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:

## 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.