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
- Evaluate creative quality per platform
- Assess cross-platform creative consistency
- 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
- YouTube: video quality, hook, subtitles (see ads-youtube sub-skill)
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 |
| Google Search |
Every 8-12 weeks |
| Meta |
Every 2-4 weeks |
| LinkedIn |
Every 4-6 weeks |
| TikTok |
Every 5-7 days (fastest fatigue) |
| 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) |
❌ |
| Carousel |
❌ |
✅ |
✅ |
❌ |
❌ |
| Collection |
❌ |
✅ |
❌ |
❌ |
❌ |
| Document |
❌ |
❌ |
✅ |
❌ |
❌ |
| Shopping |
PMax, Shopping |
Catalog |
❌ |
Shop |
Shopping |
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)
