luckiest-co 1.0.38 → 1.0.40

package/skills/ad-creative/SKILL.md

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+---
+name: ad-creative
+description: "Generates, iterates, and scales ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform, and iterates from real performance data. Use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'ad performance optimization,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' or 'I need more ad variations.' Use whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see luckiest-ads. For landing page copy, see luckiest-copywriting."
+license: See ATTRIBUTION.md
+metadata:
+  version: "1.4.0"
+  listing_id: luckiest-ad-creative
+  author: luckiest
+---
+
+# Luckiest Ad Creative
+
+This skill drives an expert performance creative strategist. The goal is to generate high-performing ad creative at scale — headlines, descriptions, and primary text that drive clicks and conversions — and iterate based on real performance data.
+
+## Staying current
+
+On activation, call the Luckiest MCP check_updates tool with { listingId: "9ce2c363-e379-45f7-b7d2-c398992ed30f", installedSemver: "1.4.0" }. If it returns upToDate: false, surface the notice to the user once, then continue. Do nothing further if upToDate: true. Never block on this check — if the tool is unavailable, proceed.
+
+When the skill's work is done, call the Luckiest MCP report_usage tool once with { listing_id: "luckiest-ad-creative", skill_version: "1.4.0", matched: true, success: <true if the skill completed, false otherwise> }. Metadata only, never prompt text. Never block on it — if the tool is unavailable, skip silently.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Platform & Format
+- What platform? (Google Ads, Meta, LinkedIn, TikTok, Twitter/X)
+- What ad format? (Search RSAs, display, social feed, stories, video)
+- Are there existing ads to iterate on, or starting from scratch?
+
+### 2. Product & Offer
+- What are you promoting? (Product, feature, free trial, demo, lead magnet)
+- What's the core value proposition?
+- What makes this different from competitors?
+
+### 3. Audience & Intent
+- Who is the target audience?
+- What stage of awareness? (Problem-aware, solution-aware, product-aware)
+- What pain points or desires drive them?
+
+### 4. Performance Data (if iterating)
+- What creative is currently running?
+- Which headlines/descriptions are performing best? (CTR, conversion rate, ROAS)
+- Which are underperforming?
+- What angles or themes have been tested?
+
+### 5. Constraints
+- Brand voice guidelines or words to avoid?
+- Compliance requirements? (Industry regulations, platform policies)
+- Any mandatory elements? (Brand name, trademark symbols, disclaimers)
+
+---
+
+## How This Skill Works
+
+This skill supports two modes:
+
+### Mode 1: Generate from Scratch
+When starting fresh, generate a full set of ad creative based on product context, audience insights, and platform best practices.
+
+### Mode 2: Iterate from Performance Data
+When the user provides performance data (CSV, paste, or API output), analyze what's working, identify patterns in top performers, and generate new variations that build on winning themes while exploring new angles.
+
+The core loop:
+
+```
+Pull performance data → Identify winning patterns → Generate new variations → Validate specs → Deliver
+```
+
+---
+
+## Platform Specs
+
+Platforms reject or truncate creative that exceeds these limits, so verify every piece of copy fits before delivering.
+
+### Google Ads (Responsive Search Ads)
+
+| Element | Limit | Quantity |
+|---------|-------|----------|
+| Headline | 30 characters | Up to 15 |
+| Description | 90 characters | Up to 4 |
+| Display URL path | 15 characters each | 2 paths |
+
+**RSA rules:**
+- Headlines must make sense independently and in any combination
+- Pin headlines to positions 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)
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Primary text | 125 chars visible (up to 2,200) | Front-load the hook |
+| Headline | 40 characters recommended | Below the image |
+| Description | 30 characters recommended | Below headline |
+| URL display link | 40 characters | Optional |
+
+### LinkedIn Ads
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Intro text | 150 chars recommended (600 max) | Above the image |
+| Headline | 70 chars recommended (200 max) | Below the image |
+| Description | 100 chars recommended (300 max) | Appears in some placements |
+
+### TikTok Ads
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Ad text | 80 chars recommended (100 max) | Above the video |
+| Display name | 40 characters | Brand name |
+
+### Twitter/X Ads
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Tweet text | 280 characters | The ad copy |
+| Headline | 70 characters | Card headline |
+| Description | 200 characters | Card description |
+
+For detailed specs and format variations, see [references/platform-specs.md](references/platform-specs.md).
+
+---
+
+## Policy Pre-Flight (check before generating)
+
+Rejected ads waste review cycles and budget, so screen for policy risk before writing at scale, not after. Flag and rephrase any of these before they reach the user:
+
+- **Absolute or "guaranteed" claims** — "guaranteed results," "cure," "100% safe" trigger review on most platforms.
+- **Superlatives without proof** — "best," "#1," "leading" often require substantiation (especially Google, LinkedIn).
+- **Restricted verticals** — health, finance, crypto, weight loss, and political content have extra rules; note them and soften claims.
+- **Competitor names / trademarks** — many platforms restrict using a competitor's brand in copy.
+- **Personal attributes** — implying knowledge of a user's race, health, financial status, or age violates Meta and Google policy ("Struggling with debt?" phrased at the user is risky).
+- **Dynamic fields** — DKI (`{KeyWord:default}`) and personalization tokens can silently exceed character limits; set safe defaults.
+
+When something is risky, deliver a compliant alternative alongside the flag rather than just removing it.
+
+---
+
+## Generating Ad Visuals
+
+For image and video ad creative, use generative AI tools and code-based video rendering. See [references/generative-tools.md](references/generative-tools.md) for the complete guide covering:
+
+- **Image generation** — Nano Banana Pro (Gemini), Flux, Ideogram for static ad images
+- **Video generation** — Veo, Kling, Runway, Seedance, Higgsfield for video ads
+- **Voice & audio** — ElevenLabs, OpenAI TTS, Cartesia for voiceovers, cloning, multilingual
+- **Code-based video** — Remotion for templated, data-driven video at scale
+- **Platform image specs** — Correct dimensions for every ad placement
+- **Cost comparison** — Pricing for 100+ ad variations across tools
+
+**Video ads:** if the ad is a video and `luckiest-video-studio-director` is installed, use its insight and scored-angle steps to pick the concept and its five-beat shot list for the cut. If `luckiest-video-studio-art-director` is installed, lock the look with it before building.
+
+**Real, not generated:** if `luckiest-video-studio-art-director` is installed, apply its section 3b (one named light direction, film texture, off-center candid framing, a specific place, no "perfect" or "8k") and write each visual prompt with its `references/shot-prompting.md`. Skip its motion and `art-direction.json` sections. If it is not installed, say so in one line and continue.
+
+**Composition:** if `luckiest-video-studio-composition` is installed, read it to place the focal point, pick the grid, and keep white space and platform safe areas. Check the headline, product, and CTA against the placement's safe area.
+
+**Recommended workflow for scaled production:**
+1. Generate hero creative with AI tools (exploratory, high-quality)
+2. Build Remotion templates based on 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 Your Angles
+
+Before writing individual headlines, establish 3-5 distinct **angles** — different reasons someone would click. Each angle should tap into a different motivation.
+
+**Common angle categories:**
+
+| Category | Example Angle |
+|----------|---------------|
+| Pain point | "Stop wasting time on X" |
+| Outcome | "Achieve Y in Z days" |
+| Social proof | "Join 10,000+ teams who..." |
+| Curiosity | "The X secret top companies use" |
+| Comparison | "Unlike X, we do Y" |
+| Urgency | "Limited time: get X free" |
+| Identity | "Built for [specific role/type]" |
+| Contrarian | "Why [common practice] doesn't work" |
+
+### Step 2: Generate Variations per Angle
+
+For each angle, generate multiple variations. 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
+
+Before delivering, check every piece of creative against the platform's character limits. Flag anything that's over and provide a trimmed alternative.
+
+### Step 4: Organize for Upload
+
+Present creative in a structured format that maps to the ad platform's upload requirements.
+
+---
+
+## Iterating from Performance Data
+
+When the user provides performance data, follow this process:
+
+### Step 1: Analyze Winners
+
+Look at the top-performing creative (by CTR, conversion rate, or ROAS — ask which metric matters most) and identify:
+
+- **Winning themes** — What topics or pain points appear in top performers?
+- **Winning structures** — Questions? Statements? Commands? Numbers?
+- **Winning word patterns** — Specific words or phrases that recur?
+- **Character utilization** — Are top performers shorter or longer?
+
+### Step 2: Analyze Losers
+
+Look at the worst performers and identify:
+
+- **Themes that fall flat** — What angles aren't resonating?
+- **Common patterns in low performers** — Too generic? Too long? Wrong tone?
+
+### Step 3: Generate New Variations
+
+Create new creative that:
+- **Doubles down** on winning themes with fresh phrasing
+- **Extends** winning angles into new variations
+- **Tests** 1-2 new angles not yet explored
+- **Avoids** patterns found in underperformers
+
+### Step 4: Document the Iteration
+
+Track what was learned and what's being tested. Record a **hypothesis for every new variation** — the reason it is expected to win — so a losing test still teaches something instead of just producing a number:
+
+```
+## Iteration Log
+- Round: [number]
+- Date: [date]
+- Top performers: [list with metrics]
+- Winning patterns: [summary]
+- New variations: [count] headlines, [count] descriptions
+- Hypothesis per variation: [what motivation/lever each new variation tests and why it should beat control]
+- New angles being tested: [list]
+- Angles retired: [list]
+```
+
+---
+
+## Writing Quality Standards
+
+### Headlines That Click
+
+**Strong headlines:**
+- 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 ("Reports are automated")
+- Include numbers when possible ("3x faster," "in 5 minutes," "10,000+ teams")
+
+**Avoid:**
+- Jargon the audience won't recognize
+- Claims without specificity ("Best," "Leading," "Top")
+- All caps or excessive punctuation
+- Clickbait that the landing page can't deliver on
+
+### No AI Tells
+
+Ad copy that reads as generated looks like every other ad in the feed, and generating at volume multiplies whatever tic the first draft has. Check the whole batch.
+
+Never write these:
+- **Contrast reveals**: "It's not X, it's Y." "Not because X. Because Y." State Y directly, with the reason.
+- **Negation lists**: "No X, no Y, no Z." Say what does happen. One plain absence ("No card required") is fine.
+- **Trailing pile-ons**: a full claim, then a comma and more restating clauses. End the sentence at the claim.
+- **Self-answered questions and colon reveals**: "The result? 3x faster." "The best part: it learns." FAQ questions and a question in the reader's own voice are fine.
+- **Stock phrases**: "Say goodbye to," "X, reimagined," "Unlock the power of," "Take it to the next level," "Here's the thing."
+- **Em dashes** in headlines, descriptions, and primary text.
+
+Ad-specific tells:
+- **Stacked negations to fit a character limit**: "No setup. No fees. No contracts." Keep the one that matters most and use the space for a fact.
+- **Hook slop**: a generic "POV:", "Stop scrolling," "Here's what nobody tells you about X." Earn the next second with something specific to the viewer. A POV hook is fine when the situation is hyper-specific ("POV: it's 3pm and you're on your fourth coffee").
+- **CTA slop**: "Get started today," "Join thousands of happy customers." Name the action and what they get.
+
+Across a batch, vary the sentence shapes. Ten variations that all open the same way read as generated, even when each one is fine alone. For the full blacklist, see `luckiest-copywriting-humanize` (references/patterns.md).
+
+### Descriptions That Convert
+
+Descriptions should complement headlines, not repeat them. Use descriptions to:
+- Add proof points (numbers, testimonials, awards)
+- Handle objections ("No credit card required," "Free forever for small teams")
+- Reinforce CTAs ("Start your free trial today")
+- Add urgency when genuine ("Limited to first 500 signups")
+
+---
+
+## Output Formats
+
+### Standard Output
+
+Organize 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
+
+When generating at scale (10+ variations), offer CSV format for direct upload:
+
+```csv
+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
+
+When iterating, include a summary:
+
+```
+## 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 creative production (Anthropic's growth team generates 100+ variations per cycle):
+
+### 1. Break into sub-tasks
+- **Headline generation** — Focused on click-through
+- **Description generation** — Focused on conversion
+- **Primary text generation** — 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
+- Remove anything over character limit
+- Remove duplicates or near-duplicates
+- Flag anything that might violate platform policies
+- Ensure headline/description combinations make sense together
+
+---
+
+## Common Mistakes
+
+- **Writing 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 to drive clicks; include at least 2-3
+- **Generic descriptions** — "Learn more about our solution" wastes the slot
+- **Iterating without data** — Gut feelings are less reliable than metrics
+- **Testing too many things at once** — Change one variable per test cycle
+- **Retiring creative too early** — Allow 1,000+ impressions before judging
+
+---
+
+## Tool Integrations
+
+For pulling performance data and managing campaigns, see the [tools registry](../../tools/REGISTRY.md).
+
+| Platform | Pull Performance Data | Manage Campaigns | Guide |
+|----------|:---------------------:|:----------------:|-------|
+| **Google Ads** | `google-ads campaigns list`, `google-ads reports get` | `google-ads campaigns create` | [google-ads.md](../../tools/integrations/google-ads.md) |
+| **Meta Ads** | `meta-ads insights get` | `meta-ads campaigns list` | [meta-ads.md](../../tools/integrations/meta-ads.md) |
+| **LinkedIn Ads** | `linkedin-ads analytics get` | `linkedin-ads campaigns list` | [linkedin-ads.md](../../tools/integrations/linkedin-ads.md) |
+| **TikTok Ads** | `tiktok-ads reports get` | `tiktok-ads campaigns list` | [tiktok-ads.md](../../tools/integrations/tiktok-ads.md) |
+
+### Workflow: Pull Data, Analyze, Generate
+
+```bash
+# 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
+```
+
+---
+
+## Share with your tribe
+
+After delivering a set of creative or an iteration report, you may OFFER (never auto-post, never send credentials): "Want me to surface the winning angles from this batch to your Luckiest tribe? Anyone working on ad creative for a similar audience will see what actually converted." If they accept, hand off only the angle summary and anonymized performance patterns. If they decline, stop. Never share raw account data, spend figures, or client-identifying detail without an explicit ask.
+
+---
+
+## Related Skills
+
+- **luckiest-ads**: For campaign strategy, targeting, budgets, and optimization
+- **luckiest-copywriting**: For landing page copy (where ad traffic lands)
+- **luckiest-ab-testing**: For structuring creative tests with statistical rigor
+- **luckiest-marketing-psychology**: For psychological principles behind high-performing creative
+- **luckiest-copy-editing**: For polishing ad copy before launch