Write ad

Write Ad — Orchestrator

Ready-to-publish paid-ad copy across Meta, Google, TikTok, and LinkedIn — one network per artifact, network-aware caps + framing. Multi-agent strategy → draft → format → voice → critic → humanmaxxing pipeline. Capability metadata lives in routing.yaml. Agent table + 2 routes + 7-dim rubric + post-humanmaxxing regression rule: references/agent-manifest.md. Methodology: references/playbook.md.

Core question: Would this ad still make sense if the platform stripped every claim that isn't substantiated by a named entity or measured number?

Critical Gates — load first

1. Network + audience-temp are non-negotiable. network (meta | google-ads | tiktok-ads | linkedin-ads) selects the format-checker spec + the strategist's framing axis; ambiguous network BLOCKs — ask one question, never assume Meta. Missing audience-temp BLOCKs. Offer + creative-format + proof also hard-block.
2. One network + one audience-temp per artifact. Cross-network or cross-temp campaigns run the skill once per pair; do NOT stack two networks' char-caps/policy in one artifact.
3. Hero + 2 distinct variants per artifact is the default. Strategist enforces 3 distinct angle_archetype values + 3 distinct anchor_proof entries. Variants isolate ONE variable each (Variable Subtraction). The count serves Meta A/B structure; an operator may override it — log the override + reason in the rationale. Mode + tier in references/_shared/options-selection.md (DELIVERY, tier B).
4. Format-checker is a HARD gate, not a critic dim. Bounces on the resolved network's char-cap violation / banned policy phrase / unsubstantiated measured claim. PASSED / REVISION_REQUIRED (does NOT consume critic cycle) / FORMAT_FAIL (escalate to user).
5. Humanmaxxing runs ONCE per variant with protected_tokens including URL. Post-humanmaxxing Specificity regression check per variant — drops ≥2 OR named entity/number/URL absent → flag the delta + the removed specific for operator review (critic-approved draft preserved alongside; operator picks).

Quality Gate — 7 dimensions

Full rubric + Pass/Fail + per-dim scoring bands: references/agent-manifest.md § 7-Dim Critic Rubric. Domain rubric: references/rubric.md.

• Gate: Total ≥49/70 AND every dim ≥6. Total 49-55 with all dims ≥6 = PASS as DONE_WITH_CONCERNS. Any dim <6 = FAIL.
• Terminal humanmaxxing runs per variant after critic PASS. Orchestrator re-runs critic's Specificity dim only on humanmaxxed text — Specificity drops ≥2 OR named entity/number absent → flag the delta + removed specific for operator review (both versions kept). Protects the specificity anchor.

Before Starting

Apply references/_shared/before-starting-check.md. Recommended context:

Artifact	Source	Required?
research/product-context.md	research-icp	Recommended — voice adjectives + proof points + Unique Mechanism
research/icp-research.md	research-icp	Recommended — primary persona + VoC pain language
brand/BRAND.md	create-brand	Recommended — voice anchors + banned-language list
brand/CREATIVE-DIRECTION.md	create-brand	Recommended (visual creative) — house art direction for the ad's visual concept; design against it + a realized exemplar, not tokens alone (references/_shared/realized-surface-grounding.md)
docs/forsvn/artifacts/marketing/campaign-plan.md	plan-campaign	Optional — Route B from broader campaign + ## Creative Direction (per-campaign art direction)
docs/forsvn/experience/{audience,product,business,brand}.md	(any skill)	Optional — persisted Product — current offer / Product — proof points keys

Pre-Dispatch + Mode

Run canonical Pre-Dispatch (references/_shared/pre-dispatch-protocol.md). Needed dimensions: network (meta / google-ads / tiktok-ads / linkedin-ads) · audience-temp (retargeting / cold; Meta+TikTok) · offer (destination + value prop) · creative-format (dedicated / repurposed-ugc) · conversion-event (trial-start / purchase / lead / install) · production-model (in-house / affiliate-creator / external-freelance) · available-proof (list of named candidates) · transmutation goal (AI UGC / native static / AI animation / advertorial pre-lander / Chad Funnel / strategist choose) · competitor-pattern (optional) · belief sequence (optional; required for advertorial / Chad Funnel) · LP-description (optional but recommended).

Warm/Cold Start prompts (10-question Cold Start + retargeting follow-ups) + Missing-Input Hard Blocks (5 conditions): references/procedures/pre-dispatch.md.

Mode (references/_shared/mode-resolver.md): budget: deep. --fast skips post-humanmaxxing Specificity regression check per variant (saves 3 critic-Specificity-dim invocations for hero + A + B). --fast does NOT skip Cold Start, Critical Gates 1-5, Missing-Input Hard Blocks, or Format-Checker Hard Gate. Session execution profile (single-vs-multi): inherit per references/_shared/execution-policy.md.

Routes

Two routes — A (compose: single audience-temperature), B (called by another skill). No reply mode (paid ads don't have an inbound channel). Full dispatch graphs: references/agent-manifest.md.

Artifact Contract

• Paths: docs/forsvn/artifacts/marketing/write-ad/[audience-temp]-[date]-[slug].md (final draft) · [audience-temp]-[date]-[slug].rationale.md (angle + framing + per-variant rationale) · [audience-temp]-[date]-[slug].critic-score.md (7-dim scorecard per variant + total + regression).
• Lifecycle: pipeline — overwrite on re-run for same (audience-temp, date, slug-tail); explicit -v2 suffix when version-history preservation needed; new audience-temp on same day = different prefix = different file.
• Frontmatter: skill, version, date, status, network, surface, audience_temp, creative_format, production_model, conversion_event, critic_total + nested critic_per_variant: {hero, variant_a, variant_b}.
• Slug pattern: retargeting-2026-05-11-trial-app-followers or cold-2026-05-11-app-install-dedicated. Audience-temp prefix makes campaign-spanning runs land in distinct files even on the same day.
• Consumed by: human reader (Route A); plan-campaign (Route B — reads critic_total, critic_per_variant.hero, audience_temp, creative_format, conversion_event for budget allocation).
• Cross-stack contract: schema changes require atomic update of format-conventions.md § "Frontmatter field order" + § "Field values" enums — never silently drift.

Full template + per-field format rules: references/format-conventions.md.

Anti-Patterns

Read references/anti-patterns.md before output ships. 8 inherited sections + §9 Orchestrator-Level (13 rows: cold-creative reused as retargeting, frequency creep, lookalikes on cold trial app, repurposed UGC at scale, purchase optimization on 3-day trial, banned health/finance/political claim, fabricated stat, paraphrase variants, em-dashes, generic "Quick question?" hooks, multi-CTA, double-humanmaxxing, change-everything-at-once) + §10 Cross-Cutting marketing-stack (4 rows: protected_tokens contract per-variant incl. URL, post-humanmaxxing regression per-variant, plan-campaign Route B context drop, artifact schema drift).

Durable Rules (protected)

<!-- SLOW_UPDATE_START --> <!-- No pinned rules yet. Populate via the slow-update workflow (see references/slow-update-fence.md). Each pinned rule must (a) be procedural not instance-specific, (b) be earned from a regression or critic-flagged failure, (c) cite the artifact / decision record that justified pinning. --> <!-- SLOW_UPDATE_END -->

Completion Status

• DONE — passed critic + format-checker + humanmaxxing regression, ready-to-publish.
• DONE_WITH_CONCERNS — delivered, flags noted (stale ICP, ceiling warning on repurposed-UGC, missing LP description, policy soft-warn override, total 49-55 with all dims ≥6).
• BLOCKED — missing offer, missing proof + no product-context, or audience-temp missing.
• NEEDS_CONTEXT — recommend research-icp or provide proof candidates.

Execution

Offer the registry-gated fork (category publish + image). Brief-only (today's handoff):

1. Submit hero to the network's ads manager as primary creative.
2. Submit Variant A + Variant B as A/B test against hero.
3. Apply auto-pause rule per ad-intelligence/creative-cadence.md § 3 (CTR <1.5% after 48h).
4. Re-invoke at creative-fatigue trigger (winner CTR decays >30% from peak) OR offer change OR LP change.

Assisted/Direct: a verified engine submits/renders, you approve at the gate. See execution-fork.md; record execution_mode.

Worked Example

End-to-end Route A (MealKit cold-traffic 14-day-trial app, 3 distinct variants: outcome-first / scale+social-proof / authority+mechanism, format-checker REVISION_REQUIRED on char-cap + health-claim disclaimer, composer revised, critic PASS aggregate 168/210, terminal humanmaxxing per variant with protected_tokens incl. URL, post-humanmaxxing Specificity regression passes per variant) + cycle-2 FAIL variant + Format-Checker REVISION_REQUIRED path + Route B snippet: references/examples/write-ad-walkthrough.md.