Iblai Marketing Ad Creative

/iblai-marketing-ad-creative

Generate performance ad creative at scale — headlines, descriptions, primary text — and iterate on it using real performance data.

Step 0: Context Check

Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md on older setups) first. Only ask for what isn't there.

Pull this context before writing:

1. Platform & Format

• Platform: Google Ads, Meta, LinkedIn, TikTok, Twitter/X
• Format: Search RSAs, display, social feed, stories, video
• Iterating on existing ads or starting from scratch?

2. Product & Offer

• What's being promoted (product, feature, free trial, demo, lead magnet)
• Core value proposition
• Real differentiator vs. competitors

3. Audience & Intent

• Target audience
• Awareness stage: problem-aware, solution-aware, product-aware
• Pain points or desires that drive them

4. Performance Data (if iterating)

• Creative currently running
• Top performers (by CTR, CVR, ROAS)
• Underperformers
• Angles/themes already tested

5. Constraints

• Brand voice rules or banned words
• Compliance (industry regs, platform policies)
• Mandatory elements (brand name, trademark, disclaimers)

Two Modes

Mode 1: Generate from scratch. Produce a full creative set from product context, audience insight, and platform best practices.

Mode 2: Iterate from performance data. User supplies CSV / paste / API output. Identify patterns in winners, generate variations that double down on them and probe new angles.

The loop:

Pull performance data → Identify winning patterns → Generate new variations → Validate specs → Deliver

Platform Specs

Platforms truncate or reject creative that exceeds these limits. Verify every line before delivery.

Google Ads (Responsive Search Ads)

RSA rules:

• Headlines must read independently and in any combination
• Pin headlines only when necessary (reduces optimization)
• Include at least one keyword-focused headline
• Include at least one benefit-focused headline
• Include at least one CTA headline

Meta Ads (Facebook/Instagram)

LinkedIn Ads

TikTok Ads

Twitter/X Ads

Full specs and placement variants: references/platform-specs.md.

Generating Ad Visuals

For image and video creative, see references/generative-tools.md. It covers:

• Image generation — Nano Banana Pro (Gemini), Flux, Ideogram for static ads
• Video generation — Veo, Kling, Runway, Sora, Seedance, Higgsfield
• Voice & audio — ElevenLabs, OpenAI TTS, Cartesia for voiceover, cloning, multilingual
• Code-based video — Remotion for templated, data-driven video at scale
• Platform image specs — Exact dimensions per placement
• Cost comparison — Pricing for 100+ variations across tools

Scaled production workflow:

1. Generate hero creative with AI tools (exploratory, high quality)
2. Build Remotion templates from winning patterns
3. Batch-produce variations with Remotion using data feeds
4. Iterate — AI for new angles, Remotion for scale

Generating Ad Copy

Step 1: Define Angles

Set 3-5 distinct angles — different motivations to click — before writing any headlines.

Step 2: Generate Variations per Angle

For each angle, vary:

• Word choice — synonyms, active vs. passive
• Specificity — numbers vs. general claims
• Tone — direct vs. question vs. command
• Structure — short punch vs. full benefit statement

Step 3: Validate Against Specs

Check every line against platform character limits. Flag anything over and provide a trimmed alternative.

Step 4: Organize for Upload

Hand back creative in a structure that maps to the ad platform's upload format.

Iterating from Performance Data

Step 1: Analyze Winners

Top performers by CTR, CVR, or ROAS (ask which matters). Look for:

• Winning themes — what topics or pains appear repeatedly
• Winning structures — questions, statements, commands, numbers
• Winning word patterns — recurring words or phrases
• Character utilization — top performers shorter or longer

Step 2: Analyze Losers

• Themes that fall flat — angles not landing
• Patterns in low performers — too generic, too long, wrong tone

Step 3: Generate New Variations

• Double down on winning themes with fresh phrasing
• Extend winning angles into new variations
• Test 1-2 new angles
• Avoid the patterns found in underperformers

Step 4: Document the Iteration

## Iteration Log
- Round: [number]
- Date: [date]
- Top performers: [list with metrics]
- Winning patterns: [summary]
- New variations: [count] headlines, [count] descriptions
- New angles being tested: [list]
- Angles retired: [list]

Writing Quality

Headlines That Click

Strong:

• Specific ("Cut reporting time 75%") over vague ("Save time")
• Benefits ("Ship code faster") over features ("CI/CD pipeline")
• Active voice ("Automate your reports") over passive
• Numbers when possible ("3x faster," "in 5 minutes," "10,000+ teams")

Avoid:

• Jargon the audience won't recognize
• Vague superlatives ("Best," "Leading," "Top")
• All caps or excessive punctuation
• Clickbait the landing page can't deliver

Descriptions That Convert

Don't repeat the headline. Use the slot to:

• Add proof (numbers, testimonials, awards)
• Handle objections ("No credit card required," "Free forever for small teams")
• Reinforce the CTA ("Start your free trial today")
• Add urgency when genuine ("Limited to first 500 signups")

Output Formats

Standard Output

By angle, with character counts:

## Angle: [Pain Point — Manual Reporting]

### Headlines (30 char max)
1. "Stop Building Reports by Hand" (29)
2. "Automate Your Weekly Reports" (28)
3. "Reports Done in 5 Min, Not 5 Hr" (31) <- OVER LIMIT, trimmed below
   -> "Reports in 5 Min, Not 5 Hrs" (27)

### Descriptions (90 char max)
1. "Marketing teams save 10+ hours/week with automated reporting. Start free." (73)
2. "Connect your data sources once. Get automated reports forever. No code required." (80)

Bulk CSV Output

At scale (10+ variations), hand back CSV for direct upload:

headline_1,headline_2,headline_3,description_1,description_2,platform
"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"

Iteration Report

## Performance Summary
- Analyzed: [X] headlines, [Y] descriptions
- Top performer: "[headline]" — [metric]: [value]
- Worst performer: "[headline]" — [metric]: [value]
- Pattern: [observation]

## New Creative
[organized variations]

## Recommendations
- [What to pause, what to scale, what to test next]

Batch Generation Workflow

For large-scale production (Anthropic's growth team runs 100+ variations per cycle):

1. Split into sub-tasks

• Headlines — focused on click-through
• Descriptions — focused on conversion
• Primary text — focused on engagement (Meta/LinkedIn)

2. Generate in waves

• Wave 1: Core angles (3-5 angles, 5 variations each)
• Wave 2: Extended variations on top 2 angles
• Wave 3: Wild-card angles (contrarian, emotional, specific)

3. Quality filter

• Drop anything over the character limit
• Drop duplicates and near-duplicates
• Flag potential platform-policy violations
• Verify headline/description combinations make sense

Common Mistakes

• Headlines that only work together — RSA headlines get combined randomly
• Ignoring character limits — Platforms truncate without warning
• All variations sound the same — Vary angles, not just word choice
• No CTA headlines — RSAs need action-oriented headlines; include 2-3
• Generic descriptions — "Learn more about our solution" wastes the slot
• Iterating without data — Gut feelings lose to metrics
• Testing too many things at once — One variable per cycle
• Retiring creative too early — Allow 1,000+ impressions before judging

Tool Integrations

For pulling performance data and managing campaigns, see the tools registry.

Workflow: Pull, Analyze, Generate

# 1. Pull recent ad performance
node tools/clis/google-ads.js reports get --type ad_performance --date-range last_30_days

# 2. Analyze output (identify top/bottom performers)
# 3. Feed winning patterns into this skill
# 4. Generate new variations
# 5. Upload to platform

Related Skills

• iblai-marketing-paid-ads: For campaign strategy, targeting, budgets, and optimization
• iblai-marketing-copywriting: For landing page copy (where ad traffic lands)
• iblai-marketing-ab-test-setup: For structuring creative tests with statistical rigor
• iblai-marketing-psychology: For psychological principles behind high-performing creative
• iblai-marketing-copy-editing: For polishing ad copy before launch