# Static Ad Template Library Fifteen structural templates for static (image) ad creative. Each is a layout framework with slots for brand-specific copy — the structure is proven; the inputs make it yours. Use these when generating static ad concepts at volume (Meta, Instagram, LinkedIn, display). Cycle through **all** templates rather than clustering on 2-3 favorites: template diversity is angle diversity, and the winner is usually not the one you'd have picked by hand. ## How to Use This Library 1. **Ground first.** Read the inputs corpus (winning ads, reviews, ad comments, brand voice) before generating anything. See "Grounded Inputs" in SKILL.md. 2. **Cycle templates.** For a batch of N concepts, spread across all 15 templates (3-4 variations each for a 50-concept batch). 3. **Fill slots from source material.** Every variation pulls its copy from a real review, a winning ad pattern, or an ad comment — and cites which one. 4. **Write the visual description.** Each concept includes enough visual direction that a designer or image-generation tool can produce it without guessing. ## Generation Rules - Every variation must include: **template name, headline copy, body copy, visual description, source grounding** - Source grounding = which review, winning ad, or comment this concept is based on - Never produce a variation without source grounding — no invented claims, stats, or testimonials - Pull copy directly from customer language whenever possible; don't paraphrase reviews into marketing-speak - Match the brand voice doc on tone, not generic direct-response voice - Real names, real stats, real quotes only — fabricated social proof is a compliance and trust violation --- ## The 15 Templates ### 1. Headline Statement Bold one-line claim. Single product hero shot. Minimal background. The headline does all the work. - **Structure**: One dominant text line (60%+ of visual weight), product image, logo small - **Copy slot**: One claim specific enough to stop the scroll - **DTC example**: "The last greens powder you'll ever buy." - **SaaS example**: "Close your books in 3 days, not 3 weeks." - **Source it from**: Your strongest winning-ad hook or the most repeated benefit in reviews ### 2. Us vs. Them Side-by-side comparison. Competitor or "old way" on the left (grayed out), your product on the right (full color). 4-6 comparison rows. - **Structure**: Two columns, check/cross marks per row, your side visually alive - **Copy slot**: Comparison rows — each row a real differentiator, not filler - **DTC example**: "Their multivitamin: 13 ingredients. Ours: 60." - **SaaS example**: "Spreadsheets: 6 hours a week. Us: 6 minutes." - **Source it from**: Reviews that mention switching, or comments comparing you to a competitor ### 3. Stat Callout One dominant number takes up 60% of the visual. Supporting context below. - **Structure**: Giant stat, one line of context, product or logo anchor - **Copy slot**: A real, defensible number — measurement beats superlative - **DTC example**: "97% of users feel a difference in 14 days." - **SaaS example**: "11 hours saved per rep, per week." - **Source it from**: Case studies, product analytics, or survey data — never invent the number ### 4. Review Card A five-star testimonial styled as a screenshotted product review. Reviewer name, star rating, date. - **Structure**: Looks like a native review UI (G2, Trustpilot, Amazon, App Store — match where your buyers read reviews) - **Copy slot**: A real review, verbatim — the artifact's credibility is its realism - **DTC example**: A Trustpilot card: "I've tried 6 of these. This is the only one I reordered." - **SaaS example**: A G2-styled card: "Killed 4 tools and replaced them with this." - **Source it from**: `inputs/reviews/` verbatim — with permission where the platform requires it ### 5. Testimonial Stack Three customer quotes arranged vertically, photo + name + one-line quote each. - **Structure**: Three short rows; quotes must be scannable in 2 seconds each - **Copy slot**: Three quotes covering *different* objections or benefits — not the same praise three times - **DTC example**: Three customers on results, taste, and convenience - **SaaS example**: Three roles (IC, manager, exec) each praising their own outcome - **Source it from**: Reviews — pick for coverage, not just enthusiasm ### 6. Before / After Split image with arrow between. Transformation framing — product results, workflow, or visual proof. - **Structure**: Two panels, arrow or divider, minimal copy labeling each state - **Copy slot**: Label the states in the customer's words ("Sunday-night spreadsheet dread" → "Reports send themselves") - **DTC example**: Skin, energy, space — the classic visual transformation - **SaaS example**: Cluttered 6-tab workflow → one clean dashboard - **Compliance note**: Before/after claims are regulated in health, finance, and beauty — verify platform policy before using - **Source it from**: Transformation language in reviews ("I used to X, now I Y") ### 7. Problem / Solution Pain point on top (text or image), product as the answer below. - **Structure**: Two zones — tension above, relief below - **Copy slot**: The pain in the customer's exact words, then the product's one-line answer - **DTC example**: "Tired of 6 supplements every morning?" → one scoop visual - **SaaS example**: "Your CRM knows nothing about product usage." → integration screenshot - **Source it from**: The most common pain phrasing in `inputs/reviews/` — verbatim beats paraphrase ### 8. Founder Message Handwritten-style or plain-text note from the founder. Conversational, personal tone. - **Structure**: Note-style layout, founder name/photo, no product glamour shot - **Copy slot**: "I built this because..." — one honest paragraph, no marketing polish - **DTC example**: "Hey — I made this because every 'healthy' snack was secretly candy." - **SaaS example**: "I ran RevOps for 6 years. This is the tool I kept wishing existed." - **Source it from**: The actual founding story — this template collapses if fabricated ### 9. Feature Spotlight (Ingredient Spotlight) Product hero in the center, 4-6 callout boxes around the edges highlighting key components. - **Structure**: Center image, radiating callouts, each callout 3-6 words - **Copy slot**: The components buyers actually ask about — not your full feature list - **DTC example**: Product bottle with callouts per key ingredient and what it does - **SaaS example**: Dashboard screenshot with callouts on the 4 features reviews mention most - **Source it from**: Which features/ingredients appear most in reviews and comments ### 10. Press Mention "As seen in" with publication logos and a pull quote. - **Structure**: Logo row + one strong quote + product anchor - **Copy slot**: A real quote from real coverage - **DTC example**: "The category's first genuinely new idea in years." — [publication] - **SaaS example**: Analyst or industry-newsletter quote with the outlet's logo - **Compliance note**: Only use logos of outlets that actually covered you; check their logo-usage terms - **Source it from**: Actual press, podcasts, newsletters, or analyst mentions ### 11. Lifestyle Hero Product in use in a real environment. Minimal copy. Aspirational, not salesy. - **Structure**: One photograph does the work; a short line and logo at most - **Copy slot**: 5-8 words, identity-flavored ("Mornings, handled.") - **DTC example**: Product on a kitchen counter mid-routine - **SaaS example**: The tool on-screen in a real work moment (standup, close call, ship day) - **Source it from**: Winning ads' visual patterns; identity language in reviews ### 12. Numbered List "5 reasons [audience] are switching to [brand]." Icons next to each point. - **Structure**: Numbered rows, icon + short line each, product anchor at bottom - **Copy slot**: Each reason a distinct angle — pain, outcome, proof, differentiator, price - **DTC example**: "5 reasons runners switched to [brand] this year" - **SaaS example**: "4 reasons finance teams are leaving [legacy tool]" - **Source it from**: Aggregate the most common switching reasons across reviews ### 13. FAQ Card A common objection as the question, answered directly. - **Structure**: Question prominent, answer concise, product anchor - **Copy slot**: The objection *as customers phrase it* — the recognition is the hook - **DTC example**: "But does it work for sensitive skin? Yes — and here's why." - **SaaS example**: "Will this survive our security review? SOC 2 Type II, SSO, EU hosting." - **Source it from**: `inputs/comments/` — the objections people post publicly under your ads ### 14. Competitor Callout Name a specific competitor (or the category default) and explain the difference. Bold but factual. - **Structure**: Their name vs. yours, one clear axis of difference - **Copy slot**: A difference you can defend with facts — comparative claims invite scrutiny - **DTC example**: "Like [competitor], minus the 14g of sugar." - **SaaS example**: "[Competitor] charges per seat. We don't." - **Compliance note**: Comparative advertising must be truthful and substantiatable; some platforms restrict naming competitors - **Source it from**: Competitor mentions in reviews and comments — customers name the alternative for you ### 15. Origin Story Founder photo with the why-we-built-this narrative. Longer copy than other formats. - **Structure**: Portrait or team photo, 2-3 short paragraphs, product secondary - **Copy slot**: The specific moment or frustration that started it — specificity is the credibility - **DTC example**: "We spent 2 years and 47 batches getting this right. Here's why." - **SaaS example**: "We were the customer. The tool we needed didn't exist, so we built it." - **Source it from**: The real story — pairs with warm/retargeting audiences better than cold --- ## Per-Concept Output Format Each generated concept follows this structure: ```markdown ## Concept [N]: [Template Name] **Headline**: [the headline copy] **Body**: [supporting copy, if the template uses it] **Visual**: [layout description specific enough to design or generate from] **Image prompt**: [prompt for the image tool, if generating — see generative-tools.md] **Grounded in**: [which review / winning ad / comment this traces to, quoted or named] ``` For a batch, add an `INDEX.md` listing every concept with its template type and grounding source, so the reviewer can scan 50 concepts in two minutes. ## Batch Distribution For a standard 50-concept batch: 3-4 variations per template across all 15. If performance data shows certain templates consistently winning for this brand, shift to 60% proven templates / 40% full-cycle coverage — but never drop coverage to zero. Fatigue is why you're generating daily; the template that's tired next month is the one you're scaling today.