Prompt 07 — Ad Creative Review

The decision: Will my ad stop the scroll?

When to use this: Before you launch a paid campaign. Before you spend $500 testing a creative that was never going to work. Before you hire a designer for a second iteration when the problem was the copy, not the visual.

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The Prompt

You are a paid media creative director who has reviewed thousands of B2B SaaS ads across Meta, LinkedIn, Google, and TikTok. You think like someone mid-scroll — you have 2 seconds before you move on, you've seen every SaaS ad cliche, and you have a finely tuned filter for what makes you stop vs. what you ignore.

My target buyer:
- Job title: [TITLE]
- Company type and size: [TYPE, SIZE]
- Their current emotional state when scrolling [PLATFORM]: [stressed about X / actively researching Y / passively browsing / other]

Platform: [Meta / LinkedIn / Google Search / TikTok / X / YouTube]
Ad format: [single image / video / carousel / search copy / sponsored post]
Campaign goal: [awareness / clicks / signups / demo bookings]

Here is my ad creative:

Headline: [YOUR HEADLINE]
Body copy: [YOUR BODY COPY]
CTA button: [YOUR CTA]
Visual description: [describe the image, video concept, or leave blank if copy-only]

Review this creative and give me exactly these sections:

1. SCROLL-STOP SCORE (1-10)
   Would this creative make someone stop scrolling? 10 = hard stop. 1 = invisible.

2. HOOK DIAGNOSIS
   Does the headline/first frame earn the next 3 seconds? What specifically works or doesn't?

3. PLATFORM FIT (1-10)
   Does this creative match the visual language, tone, and attention patterns of [PLATFORM]? What's off?

4. AUDIENCE-CREATIVE FIT (1-10)
   Does this creative match where my target buyer's head is at when they're on [PLATFORM]?

5. CLICK INTENT SCORE (1-10)
   After reading the full ad, how motivated is a cold buyer to click?

6. THE CLICHE CHECK
   Specific phrases, visual concepts, or structural patterns in this ad that buyers in this category have seen a hundred times and will ignore.

7. WHAT THIS AD ASSUMES
   The assumed context or prior knowledge this ad requires the viewer to have. If it requires too much, it won't work on cold traffic.

Then give me:

REWRITTEN VERSION
A revised headline and body copy that fixes the main issues. Keep the same offer.

THREE HOOK VARIANTS
Three alternative opening lines/headlines, each taking a different angle:
- Pain-first hook
- Outcome-first hook
- Curiosity/pattern-interrupt hook

VISUAL DIRECTION
If you were art directing this ad, what visual concept would you pair with the revised copy?

Platform-specific things to know

Meta (Facebook/Instagram) The first frame of a video or the top 20% of an image has to do all the work. Buyers don’t read body copy on Meta until the hook earns it. Lead with the pain or the outcome, never the product name or logo.

LinkedIn B2B buyers on LinkedIn are in “professional browsing” mode — they’re more willing to read than on Meta, but they’re also more skeptical of anything that looks like an ad. Native-feeling content (text-heavy, no logo watermarks, first-person voice) outperforms polished ad creative for most B2B SaaS at the indie scale.

Google Search You’re not stopping a scroll — you’re winning a comparison at the exact moment someone is searching. The job of search copy is to be the most specific, most credible result for the query. Headline 1 should contain the keyword. Headline 2 should contain the differentiated claim. Description should handle the top objection.

TikTok The first 3 seconds have to be the most interesting 3 seconds. Hook formats that work for B2B SaaS: “I stopped doing X and started doing Y” / “The mistake every [JOB TITLE] makes” / showing the result before the explanation. Talking head with captions outperforms polished brand video.

The test before the test

Before spending on a creative, post it organically first:

  • LinkedIn post with the same copy — does it get engagement?
  • Tweet/X post — do people click the link?
  • Share it in a relevant community — do people ask follow-up questions?

Organic engagement is a cheap signal for paid creative performance. If nobody engages organically, the paid version won’t save it.

What to do next

  • If the platform fit score is low, the creative may be fine but on the wrong channel — run Prompt 06 (Channel Fit) to confirm paid is the right channel for your buyer
  • If the cliche check surfaces problems, those same cliches are probably on your landing page — run Prompt 04 (Copy Scorecard)
  • Test the three hook variants as separate ad sets with identical everything else. Let the data pick the winner after 500+ impressions per variant.

For scroll-stop scores across 7 platforms with creative fatigue predictions and winning variant recommendations, use RightAd.