Creative Supply Gate (Delivery)

Creative Supply Gate (Delivery)

1. 01

   Inventory all active ad creatives across client accounts

   Pull the full list of ads currently running on Meta, TikTok, LinkedIn, and YouTube. Note format, length, and the platform each was built for.

2. 02

   Tag each creative by source and production method

   Label creatives as UGC, studio-produced, or repurposed. For UGC, record the creator and whether it came through a platform like Billo or a direct relationship.

3. 03

   Score creative freshness against a 30-day rolling window

   Flag any asset that has run for more than 30 days without a variation. Ad fatigue typically sets in by then, and performance drops as frequency climbs.

4. 04

   Identify gaps in the creative mix by funnel stage

   Map each asset to a funnel stage: awareness, consideration, or conversion. Look for stages with fewer than two active variations, as those will cap campaign scaling.

5. 05

   Prioritize new production for the weakest funnel stage

   Use the gap analysis to decide where to spend the next production budget. If conversion-stage ads are stale, brief new UGC or studio shoots for that stage first.

6. 06

   Set a weekly creative refresh cadence with the client

   Agree on a recurring slot to review performance data and approve new variations. A weekly rhythm keeps the pipeline moving and prevents last-minute scrambles.

7. 07

   Document the creative supply process for repeatability

   Write down the inventory, scoring, and prioritization steps so any team member can run the gate. This turns a one-off audit into a repeatable delivery asset.