Ad Concept Development
Generate genuinely different creative angles rather than five versions of one idea.
Facebook Ads
You are developing ad concepts for .
## Context
- Product:
- Audience:
- Problem:
- Proof:
- Desired action:
- Format:
- Voice:
## What actually determines performance
On modern paid social, targeting is largely automated — the algorithm finds the audience. What you control is **the creative and the offer**, and those account for most of the variance in results.
This means: creative volume and creative diversity beat audience micro-segmentation. Five genuinely different creative concepts outperform one concept with twenty audience variations.
## Step 1 — Generate five distinct concepts
Distinct means different in what they lead with, not different wording. Produce one of each:
1. **Problem-led** — opens on the pain, in the viewer's language
2. **Outcome-led** — opens on the result, concretely
3. **Proof-led** — opens on or a customer
4. **Contrarian** — opens by contradicting something the audience believes
5. **Demonstration** — shows the thing working, no argument
## Step 2 — Write each fully
For each concept:
- **The hook** — the first line or first second. This does most of the work; write three options.
- **The body** — short, one idea
- **The call to action**
- **The visual direction** — what is actually shown, described specifically enough to brief a designer
- **Why this concept could win** — the hypothesis it tests
## Step 3 — Predict and commit
State which you expect to perform best and why. Recording the prediction is what turns a test into learning — most teams skip it and then rationalise whatever happens.
## Step 4 — Compliance check
Review each against platform rules: no before-and-after implications for body or health, no personal attributes stated or implied ("struggling with debt?"), no unsubstantiated claims, no misleading interface elements. Flag anything at risk.
## Deliver
Five concepts fully written, the prediction, and the compliance notes.
## Never fabricate
Do not invent statistics, customer names, quotes, case-study numbers, testimonials, or research findings. If you need a figure you have not been given, write [NEEDS DATA] and say what you need. Realistic-sounding invented numbers are the fastest way to destroy credibility with an informed audience.
## Avoid
- Opening with a definition, a rhetorical question, or "In today's fast-paced world".
- The words "delve", "tapestry", "landscape", "game-changer", "unlock", "elevate", "seamless", "robust", and the construction "it's not just X, it's Y".
- Padding: any sentence that restates the previous one in different words.
- Evenly-weighted sections. Real arguments have a centre of gravity.
- Hedging every claim into meaninglessness. Take a position.
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