What does "creative diversity" actually mean for an ad account?

It means the account isn't relying on a single ad or a single format to do all the work. People rarely buy from one ad — they're nudged across multiple touchpoints. A diverse account has educational content, social-proof content, statics, video, founder content, and creator partnerships running together so different audience segments encounter the brand in the format that works for them.

How many of these formats does an account actually need?

All ten is the goal at scale. Below $10K/month spend you can usually get by with five or six (TOF static, BOF static, native Reel, objection-handling video, founder ad, plus one creator partnership). Above $50K/month you should have all ten covered, with multiple iterations of each.

How often should I run this check?

Quarterly on a mature account, or every time a new ad account stops growing. Creative ecosystems decay — an ad type that worked six months ago might be saturated now, or a new format (like AI animation) might have emerged. Re-running the audit forces you to spot gaps before performance plateaus.

Does my progress save if I close the tab?

Yes. Your checked items are stored in your browser's localStorage, so when you come back on the same device and browser, the boxes you ticked are still ticked. Use Copy to paste the checklist (with checked state preserved) into Notion, Google Docs, or Asana.

Where does this checklist come from?

It's adapted from a viral LinkedIn post by a senior performance marketer outlining the formats they audit on every account. We expanded each item with the reasoning and benchmarks we've seen across thousands of high-performing ads in the Skaler database.

Free Creative Diversity Checklist for Ad Accounts

Frequently asked questions

What does "creative diversity" actually mean for an ad account?: It means the account isn't relying on a single ad or a single format to do all the work. People rarely buy from one ad — they're nudged across multiple touchpoints. A diverse account has educational content, social-proof content, statics, video, founder content, and creator partnerships running together so different audience segments encounter the brand in the format that works for them.
How many of these formats does an account actually need?: All ten is the goal at scale. Below $10K/month spend you can usually get by with five or six (TOF static, BOF static, native Reel, objection-handling video, founder ad, plus one creator partnership). Above $50K/month you should have all ten covered, with multiple iterations of each.
How often should I run this check?: Quarterly on a mature account, or every time a new ad account stops growing. Creative ecosystems decay — an ad type that worked six months ago might be saturated now, or a new format (like AI animation) might have emerged. Re-running the audit forces you to spot gaps before performance plateaus.
Does my progress save if I close the tab?: Yes. Your checked items are stored in your browser's localStorage, so when you come back on the same device and browser, the boxes you ticked are still ticked. Use Copy to paste the checklist (with checked state preserved) into Notion, Google Docs, or Asana.
Where does this checklist come from?: It's adapted from a viral LinkedIn post by a senior performance marketer outlining the formats they audit on every account. We expanded each item with the reasoning and benchmarks we've seen across thousands of high-performing ads in the Skaler database.

Creative Diversity Checklist

Format coverage

Top-performer iteration

Frequently asked questions

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