Ads Create: Campaign Concept & Copy Brief Generator
Generates structured campaign concepts and platform-specific copy from your brand profile and optional audit data. Outputs campaign-brief.md for use by /ads generate.
Quick Reference
| Command | What it does |
|---|---|
/ads create | Full campaign brief → campaign-brief.md |
/ads create --platforms meta google | Brief for specific platforms only |
/ads create --objective leads | Brief optimized for lead generation |
Process
Step 1: Check for Brand Profile
Look for brand-profile.json in the current directory.
- Found: Load and proceed.
- Not found: Ask the user: "I don't see a brand-profile.json in this directory. Would you like to: Run
/ads dna <url>first to extract brand DNA automatically Describe your brand manually (I'll create a basic profile from your description)"
If the user chooses manual, collect:
- Brand name and website
- Primary color (or "unsure")
- 3 words that describe the brand voice
- Target audience (age, role, key pain point)
- Main product/service offering
Step 2: Check for Audit Results
Look for ADS-AUDIT-REPORT.md or any *-audit-results.md in the current directory.
- Found: Read them. Note the top 3 weaknesses (creative fatigue, tracking gaps, wasted spend) to address in concepts.
- Not found: Continue without. Note in the brief: "No audit data found; concepts are generalized. Run
/ads auditfor weakness-targeted concepts."
Step 3: Collect Campaign Parameters
If --platforms or --objective flags were provided in the command, use those values and skip the corresponding questions below.
Ask (combine into one message; omit any already provided via flags):
- Platforms: Which ad platforms? (Meta · Google · LinkedIn · TikTok · YouTube · Microsoft · All)
- Objective: Sales/Revenue · Leads/Demos · App Installs · Brand Awareness · Retargeting
- Offer or brief: Any specific offer, promotion, or message to highlight? (optional)
- Number of concepts: How many campaign concepts? (default: 3)
Step 4: Select Copy Framework
Read ads/references/copy-frameworks.md and recommend a framework based on campaign goal + platform + audience temperature:
| Framework | Best For |
|---|---|
| AIDA (Attention, Interest, Desire, Action) | Cold audiences, awareness campaigns |
| PAS (Problem, Agitate, Solve) | Pain-point products, problem-aware audiences |
| BAB (Before, After, Bridge) | Transformation offers, coaching, fitness |
| 4P (Promise, Picture, Proof, Push) | Direct response, high-intent audiences |
| FAB (Features, Advantages, Benefits) | Product-focused, comparison shoppers |
| Star-Story-Solution | Brand storytelling, warm audiences |
Include the selected framework name in campaign-brief.md for the copy-writer agent.
Step 5: Spawn Creative Agents in Sequence
Agents must run sequentially; copy-writer reads the file that creative-strategist writes, so running them in parallel creates a race condition on campaign-brief.md.
Step 5a; Spawn creative-strategist (Task tool): This agent creates campaign-brief.md and writes the strategic sections: ## Brand DNA Summary, ## Campaign Concepts, ## Image Generation Briefs, ## Next Steps.
Additional instructions for creative-strategist:
- For e-commerce businesses, also read
skills/ads-plan/assets/ecommerce-creative.mdand select the appropriate creative playbook (Product Launch, Sale/Promotion, Seasonal, Retargeting, Brand Awareness) - Include banana domain mode recommendations in each Image Generation Brief (Product, Editorial, Cinema, UI/Web, or Portrait)
Wait for creative-strategist to fully complete before continuing.
Step 5b; Spawn copy-writer (Task tool): After creative-strategist completes, spawn copy-writer. It reads the existing campaign-brief.md and appends the ## Copy Deck section with platform-specific headlines, primary text, and CTAs.
Additional instructions for copy-writer:
- Read
ads/references/copy-frameworks.mdand apply the selected framework structure to all ad copy - Generate 2 framework variants per platform: primary (recommended framework)
- secondary (alternative for A/B testing)
Wait for copy-writer to complete before proceeding to Step 6.
Step 6: Review and Present
After both agents complete, confirm campaign-brief.md exists and is complete.
Present a summary to the user:
✓ campaign-brief.md generated
Summary:
Concepts: [N] campaign concepts created
Platforms: [list]
Copy deck: Headlines, primary text, and CTAs for each concept × platform
Image briefs: [N] image generation briefs ready
Next steps:
1. Review campaign-brief.md and adjust any messaging
2. Run `/ads generate` to produce AI images from the briefs
3. Upload copy and assets to your ad platformscampaign-brief.md Format Specification
The following section headings are a parsing contract; agents downstream depend on these exact heading names.
# Campaign Brief: [brand_name]
**Generated:** [date]
**Website:** [website_url]
**Platforms:** [comma-separated list]
**Objective:** [objective]
**Concepts:** [N]
## Brand DNA Summary
[3-sentence synthesis of brand-profile.json: voice, visual identity, target audience]
## Audit Context
[If audit data found: top 3 weaknesses being addressed]
[If no audit data: "No audit data; run /ads audit for weakness-targeted concepts"]
## Campaign Concepts
### Concept 1: [Name]
**Hypothesis:** [why this will work; 1 sentence]
**Primary Message:** [core message; 1 sentence]
**Tone:** [voice reading from brand-profile.json]
**Visual Direction:** [2-3 sentences describing imagery]
**Target Platforms:** [platforms and rationale]
**CTA:** [call to action text]
**Addresses:** [audit finding or "general brand awareness"]
### Concept 2: [Name]
[same structure]
[repeat for all concepts]
## Copy Deck
[appended by copy-writer agent; headlines, primary text, CTAs per concept per platform]
## Image Generation Briefs
### Brief 1: [Concept Name]: [Platform]
**Prompt:** [exact generation prompt]
**Dimensions:** [WxH]
**Safe zone notes:** [constraint or "None"]
### Brief 2: [Concept Name]: [Platform]
**Prompt:** [exact generation prompt]
**Dimensions:** [WxH]
**Safe zone notes:** [constraint or "None"]
[one brief per concept × platform combination]
## Next Steps
1. Review all concepts and select which to move forward with
2. Run `/ads generate` to produce images from the briefs above
3. Adjust CTAs and offers in the copy deck for your specific promotion
4. Upload final assets to your ad platform managersQuality Gates
- Minimum 3 concepts (unless user requests fewer)
- Distinct angles: no two concepts share the same primary message angle
- Platform fit: concepts targeting TikTok must acknowledge vertical-only format and sound-on context
- Offer anchoring: if the user provided a specific offer, at least 1 concept must lead with it
- Image briefs: every concept must have at least one image brief per requested platform
Meta Andromeda Optimization
For Meta campaigns: recommend diverse creative concepts (different motivators, visual styles, messaging angles) to maximize Andromeda retrieval. Similarity Score >60% between ads triggers clustering and suppression.
Platform Character Limits
Verify platform character limits are current. Meta reduced headline display length on mobile in 2025.