ad-review

# 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

```
## 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