creative-refresh

Creative Refresh

PREREQUISITE: Read ../_mureo-shared/SKILL.md for auth, security rules, output format, and Tool Selection (Read/Write on Code, mureo_strategy_* / mureo_state_* MCP on Desktop / Cowork).

Refresh ad creatives based on strategy context and performance data across all platforms.

Prerequisites

• STRATEGY.md and STATE.json must exist (run the onboard skill first)

Steps

Before you start: Run the Diagnostic preamble from ../_mureo-shared/SKILL.md — load learning insights (mureo_learning_insights_get) and consult advisors (mureo_consult_advisor) before drawing conclusions.

1. Establish today: call mureo_state_get first, on every host (including Claude Code, where you would otherwise Read the file) and take server_now from its response — ISO 8601 with UTC offset, e.g. 2026-07-28T10:12:33+09:00. Its date is the only source of the current date for this run: the observation_due you write in step 12, and every "is a previous creative change still inside its observation window?" check in step 10, are measured from it. Do not shell out (this skill must run in Bash-less headless hosts) and do not read the date off STATE.json — last_synced_at, reports.*.period and action_log timestamps are history, never evidence of what day it is now. Never write server_now into STATE.json: it is a response field, and a persisted copy becomes tomorrow's stale "today".

2. Load context: Read STRATEGY.md (Persona, USP, Brand Voice, Data Sources) and STATE.json (the same mureo_state_get response from step 0 on MCP hosts).

3. Discover platforms: Identify all configured ad platforms from STATE.json platforms. Also include any hosted official-MCP connector present in the session (e.g. TikTok, key tiktok_ads) — drive it via its own tools and skip mureo-only value-adds; see ../_mureo-shared/SKILL.md → Hosted-connector platforms.

4. Audit current creatives: For each ad platform:

   • Google Ads: prefer mureo native — call google_ads_ad_performance_report per campaign, plus google_ads_rsa_assets_audit (per-asset CTR/CVR ratings) and google_ads_rsa_assets_analyze (LOW/POOR detection). A Performance Max campaign has no ad_group_ad, so google_ads_ads_list and the RSA asset tools return nothing for it — an audit that stops there reports a P-MAX account as having no creative at all. Read its creative with google_ads_asset_group_assets_list (pass campaign_id when you have no asset_group_id); one call returns both the HEADLINE / LONG_HEADLINE / DESCRIPTION text (each entry with text) and the MARKETING_IMAGE / SQUARE_MARKETING_IMAGE / PORTRAIT_MARKETING_IMAGE / LOGO / LANDSCAPE_LOGO images (each entry with asset_name, a full-size serving url, width_pixels, height_pixels). field_type says which. Every entry carries the asset_id you will need to change it. Video and business-name assets are not returned. In BYOD mode, the Apps Script bundle does not include per-asset ratings — these tools return []; fall back to google_ads_ads_list for headline/description text and use ad_performance.report for ad-level CTR/conv only. If mureo's Google Ads tools are unavailable (e.g. MUREO_DISABLE_GOOGLE_ADS=1 after mureo providers add google-ads-official), fall back to the official google-ads-official MCP for ad-level performance and ad listing, then skip the mureo-only RSA asset audit tools (google_ads_rsa_assets_audit, google_ads_rsa_assets_analyze) and note: "per-asset LOW/POOR detection and the RSA asset audit are mureo-specific value-add features — install or re-enable via mureo setup claude-code for the full creative audit."
   • Meta Ads: prefer mureo native — call meta_ads_creatives_list, meta_ads_analysis_compare_ads, and meta_ads_analysis_suggest_creative. In BYOD mode, creative URLs / headlines / body / CTA may be present in ~/.mureo/byod/meta_ads/creatives.csv (best-effort, populated only when those columns were in the export). If mureo's Meta Ads tools are unavailable, fall back to the official meta-ads-official hosted MCP for the creative list and ad-level insights only, then skip the mureo-only analysis tools (meta_ads_analysis_compare_ads, meta_ads_analysis_suggest_creative); perform the ad-comparison and creative-suggestion logic yourself using the rules in step 6 and note to the user that mureo's automated creative-suggestion engine requires the native MCP.
   • mureo BYOD data is centralized in the workspace byod/ directory (or ~/.mureo/byod/ for legacy CLI users) and is only accessible through mureo MCP tools — do not look for raw CSVs in the project directory.
   • Identify underperforming assets (LOW/POOR ratings for search ads, low CTR/engagement for social ads).
   • Image / banner creatives: the text-and-metrics audit above does not look at the picture itself. When a creative carries an image you can actually reach — image_url / thumbnail_url from meta_ads_creatives_list, a P-MAX asset group's images from google_ads_asset_group_assets_list (which says which asset group serves each one), or a Google image asset from google_ads_image_assets_list (account-level: name, dimensions and a full-size serving url) — also run the Visual creative evaluation section below to score the banner's design, not just its copy and CTR.