---

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".

+ 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. Collect creative assets or performance data from active platforms

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

- 3. Read `references/benchmarks.md` for CTR/engagement benchmarks

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

- 5. Evaluate creative quality per platform

- 6. Assess cross-platform creative consistency

- 7. Generate production priority recommendations

+ 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.

+ **Goal:** Collect enough brand context to personalize the creative audit and enable on-brand creative generation via infographic-v2.

+ ### Step 1: Ask naturally

+ > "Before I audit your creatives, I need some brand context to check consistency. Let me ask a few quick questions."

+ ### Step 2: Collect in one conversational pass

+ Ask these in a natural flow — batch where possible, don't make it feel like a form:

+ 1. **Brand name** and **website URL**

+ 2. **Industry / business model** (SaaS, e-commerce, service, B2B, B2C, hybrid)

+ 3. **Brand colors** — primary, secondary, accent (hex codes if known; offer to extract from their website via WebFetch if unsure)

+ 4. **Typography** — headline and body fonts (or "check my website")

+ 5. **Brand voice** — formal vs casual (1-10), serious vs playful, technical vs simple

+ 6. **Target audience** — who they sell to, main pain points

+ 7. **Value proposition** — one sentence on what makes them different

+ 8. **Approved CTAs** — e.g., "Start Free Trial", "Book a Demo", "Shop Now"

+ 9. **Anything forbidden** in their ads — competitor mentions, specific claims, imagery restrictions

+ If the user provides a website URL, use WebFetch to pre-fill colors, fonts, tagline, and value proposition from the site before asking remaining questions.

+ ### Step 3: Generate branding.md

+ Write `./branding.md` in the project root using this format:

+ ```markdown

+ # Brand Context — [Brand Name]

+

+ ## Brand Identity

+ | Field | Value |

+ |-------|-------|

+ | Brand Name | |

+ | Industry | |

+ | Website | |

+ | Tagline / Slogan | |

+ | Business Model | |

+ ## Visual Identity

+ ### Brand Colors

+ |------|-------|-----|-------|

+ | Primary | | #______ | Main brand color, CTAs, headers |

+ | Secondary | | #______ | Accents, supporting elements |

+ | Accent | | #______ | Highlights, badges, alerts |

+ ### Typography

+ | Role | Font | Fallback |

+ |------|------|----------|

+ | Headlines | | Sans-serif |

+ | Body | | Sans-serif |

+ ### Visual Style

+ - **Photography style**: [lifestyle / studio / user-generated / illustrated / mixed]

+ - **Illustration style**: [flat / 3D / hand-drawn / none]

+ ## Brand Voice

+ ### Tone & Personality

+ | Dimension | Position (1-10) |

+ |-----------|----------------|

+ | Formal ←→ Casual | |

+ | Serious ←→ Playful | |

+ | Technical ←→ Simple | |

+ ### Messaging Guidelines

+ - **Brand words**: [words to always use]

+ - **Forbidden words**: [words to never use]

+ ## Target Audience

+ ### Primary Persona

+ | Field | Value |

+ |-------|-------|

+ | Role / Title | |

+ | Key Pain Points | |

+ | Goals | |

+ | Where they spend time | |

+ ## Value Proposition

+ ### Core USP

+ [One sentence]

+ ### Key Benefits

+ | Benefit | Proof Point |

+ |---------|------------|

+ | | |

+ ## Ad-Specific Guidelines

+ ### Approved CTAs

+ - Primary: [e.g., "Start Free Trial"]

+ - Secondary: [e.g., "Learn More"]

+ ### Forbidden Elements

+ - [e.g., "Never mention competitors by name"]

+ ```

+ ### Step 4: Confirm and continue

+ Display a brief summary:

+ ```

+ Brand context saved: ./branding.md

+ Brand: [name]

+ Colors: [primary] [secondary] [accent]

+ Voice: [tone summary]

+ Audience: [persona summary]

+ Proceeding with creative audit...

+ ```

+ Then continue with the normal creative audit flow (step 2 onward).

+ ---

## 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

+ - 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 requirement)

+ - ≥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

- - No creative active >7 days with declining CTR

+ - 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 2-4 weeks |

- | LinkedIn | Every 4-6 weeks |

- | TikTok | Every 5-7 days (fastest fatigue) |

+ | 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:

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

- | Static Image | RSA image ext | Yes | Yes | No | Multimedia |

- | Video | YouTube, PMax | Yes | Yes | Yes (required) | No |

- | Carousel | No | Yes | Yes | No | No |

- | Collection | No | Yes | No | No | No |

- | Document | No | No | Yes | No | No |

+ | Static Image | RSA image ext | ✅ | ✅ | ❌ | Multimedia |

+ | Video | YouTube, PMax | ✅ | ✅ | ✅ (required) | ❌ |

+ | Carousel | ❌ | ✅ | ✅ | ❌ | ❌ |

+ | Collection | ❌ | ✅ | ❌ | ❌ | ❌ |

+ | Document | ❌ | ❌ | ✅ | ❌ | ❌ |

## 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)

- ### PDF Report

- After writing all markdown deliverables, generate a styled PDF version:

- ```bash

- npx --yes md-to-pdf CREATIVE-AUDIT-REPORT.md

- ```

- Always produce both formats — markdown for editing, PDF for sharing with stakeholders.

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