Ad Creative Scorecards

A rubric to assess clarity, hook strength, and proof before production.

Scorecard criteria

Hook clarity

Is the promise understood in under 3 seconds?

Proof strength

Does it cite a believable stat, demo, or testimonial?

Audience fit

Is the language specific to the target user?

CTA precision

One action, no competing offers.

Scoring scale

  • 5 = clear, proof-backed, and easy to act on.
  • 3 = needs one more proof cue or tighter hook.
  • 1 = unclear or misaligned with the audience.

Review workflow

  1. Score 3 to 5 concepts before production.
  2. Pick the top 2 and build three hook variants.
  3. Re-score after 1,000 impressions.

Notes for teams

Use this scorecard in creative reviews to keep feedback about evidence and clarity, not personal taste.

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