62 Marketing Review Global

3B. Mode B — Ads checklist (copy + creative)

Brand, claims, and legal (any failure blocks approval):

• No false or unsupported claims. Every performance, health, income, or comparative claim has evidence on file before it runs — FTC substantiation requires the advertiser to hold that evidence in advance, not to produce it after a challenge.
• No vague superlatives ("best", "number one") unless backed by documented, current evidence.
• If a creator, customer, or employee endorses the product, the material connection is disclosed clearly and conspicuously (#ad / #sponsored / "paid partnership" label), and any testimonial reflects typical results or carries a clear disclaimer.
• Pricing, subscription terms, and auto-renewal are stated clearly — no hidden recurring charges in the offer copy.
• On-brand tone of voice (checked against the Brand Hub or brand guideline).
• Platform policy pre-check before submission: Meta, TikTok, and Google each restrict claims in health, finance, weight loss, crypto, employment, housing, and credit. Restricted categories need the right ad category selected and, where applicable, advertiser verification. No spelling errors, no unlicensed use of a real person's likeness.

Hook (drives most of the performance):

• The first line does not open with the brand name or a greeting.
• The hook sits fully inside the first 125 characters of primary text (what shows before "See more" on Meta).
• Video: movement or on-screen text in the first 3 seconds, hitting pain, curiosity, or desire.
• Image: the main message is above the fold, minimal text on the image, readable on mobile.

Copy structure:

• Body of 2-5 sentences: amplify pain > hint at the solution > social proof.
• CTA is specific and a single action. The CTA button type matches (Learn More / Shop Now / Sign Up).
• Length matches the funnel stage: TOFU longer (educate), BOFU short and direct.

Funnel check:

• TOFU: educate or agitate, do not sell. MOFU: social proof and objection handling, soft CTA. BOFU: offer plus real urgency (a genuine deadline or capacity limit) plus a hard CTA.

Technical:

• UTMs complete and following the naming convention. Destination link goes to the right page.
• Correct ad account and pixel — not running from the wrong account.
• Landing page and ad make the same promise — a mismatch is both a conversion problem and a policy risk.

4. Specific feedback

Strengths of this output: [1-2 points, so the maker knows what to keep]

5. Verdict and next step

Output structure

File name: marketing-review-[item-name]-[YYYYMMDD].md

# Review — [Content brief / Ads] — [Campaign name]
Reviewer: [leader] | Date: [date] | Round: [1/2]

## 1. Quick verdict
| Item | Assessment | Note |

## 2. Detailed checklist
[Mode A or Mode B — tick each item, note every failure]

## 3. Feedback
- Strengths:
| # | Issue | Why | Suggested fix | Severity |

## 4. Verdict: APPROVE / MINOR REVISION / REDO
- Next step + deadline:

Related skills

• 05-ad-copy-global: ad copy produced by that skill is the subject of Mode B review.
• 47-design-review-global: visuals have their own checklist — do not approve design with this skill.
• 02-campaign-brief-global: the original campaign brief is the reference for message consistency.
• 41-campaign-asset-list-global: confirms which assets are in scope for this review round.
• 64-team-brief-global: on a REDO, use the team brief to reassign the task with a sharper definition of done.

Quality checklist

• Correct review type identified (brief / ads / visual goes to another skill)
• Quick verdict filled for all 6 items
• Full checklist run — no item skipped as "probably fine"
• Every claim has documented substantiation — no exceptions in the brand and legal section
• Endorsement disclosure and restricted-category policy checked before submission
• Hook tested against the concrete threshold (125 characters / first 3 seconds)
• Feedback includes strengths, not only faults
• Every issue has a "why" and a "suggested fix" — no feedback like "make it better"
• Clear verdict plus next step and deadline
• Review delivered inside the SLA: briefs 24h, ads 4-8h