ketzal88/meta-ads-creative

Meta Ads Creative Skill

Purpose

Create Meta ad creative that converts using research-driven development, the 6 Elements framework, and format fitting - matching your message to proven ad formats.

Core Philosophy: The best Meta ads don't look like ads. Lo-fi > polished. Authentic > produced. Native > interruptive.

When to Use

• Create ad creative for Meta campaigns
• Develop concepts for retargeting or cold audiences
• Generate multiple variations for A/B testing
• Transform testimonials into ad creative

Related Skills:

• hook-and-headline-writing - Optimizing Primary Text hooks
• opened-identity - Brand voice alignment
• social-content-creation - Organic content that can be boosted

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The Value Formula

Value = Dream Outcome x Perceived Likelihood / Time Delay x Effort

Every ad must communicate: (1) What transformation they want, (2) Will it work for them, (3) How long until results, (4) How hard is it.

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The 6 Elements of Ad Creative

Every Meta ad has 6 elements:

| Element | Purpose | Key Guidance | |---------|---------|--------------| | Media | Stop the scroll (80% of performance) | iPhone footage > professional. Faces > stock. | | Primary Text | Hook + body copy above media | First 125 chars show before "See More" | | Headline | Short promise below media | 5-8 words max | | Description | Secondary text below headline | Urgency, proof, or clarification | | CTA Button | Action button | "Learn More" (cold) / "Apply Now" (warm) | | Page | Landing destination | Message must match ad |

Load on-demand: references/6-elements-framework.md for detailed guidance on each element.

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The 4-Phase Workflow

Phase 1: Research

Goal: Understand audience language before writing.

Sources to mine:

• Testimonials and reviews (exact language)
• Support tickets and FAQs (objections)
• Reddit/Facebook groups (common questions)
• Competitor ads running 30+ days (proven angles)
• Top organic posts (what resonates)

Output: [Campaign]_Research.md with 10-20 insights and exact quotes.

Load on-demand: references/creative-research-methods.md for detailed research process. Load on-demand: references/audience-segments.md for OpenEd segment mapping.

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Phase 2: Copywriting

Goal: Transform research into compelling copy using proven formulas.

Match Awareness Level

| Level | Audience State | Copy Approach | |-------|----------------|---------------| | 1 - Unaware | Don't know problem exists | Lead with problem agitation | | 2 - Problem Aware | Know problem, not solutions | Validate + introduce solution | | 3 - Solution Aware | Know solutions, not you | Differentiate your approach | | 4 - Product Aware | Know you, haven't acted | Address objections, provide proof | | 5 - Fully Aware | Ready to act | Make offer irresistible |

OpenEd typical: Cold traffic = Level 1-2. Retargeted = Level 3-4. Email list = Level 4-5.

Write Hooks First

The hook is 80% of performance. Types: Stated (what you SAY), Visual (what they SEE), Audio (what they HEAR).

Load on-demand: hook-and-headline-writing skill has 15+ proven hook formulas with examples.

Body Copy Formulas

• PAS - Problem, Agitate, Solution
• AIDA - Attention, Interest, Desire, Action
• Before-After-Bridge - Current state, desired state, how to get there
• Testimonial - Quote, context, outcome, invitation

Output: [Campaign]_Copy_Variations.md with 5-10 variations per concept.

Load on-demand: references/copywriting-formulas.md for detailed formulas with examples.

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Phase 3: Format Selection

Goal: Match copy to the format that amplifies it best.

Lo-Fi Native Formats (High Performance)

| Format | Why It Works | Best For | |--------|--------------|----------| | Notes App | Looks like personal content | Problem-solution, starter packs | | Text-Over-Video | Story through text sequence | Transformations, permission | | Reddit/Tweet Screenshot | Discovery energy | Hot takes, personal stories | | Instagram Comment | Dialogue/Q&A feel | Addressing objections | | Meme Formats | Culturally native | Contrasts, humor | | Testimonial Card | Direct social proof | Warm audiences |

Format-Audience Matrix

| Audience Temp | Best Formats | |--------------|--------------| | Cold | Notes App, Meme, Text-Over-Video, Reddit/Tweet | | Warm | UGC, Testimonial, Carousel, Before/After | | Hot | Talking Head, Demo, Direct Offer |

Output: Select 3-5 formats per campaign.

Load on-demand: references/ad-formats-library.md for all formats with templates and examples.

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Phase 4: Assembly & Testing

Goal: Combine copy + format into complete concepts, then generate variations.

Document Each Concept

## Ad Concept: [Name]

**Format:** [Selected format]
**Audience:** [Segment] | **Awareness:** [Level 1-5]

**Media:** [Description]
**Primary Text:** [Full copy]
**Headline:** [5-8 words]
**Description:** [Secondary line]
**CTA:** [Button choice]
**Page:** [Landing destination]

Testing Variations

• Hook Testing: Same format, different opening lines (3-5 versions)
• Format Testing: Same message, different formats (3 versions)
• Angle Testing: Same format, different emotional angles (fear vs hope)

Naming Convention

[Campaign]_[Format]_[Hook Type]_[Variation] Example: OpenEd_NotesApp_StarterPack_V1

Output: [Campaign]_Ad_Concepts.md with complete concepts.

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Quality Checklist

Before finalizing any concept:

Copy:

• [ ] Hook stops scroll in first 3 seconds
• [ ] Value formula addressed
• [ ] Awareness level matched
• [ ] Sounds like real person, not corporate

Visual:

• [ ] Lo-fi/native feel
• [ ] Text readable on mobile
• [ ] Authentic, not stock

Strategic:

• [ ] Landing page message matches
• [ ] Clear next step for viewer

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OpenEd-Specific Notes

Brand Voice: Warm, empowering, not salesy. "We're here to help" not "Buy now."

Key Messages:

• Tuition-free access to resources
• Maintain educational freedom
• Support without judgment

Testimonials: Use real quotes verbatim. Match to audience segment. Get permission.

Compliance: No outcome guarantees. Follow Meta ad policies.

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References (Load On-Demand)

| Reference | Contents | |-----------|----------| | references/6-elements-framework.md | Detailed element guidance | | references/ad-formats-library.md | All formats with templates | | references/copywriting-formulas.md | PAS, AIDA, hooks, headlines | | references/creative-research-methods.md | Research process | | references/audience-segments.md | OpenEd segment mapping | | examples/ | Existing OpenEd concepts |

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Related Skills

• dude-with-sign-writer - One-liners for text-only ads (12 punchy patterns)
• hook-and-headline-writing - Hook formulas (extensive overlap, use for hook optimization)
• social-content-creation - Organic content that can become ads
• opened-identity - Brand voice framework
• ghostwriter - Authentic voice guidelines

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v1.1 (2026-01-23): Refactored for progressive disclosure. Detailed content moved to references.