Ads creative

Skill incuca/incuca-ads/skills/ads-creative

Skill open-source de auditoria e otimização de Meta Ads (Facebook, Instagram, Threads) para o Claude Code. Comando /ads: Pixel/CAPI, diversidade de criativos e Entity-ID clustering (Andromeda + GEM + Lattice), tracking server-side, atribuição, budget, PPC math e geração de criativos por IA.

Install

npx -y skills add incuca/incuca-ads --skill ads-creative

Assembled from the repository path, not quoted from the project. Check it against their README if it does not work.

One thing to look at

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What its author says it does

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Cross-platform creative quality audit covering ad copy, video, image, and format diversity across all platforms. Detects creative fatigue, evaluates platform-native compliance, scores creative diversity for Andromeda Entity-ID retrieval, and provides production priorities. Use when user says creative audit, ad creative, creative fatigue, creative diversity score, ad variation audit, ad copy, ad design, or creative review.

SKILL.md

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Cross-Platform Creative Quality Audit

Process

Collect creative assets or performance data from active platforms
Read ads/references/platform-specs.md for creative specifications
Read ads/references/benchmarks.md for CTR/engagement benchmarks
Read ads/references/scoring-system.md for weighted scoring algorithm
Validate: confirm at least one platform has creative data (assets or performance metrics) before proceeding
Evaluate creative quality per platform
Assess cross-platform creative consistency
Validate: verify fatigue signals reference actual performance trends, not assumptions
Generate production priority recommendations

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

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
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)
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
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
TikTok	Every 7-10 days (fastest fatigue)
Meta	Every 14-21 days
LinkedIn	Every 4-6 weeks
Google Search	Every 8-12 weeks
Microsoft	Every 8-12 weeks
YouTube	Every 4-8 weeks

Format Diversity Matrix

Evaluate which formats are active per platform:

Format	Google	Meta	LinkedIn	TikTok	Microsoft
Static Image	RSA image ext	✅	✅	❌	Multimedia
Video	YouTube, PMax	✅	✅	✅ (required)	✅ (9:16 vertical, April 2025)
Carousel	❌	✅	✅	❌	❌
Collection	❌	✅	❌	❌	❌
Document	❌	❌	✅	❌	❌
Shopping	PMax, Shopping	Catalog	❌	Shop	Shopping

Apple Ads Format Support:

Format	Apple Ads
Static Image	✅ (Custom Product Pages)
Video	✅ (App preview videos)
Search Tab	✅ (banner)
Today Tab	✅ (editorial-style)

Andromeda Creative Similarity Score (Meta)

Meta's Andromeda engine (launched October 2025) clusters ads with >60% similarity and suppresses delivery of near-identical creatives (Confect; Meta Engineering). 100 minor variations (color swaps, small text changes) perform no better than 10 genuinely distinct creatives. Evaluate:

Are creatives genuinely diverse in concept, angle, and format?
Flag accounts relying on iterative variations rather than distinct concepts
Recommend testing fundamentally different hooks, formats, and value propositions

Symphony Automation Awareness (TikTok, 2025)

TikTok's Symphony AI (2025) generates creative variations from product URLs. Assess:

Whether account uses AI-generated vs original creatives
Quality and performance comparison of Symphony vs manual creatives
Impact on creative refresh strategy (Symphony can accelerate iteration)

Creative Health Scoring Weights

Format Diversity:      25%  ████████░░
Fatigue Signals:       25%  ████████░░
Platform Compliance:   20%  ██████░░░░
Refresh Cadence:       15%  █████░░░░░
Volume:                15%  █████░░░░░

Grade: A (90-100), B (75-89), C (60-74), D (40-59), F (<40).

Creative Check IDs

ID	Check	Severity
CR-01	Format diversity: >=3 formats per platform	High
CR-02	Creative volume: meets platform minimums	High
CR-03	Fatigue detection: CTR/engagement declining past thresholds	Critical
CR-04	Refresh cadence: within platform-recommended cycle	High
CR-05	Platform compliance: specs, safe zones, text limits	Critical
CR-06	Hook quality: first 1-5s engagement (video) or headline impact (static)	High
CR-07	UGC ratio: UGC/testimonial content tested on Meta and TikTok	Medium
CR-08	Video specs: codec, resolution, aspect ratio per platform	Medium
CR-09	Safe zone compliance: critical elements within 900x1000px usable area	Medium
CR-10	Andromeda diversity: genuinely distinct concepts, not iterative variations (Meta)	High

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)

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)