git:20260709.76b05ab to git:20260709.84c704c

---

name: adspirer-creative

description: Write and refresh ad creative with Adspirer — headlines, descriptions, primary text, and ad copy for Google, Meta, TikTok, LinkedIn, and Amazon, plus diagnosing and fixing creative fatigue when CTR falls and frequency rises. Respects each platform's character limits.

---

# Ad creative

Follow `adspirer-mcp` before any tool call. Load the platform skill for its exact limits.

## Write from evidence, not imagination

Before writing a single headline, look at what already works:

- `analyze_search_terms` (Google) or `get_amazon_search_terms` — the actual words people typed to

find this business. Those words belong in the copy.

- `get_ad_performance` / `get_meta_ad_performance` — which existing ad has the best CTR, and why.

- The landing page. Copy that promises something the page doesn't deliver converts once and never

again.

Ask what makes this business different if it isn't obvious. Generic ad copy is a choice, not a fate.

## Character limits

| Platform | Field | Limit |

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

| Google Search | Headline | 30 |

| | Description | 90 |

| | Long headline (PMax) | 90 |

| Meta | Headline | 255 (~40 visible) |

| | Primary text | 2200 (~125 visible) |

| | Description | 255 (~30 visible) |

| Meta carousel | Card headline | ~40 |

| LinkedIn | Headline | 70 |

| | Introductory text | 600 (~150 visible) |

| TikTok | Ad text | 100 |

| Amazon SB | Headline | 50 |

Where the hard limit and the visible limit differ, **write to the visible one.** Meta's 2200-character

primary text truncates at about 125; anything after that is read by nobody.

## What good looks like

- **Lead with the offer or the outcome**, not the company name. Nobody searched for your brand.

- **One idea per headline.** Google rotates them independently; a headline that only makes sense

next to another headline will appear alone.

- **Specifics beat adjectives.** "Same-day callout, no fee" beats "Fast, reliable service."

- **Match the search intent.** Someone searching "emergency plumber near me" wants availability and

a phone number, not your 30-year heritage.

- **Give Google variety.** Fifteen headlines that all say the same thing give the system nothing to

test. Vary the angle: price, speed, proof, risk reversal, outcome.

Write more than you need and cut. Then check every claim is one the business can actually make —

"#1 in the UK" is a legal problem, not a headline.

## Refreshing fatigued creative

Rising frequency plus falling CTR is fatigue. The same people keep seeing the same ad. **No bid or

budget change fixes it** — a fatigued ad set with more budget just annoys the same people faster.

Diagnose: `detect_meta_creative_fatigue`, `detect_tiktok_creative_fatigue`,

`analyze_linkedin_creative_performance`. On Meta, a 7-day frequency above ~3 with declining CTR is

the signal.

Fix, in order of leverage:

1. **New creative concept** — a different hook, not the same image recoloured.

2. **New format** — video where there was static, carousel where there was a single image.

3. **Broaden or rotate the audience** — fatigue is partly an audience-size problem.

4. Only then touch budgets.

Change one variable at a time. Swapping the image *and* the copy *and* the audience teaches you

nothing about which one mattered.

## Applying it

Update in place with `update_ad_headlines`, `update_ad_descriptions`, or `update_ad_content` on

Google; the platform's ad-update tools elsewhere. Keep the winning ad running while the new one

gathers data — pausing the control before the challenger has proven itself is how accounts go

backwards.

Ads may need review before serving. Say so, rather than letting the user think it's live.