Your Demand Gen image has less than 2 seconds to work. Average scroll speed on mobile is 1.3 seconds per screen. You're competing against Gmail messages, YouTube videos, and Discover articles the viewer actually chose to see.
Most ecommerce brands treat this creative like a prettier version of their product page. Clean product shot. Brand colors. Logo in the corner. CTR: 0.2-0.3%.
After $80M+ in Demand Gen spend across 20+ brands, we've distilled the patterns that separate 0.2% CTR from 0.8-1.2% CTR into 8 principles.
Score your creative against all 8 before production. If any image fails more than 2 principles, it won't perform. We've never seen an exception.
The rule: Every text overlay must contain at least one specific element - a number, a timeframe, a measurable outcome, or a named problem.
Why it matters: "Better sleep" activates zero mental imagery. "Fall asleep in 11 minutes" creates an instant picture. The brain engages with things it can visualize. Vague claims get skipped.
Pass/Fail test: Does the copy contain a specific number, timeframe, or measurable claim?
| Check | Result |
|---|---|
| Contains a specific number? | [ ] Yes [ ] No |
| Contains a timeframe? | [ ] Yes [ ] No |
| Contains a measurable outcome? | [ ] Yes [ ] No |
| Contains a named problem? | [ ] Yes [ ] No |
PASS requirement: At least ONE "Yes" above.
Examples of passing copy:
Examples of failing copy:
Score: [ ] PASS [ ] FAIL
Fix notes: _______________
The rule: Text overlays should use words the reader can feel, taste, see, or physically react to. Words that trigger the sensory cortex outperform abstract descriptions by 1.8x on engagement.
Why it matters: "Ice-cold relief on sunburned skin" activates the same brain areas as actually experiencing temperature change. "Soothing skincare solution" activates nothing.
Pass/Fail test: Read the copy out loud. Can you physically feel anything?
| Check | Result |
|---|---|
| Contains temperature words? (burning, freezing, crisp, warm) | [ ] Yes [ ] No |
| Contains texture words? (gritty, silky, rough, smooth) | [ ] Yes [ ] No |
| Contains movement words? (crashing, pulling, sinking, racing) | [ ] Yes [ ] No |
| Contains pain/relief words? (throbbing, stinging, melting, releasing) | [ ] Yes [ ] No |
| Reader can physically feel the copy? | [ ] Yes [ ] No |
PASS requirement: At least ONE sensory word category present AND the "physically feel" test passes.
Examples of passing copy:
Examples of failing copy:
Score: [ ] PASS [ ] FAIL
Fix notes: _______________
The rule: Create discomfort (tension), then resolve it (relief). The brain is wired to seek closure - an open loop forces engagement.
Why it matters: When you present a problem and hint at a solution, the reader's curiosity system activates. They need to click to complete the loop.
Pass/Fail test: Does the creative (individual image or sequence) create a problem and offer resolution?
| Check | Result |
|---|---|
| Problem/tension clearly stated? | [ ] Yes [ ] No |
| Resolution/relief implied or shown? | [ ] Yes [ ] No |
| The tension is specific to the target audience? | [ ] Yes [ ] No |
PASS requirement: Tension AND relief both present. Tension must be specific (not generic).
Tension/Relief patterns:
For 20-image sequences:
Score: [ ] PASS [ ] FAIL
Fix notes: _______________
The rule: Frame at least 30% of text overlays around what the reader is losing, missing, or wasting - not what they'll gain. Losses hit 2.5x harder than equivalent gains.
Why it matters: "You're losing $200/month" is stronger than "Save $200/month." Same math, different emotional weight. The brain's threat detection system is faster and more powerful than its reward system.
Pass/Fail test: Is the primary message framed as a loss rather than a gain?
| Check | Result |
|---|---|
| Frames around what reader is losing/missing/wasting? | [ ] Yes [ ] No |
| Paired with resolution path (not pure negativity)? | [ ] Yes [ ] No |
| At least 30% of sequence uses loss framing? | [ ] Yes [ ] No |
PASS requirement: Loss framing present AND paired with resolution.
Loss framing formulas:
Critical: Loss framing without a resolution path creates anxiety, not action. Always pair with a clear path forward.
Score: [ ] PASS [ ] FAIL
Fix notes: _______________
The rule: Include at least one authority element in every creative set. When your brand lacks recognition, borrow credibility from entities your audience already trusts.
Why it matters: "Our formula works" carries zero weight from an unknown brand. "47,000+ 5-star reviews" or "Recommended by 200+ dermatologists" borrows established trust. The viewer needs a reason to trust you faster than they can think about it.
Pass/Fail test: Is there at least one authority element in the creative set?
| Authority Type | Present? | Specific Element |
|---|---|---|
| Social proof (review count, customers served) | [ ] Yes [ ] No | _______________ |
| Expert endorsement (doctor, professional, specialist) | [ ] Yes [ ] No | _______________ |
| Media authority (publications, press mentions) | [ ] Yes [ ] No | _______________ |
| Institutional (certifications, awards, badges) | [ ] Yes [ ] No | _______________ |
| Volume proof (units sold, years in business) | [ ] Yes [ ] No | _______________ |
PASS requirement: At least ONE authority element present with a specific claim (not vague).
Score: [ ] PASS [ ] FAIL
Fix notes: _______________
The rule: Every claim needs a proof element within 2 visual beats. Claims without proof are noise. Proof without claims is confusing. The combination is persuasion.
Why it matters: Make a bold statement without supporting it immediately, and skepticism fills the gap. The brain seeks validation automatically.
Pass/Fail test: Is every benefit claim backed by proof within the same image or next image?
| Check | Result |
|---|---|
| Benefit claim has matching proof element? | [ ] Yes [ ] No |
| Proof appears within 2 visual beats of the claim? | [ ] Yes [ ] No |
| Proof type appropriate for claim type? | [ ] Yes [ ] No |
PASS requirement: All claims backed by proof within 2 visual beats.
Proof types by effectiveness:
Pairing guide:
Score: [ ] PASS [ ] FAIL
Fix notes: _______________
The rule: Every image drives exactly one action. Not two. Not "visit our site or follow us." One thing.
Why it matters: Decision paralysis is real. Multiple options means the viewer picks the easiest one: scroll past. Reducing cognitive load to a single action increases conversion rates.
Pass/Fail test: Can you describe the desired action in one phrase?
| Check | Result |
|---|---|
| Single CTA per image? | [ ] Yes [ ] No |
| CTA consistent across 20-image set? | [ ] Yes [ ] No |
| No competing actions? | [ ] Yes [ ] No |
| CTA matches audience temperature? | [ ] Yes [ ] No |
PASS requirement: One clear action, consistent across the set, matching audience temperature.
CTA hierarchy by audience temperature:
Score: [ ] PASS [ ] FAIL
Fix notes: _______________
The rule: Create an incomplete loop that can only be closed by taking action. The viewer's brain can't let go of unresolved tension (the Zeigarnik effect).
Why it matters: Enough information to be compelling, but withholding the resolution. The gap between what you show and what they need to know drives the click.
Pass/Fail test: Does the creative leave an intentional gap that only clicking can fill?
| Check | Result |
|---|---|
| Information gap present? | [ ] Yes [ ] No |
| Enough context to be compelling? | [ ] Yes [ ] No |
| Resolution requires clicking through? | [ ] Yes [ ] No |
PASS requirement: Intentional gap present with enough context to make closing the loop feel worthwhile.
Continuation techniques:
Score: [ ] PASS [ ] FAIL
Fix notes: _______________
| Principle | Score |
|---|---|
| 1. Specificity | [ ] PASS [ ] FAIL |
| 2. Visceral Language | [ ] PASS [ ] FAIL |
| 3. Tension/Relief | [ ] PASS [ ] FAIL |
| 4. Loss Framing | [ ] PASS [ ] FAIL |
| 5. Borrowed Authority | [ ] PASS [ ] FAIL |
| 6. Proof Integration | [ ] PASS [ ] FAIL |
| 7. One Clear Action | [ ] PASS [ ] FAIL |
| 8. Continuation | [ ] PASS [ ] FAIL |
Total PASS: ____ / 8
Minimum to proceed: 6/8 Target: 8/8
If your creative scores below 6/8, rework the failing principles before spending budget. Three or more failures on a single image means the concept needs rethinking, not just copy tweaks.
Run this after the 8 principles pass. Every image must also satisfy these 5 structural requirements:
Cooper score: ____ / 5
Any Cooper failure = automatic rework regardless of DR principle score.
This checklist scores your creative against the 8 principles. It tells you what's failing and gives you the framework to fix it.
The creative production engine inside the Meta Ads AI Agentic System goes deeper: the complete Cooper Framework with angle-to-format mapping tables, the 20-image sequence architecture with stage-by-stage breakdowns, the 4-angle framework for systematic creative variation, AI-assisted creative brief generation for producing image sets at scale, and scoring rubrics for every principle with category-specific examples.
The checklist catches problems. The system builds creative that doesn't have them.