---
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.