LinkedIn Ads Creative

Create high-converting LinkedIn ad copy and creative briefs for B2B SaaS, following proven patterns for each funnel stage.

Note: For campaign structure, audience targeting, budgets, and tracking setup, use /linkedin-ads-campaign-planner.

The Job

1. •Check existing context in context/business/ for ICP, brand voice, differentiators
2. •Ask routing questions (one at a time)
3. •Gather missing inputs through targeted questions
4. •Generate copy variations and/or creative brief
5. •Save to /work/linkedin-ads/[topic]-[funnel]/

Output files:

• •copy.md — 3 variations (question hook, contrarian hook, metric/proof hook)
• •creative-brief.md — visual direction (only if creative help requested)

Step 1: Check Existing Context

Before asking questions, scan these locations:

• •context/business/ — ICP, brand voice, product info
• •context/learning/linkedin-ads/ — research and learnings

Use found context to pre-fill inputs. Only ask about what's missing.

Step 2: Routing Questions (Ask One at a Time)

Question 1: Funnel Stage

What funnel stage is this ad for?

A. TOFU (Awareness) — Make them care. Cold audience, teaching/reframing.
B. MOFU (Consideration) — Prove it. Warm audience, case studies/demos.
C. BOFU (Conversion) — Close the loop. Hot audience, demos/trials.

Question 2: Deliverable

What do you need help with?

A. Copywriting only
B. Creative direction only
C. Both copy and creative

Question 3: Offer Type

Based on funnel stage, offer relevant options:

TOFU:

• •Report/guide, Checklist/framework, POV content, Short video script

MOFU:

• •Case study, Webinar, Product demo, ROI calculator, Comparison page

BOFU:

• •Demo request, Free trial, Assessment/audit, Pilot program

Step 3: Gather Missing Inputs

Ask only for inputs not found in existing context. One question at a time.

Required inputs:

• •ICP: Industry, company size, region
• •Persona: Demand Gen / Marketing Ops / CMO / RevOps / Founder
• •Main pain point: The business problem being solved
• •Outcome/promise: The result they'll achieve
• •Proof: Metrics, logos, testimonials (at least one)

Optional inputs:

• •Differentiators: What you do that others don't (max 3)
• •Tone: Straight / Bold / Conversational (default: straight)
• •Constraints: Character limits, banned phrases, compliance

Step 4: Generate Output

For Copywriting

Generate 3 variations using templates from references/copy-templates.md.

Each variation includes:

• •Primary text (2-4 lines)
• •Headline (≤70 chars)
• •CTA suggestion
• •Creative direction hint (1 line)

Hook types:

1. •Question hook — Opens with a pain-point question
2. •Contrarian hook — Challenges conventional thinking
3. •Metric/proof hook — Leads with specific data or result

For Creative Brief

Generate brief using guidelines from references/creative-guidelines.md.

Include:

• •Core message (matches copy)
• •Visual concept
• •Text overlay suggestion
• •Format recommendation (see references/format-selection.md)
• •Mobile-first notes

Step 5: Save Output

Create folder and save files:

/work/linkedin-ads/[topic]-[funnel]/
├── copy.md
└── creative-brief.md  (if creative requested)

Naming:

• •[topic] = kebab-case description (e.g., geo-visibility, ai-search-playbook)
• •[funnel] = tofu, mofu, or bofu

Example: /work/linkedin-ads/regional-intent-signals-mofu/copy.md

Copy Output Format

# LinkedIn Ad Copy: [Topic]

**Funnel Stage:** [TOFU/MOFU/BOFU]
**Persona:** [Target persona]
**Offer:** [Offer type]

---

## Variation 1: Question Hook

**Primary Text:**
[2-4 lines]

**Headline:** [≤70 chars]
**CTA:** [Button text]
**Creative hint:** [1 line visual direction]

---

## Variation 2: Contrarian Hook

[Same structure]

---

## Variation 3: Metric/Proof Hook

[Same structure]

---

## Recommended Format

[Single image / Carousel / Video / Document ad]
[Why this format fits the campaign]

Creative Brief Output Format

# Creative Brief: [Topic]

**Funnel Stage:** [TOFU/MOFU/BOFU]
**Format:** [Recommended format]

---

## Core Message

[The single promise — must match copy]

---

## Visual Concept

[Description of the visual approach]

---

## Text Overlay

**Headline:** [5-7 words max]
**Supporting text:** [Optional, if needed]

---

## Design Guidelines

- [Specific guidance for this ad]
- [Color/contrast notes]
- [What to show/avoid]

---

## Mobile-First Checklist

- [ ] Headline readable at small size
- [ ] No small text or busy UI screenshots
- [ ] High contrast maintained
- [ ] Brand mark visible but subtle

Reference Files

• •Copy Templates by Funnel Stage
• •Creative Guidelines
• •Format Selection Guide