Ad Build — Lessons Learned (May 31, 2026)

From CIB Batch 002 build session. These are production standards for every future ad build.

Test Design

One variable at a time. If creative is fatigued, test new images with the SAME copy. If copy is fatigued, test new copy with the SAME image. Never change both simultaneously — you lose the ability to isolate what's driving performance.

CIB Batch 002 mistake: Changed both copy and images across all 3 new ads. If a new ad outperforms AI Power User, we can't tell if it was the copy, the image, or the combination.

Deliverable Standards for Ad Builds

1. Build sheet is the primary deliverable

The person building in Ads Manager needs a build sheet, not a creative brief. One file, one ad per section, every field in the exact order Meta asks for them. The build sheet is what gets opened on one screen while Ads Manager is open on the other.

The creative brief (angle rationale, QC verification, pairing logic) is a separate document. It is NOT what Kathryn builds from.

2. Every Meta field must be explicitly listed per ad

Each ad section must include ALL of these fields, labeled exactly as Meta labels them:

• Ad name
• Media (feed) — filename
• Media (stories) — filename
• Primary text — formatted for Meta (see #3)
• Headline 1
• Headline 2
• Headline 3
• Description
• Website URL (with https://)
• Display link (without https://)
• CTA button
• Enhancements setting
• Multi-advertiser setting

Missing any field is a QC failure. Kathryn should not have to hunt for a description or wonder if the URL needs https://.

3. Primary text formatting

Every sentence gets its own line with a blank line between sentences. Meta's feed truncates after ~3 lines — short paragraphs give breathing room and make each point land.

Do NOT deliver copy in paragraph form. Format it for paste.

4. Image-to-ad mapping must be obvious

Image filenames must clearly map to ad names. Include a reference table at the bottom of the build sheet:

5. Headlines — one line max

Check every headline for length before delivery. If it wraps to two lines in the Meta preview, it's too long. Shorten it.

6. Verify copy against the actual funnel

• If the landing page is an opt-in, don't say "No account required" or "Free download" — the person IS giving their email
• If the CTA is "Learn More," don't say "Download" in the copy
• If there's no mention of 52 Skills on the CIB landing page, don't reference 52 Skills in CIB ads

Every closing line must be verified against what actually happens when someone clicks.

7. No third-party brand names in ad copy

Established in Batch 001 compliance notes. No ChatGPT, no Claude, no specific AI tool names. Use "an AI tool" for generic references.

8. URLs include https://

Every URL in the build sheet must include https://. Display links do not.

Build Process Improvements

Before building starts

• [ ] Confirm test design: what variable are we testing? ONE variable only.
• [ ] Confirm which existing elements stay the same (copy OR image, not both changed)

Deliverable checklist (Sloane + Wren)

• [ ] Build sheet created (not just creative brief)
• [ ] Every Meta field listed per ad
• [ ] Primary text formatted with line breaks between sentences
• [ ] All headlines checked for single-line length
• [ ] Description field explicitly listed per ad
• [ ] URLs include https://
• [ ] Image filenames mapped to ad names in reference table
• [ ] Closing lines verified against actual funnel behavior
• [ ] No third-party brand names
• [ ] Copy QC and Sentence Editor passed

During the build (Kathryn in Ads Manager)

• [ ] Duplicate from most recent ad (not necessarily the original — settings carry better)
• [ ] Check for doubled text in headlines after duplicate
• [ ] Upload both feed and stories images before assigning placements
• [ ] Verify enhancements are OFF in the review screen (editor may show different state)
• [ ] Build all ads before publishing — publish together so CBO starts even

QC Failures — CIB Batch 002