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

• 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

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)