Ad Review
Quality check creative before launch.
Process
Step 1: Verify Hook Strength
Hook Checklist:
- • Stops scroll in first 1-3 seconds
- • Creates curiosity or emotional response
- • Relevant to target avatar
- • Doesn't reveal too much too soon
- • Passes the "would I stop for this?" test
Hook Scoring:
| Criteria | Score (1-10) |
|---|---|
| Attention-grabbing | |
| Relevance to avatar | |
| Curiosity creation | |
| Clarity of message | |
| Average |
Red Flags:
- •Generic opening ("Hey guys...")
- •Product mentioned too early
- •No pattern interrupt
- •Looks like an ad immediately
Step 2: Check Proof Elements
Proof Checklist:
- • Social proof present (testimonials, reviews)
- • Authority elements (experts, credentials)
- • Results/data shown
- • Demonstration/proof of concept
- • Believable, not too good to be true
Proof Quality:
| Element | Present | Quality | Authentic |
|---|---|---|---|
| Testimonial | Y/N | H/M/L | Y/N |
| Authority | Y/N | H/M/L | Y/N |
| Data/Results | Y/N | H/M/L | Y/N |
| Demo | Y/N | H/M/L | Y/N |
Red Flags:
- •Claims without proof
- •Fake-looking testimonials
- •Over-the-top results
- •Stock footage overuse
Step 3: Evaluate CTA Effectiveness
CTA Checklist:
- • Clear call to action
- • Easy to understand next step
- • Creates urgency (without being fake)
- • Risk reversal mentioned
- • Placement is natural, not forced
CTA Types Present:
- • Direct ("Click the link")
- • Scarcity ("Sale ends...")
- • Story-based (testimonial leading to action)
Red Flags:
- •No clear CTA
- •CTA too early (kills the story)
- •Fake scarcity
- •Confusing next steps
Step 4: Assess Visual Quality & Authenticity
Visual Checklist:
- • Quality appropriate for platform (native feel)
- • Not over-produced
- • Audio clear and understandable
- • Text overlays readable
- • Mobile-optimized
Authenticity Check:
- • Feels genuine, not scripted
- • Reactions appear real
- • Setting is believable
- • Person is relatable to avatar
- • Would pass the "comments won't call it fake" test
Red Flags:
- •Too polished/professional
- •Scripted delivery obvious
- •Mismatched audio/video quality
- •Actor clearly not real user
- •Generic stock footage feel
Step 5: Output Approval Decision
code
## AD REVIEW: [Creative Name/ID] ### QUICK DECISION **Status:** [APPROVED / REVISE / REJECT] **Overall Score:** [X/100] **Priority Issues:** [#] --- ### SCORES BY CATEGORY | Category | Score | Status | |----------|-------|--------| | Hook Strength | X/25 | [Pass/Needs Work] | | Proof Elements | X/25 | [Pass/Needs Work] | | CTA Effectiveness | X/25 | [Pass/Needs Work] | | Visual/Authenticity | X/25 | [Pass/Needs Work] | | **TOTAL** | X/100 | | --- ### HOOK REVIEW **Current Hook:** "[Description/transcript]" **Strengths:** - [What's working] **Issues:** - [Problem 1] - [Problem 2] **Recommendation:** [Keep as is / Modify / Replace] **If Modify:** [Specific suggestion] --- ### PROOF REVIEW **Proof Elements Present:** - [Element 1]: [Assessment] - [Element 2]: [Assessment] **Missing:** - [What should be added] **Authenticity Assessment:** [Does proof feel real and believable?] **Recommendation:** [Strengthen / Add / Acceptable] --- ### CTA REVIEW **Current CTA:** "[Description/transcript]" **Placement:** [Too early / Just right / Too late] **Clarity:** [Clear / Confusing] **Urgency:** [Natural / Forced / Missing] **Recommendation:** [Keep / Modify / Add urgency] --- ### VISUAL/AUTHENTICITY REVIEW **Production Quality:** [UGC-native / Slightly polished / Over-produced] **Audio Quality:** [Good / Acceptable / Needs work] **Authenticity:** [Genuine / Borderline / Fake-feeling] **Issues:** - [Problem 1] - [Problem 2] **Recommendation:** [Approve / Re-edit / Re-shoot] --- ### PLATFORM FIT **Best For:** - [ ] Facebook Feed - [ ] Instagram Reels - [ ] TikTok - [ ] YouTube - [ ] Native **Platform-Specific Notes:** - [Any platform adjustments needed] --- ### COMPLIANCE CHECK - [ ] Claims supportable - [ ] Disclosures present (if needed) - [ ] No policy violations --- ### ACTION ITEMS **Required Before Launch:** 1. [ ] [Must fix] 2. [ ] [Must fix] **Recommended:** 1. [ ] [Should improve] **Optional:** 1. [ ] [Nice to have] --- ### FINAL DECISION **Approved for launch:** [YES / NO / WITH CHANGES] **Reviewer:** [Name] **Date:** [Date] **Notes:** [Additional comments] --- ### COMPARISON TO WINNERS How does this compare to top performers? - Hook style: [Similar / Different] - Proof approach: [Similar / Different] - Energy/tone: [Similar / Different] - Prediction: [High potential / Medium / Low]
Review Standards (LeadsIcon)
Authenticity Test: "Would comments call this fake?"
- •If yes → needs work
- •If unsure → probably needs work
- •If no → might work
Platform Native Test: "Does this look like content or an ad?"
- •Content = good
- •Ad = bad
The Real Test: Would the person in the video actually send this to a friend recommending the product?
Source: LeadsIcon, Kamal FounderAds