/ free tool
Meta ad creative scorecard
Rate Facebook and Instagram ads on five pillars before you spend. Copy the summary into Slack, Notion, or a brief — then only launch survivors. For the full playbook, see Meta creative scoring software.
Hook (first frame / first line)
Would a cold scroller stop in the first second?
- Open on a problem, bold claim, or surprising visual — never a logo
- One idea in the first beat; save the brand for after the hold
- For video, treat the first 1–3 seconds as the entire product
Visual clarity
Is the product and offer readable at phone size in a noisy feed?
- Product fills the frame; avoid cluttered backgrounds
- High contrast text; captions on by default for video
- One focal point — if viewers need to hunt, they scroll
Offer readability
Can someone name the offer after a single glance?
- Lead with benefit, not feature laundry lists
- Price, discount, or outcome should be scannable
- Match the creative promise to the landing page
Social proof
Is there a credible reason to trust this ad before clicking?
- Reviews, UGC faces, results, or recognizable context
- Avoid fake-looking badges and stock applause
- Proof should support the hook, not replace it
Call to action
Is the next step obvious and low-friction?
- One primary CTA; secondary actions compete
- Verb matches intent: Shop, Get score, Start free, etc.
- CTA visible without hunting the last frame
Result
Score every pillar
Fill all five ratings to get an average. Kill creatives with any Fail/Weak pillar before spend.
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