meta-ads-creative

The saved excerpt is a snapshot from review. The external source remains the complete and most current version.

---
name: meta-ads-creative
description: Create high-converting Meta (Facebook/Instagram) ad creative using the 6 Elements framework, proven ad formats, and research-driven copywriting. Optimized for lo-fi, native-feeling ads that don't look like ads.
---

# Meta Ads Creative Skill

## Purpose

This skill creates Meta ad creative (Facebook/Instagram) that converts using **research-driven creative development**, the **6 Elements framework**, and **format fitting** - matching your message to proven ad formats that feel native to the feed.

**Core Philosophy:** The best Meta ads don't look like ads. They look like organic content that happens to have a compelling offer. Lo-fi > polished. Authentic > produced. Native > interruptive.

## When to Use This Skill

Use this skill when you need to:
- Create ad creative for Meta (Facebook/Instagram) campaigns
- Develop ad concepts for retargeting or cold audiences
- Generate multiple ad variations for A/B testing
- Transform testimonials or content into ad creative
- Apply proven formats to new messaging

**Use in conjunction with:**
- `hook-and-headline-writing` - For optimizing Primary Text hooks
- `opened-identity` - For brand voice and messaging alignment
- `social-content-creation` - For organic content that can be boosted

**Do NOT use for:**
- Google/YouTube ads (different format requirements)
- Organic social posts (use `social-content-creation` instead)
- Email campaigns (different copywriting approach)

---

## The Meta Ads Value Formula

**Value = Dream Outcome × Perceived Likelihood / Time Delay × Effort**

Every ad must communicate:
1. **Dream Outcome** - What transformation do they want?
2. **Perceived Likelihood** - Will this actually work for them?
3. **Time Delay** - How long until they get results?
4. **Effort Required** - How hard is this to do?

**Maximize numerator (Dream Outcome × Likelihood), minimize denominator (Time × Effort).**

---

## The 6 Elements of Ad Creative

Every Meta ad has 6 elements. Master each one:

### 1. Media (The Visual)
The image or video that stops the scroll. This is 80% of performance.

**Media Types:**
- **Static Image:** Single photo or graphic
- **Video:** UGC, text-over-video, testimonial, demo
- **Carousel:** Multiple images/videos user swipes through
- **Slideshow:** Auto-playing image sequence

**Lo-Fi Media Principles:**
- iPhone footage > professional production
- Natural lighting > studio lighting
- Authentic settings > staged environments
- Faces and people > stock graphics
- Text overlays that look native > polished graphics

### 2. Primary Text (Above the Media)
The copy that appears above your media. This is your hook + body copy.

**Structure:**
```
[HOOK - 1-2 sentences that stop the scroll]

[BODY - Expand on the hook, build desire, address objections]

[BRIDGE - Connect to the offer/CTA]
```

**Character Limits:**
- First 125 characters show before "See More"
- Total: Up to 2,200 characters (but shorter often better)

### 3. Headline (Below the Media)
Short, punchy text below the image/video. Often the "promise."

**Best Practices:**
- 5-8 words maximum
- Clear benefit or outcome
- Curiosity or specificity works best
- Examples: "Homeschooling Made Possible" / "No-Cost Personalized Education"

### 4. Description (Below Headline)
Secondary text under headline. Often underutilized.

**Uses:**
- Deadline/urgency: "Apply for Fall 2025"
- Social proof: "Join 5,000+ families"
- Clarification: "No experience needed"
- Offer detail: "Free application, no commitment"

### 5. CTA Button
The action button. Choose from Meta's options:

**Best for Education/Programs:**
- "Learn More" - Low commitment, good for cold traffic
- "Apply Now" - Higher intent, good for warm/retargeted traffic
- "Sign Up" - For newsletter/lead magnet offers
- "Get Offer" - For specific promotions

### 6. Page (Landing Page)
Where users go when they click. Critical for conversion.

**Landing Page Principles:**
- Message match: Landing page headline should mir