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