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

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.

The 6 Elements of Ad Creative

Every Meta ad has 6 elements:

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

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.

Phase 2: Copywriting

Goal: Transform research into compelling copy using proven formulas.

Match Awareness Level

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.

Phase 3: Format Selection

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

Lo-Fi Native Formats (High Performance)

Format-Audience Matrix

Output: Select 3-5 formats per campaign.

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

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.

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

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.

References (Load On-Demand)

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

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