Score your Facebook & Instagram ad

The rubric

The 7 things we score

The same 7 points our engine checks on every StoreToAds ad before you see it. Each example below is a sample ad our engine made for a fictional brand.

1. 
   01

   Hook

   Does it stop the scroll in the first second?

   Strong: One specific reason to stop: a short headline, a big number, a striking visual. You know what it is in a second.

   Common miss: A vague headline ("Elevate your routine") or a design that looks like every other post in the feed.

   Sora (fictional brand): "Zero sugar. ALL YUZU." fills half the ad, so the point lands at a glance.

2. 
   02

   Product

   Is the product prominent, uncropped and easy to recognise?

   Strong: The product is big, whole and grounded, with a shadow or a surface, so it looks real and easy to recognise.

   Common miss: A tiny product, a cropped label, or a lifestyle photo where you can't tell what is being sold.

   Mira (fictional brand): the real serum bottle stands in the middle, whole, with four callouts pointing at it.

3. 
   03

   Hierarchy & balance

   Is there one clear focal point, then headline, then detail?

   Strong: One clear focal point, then the headline, then the details. The eye knows where to go first.

   Common miss: Five things of the same size fighting for attention: badges, prices, quotes and logos all shouting at once.

   Pip & Oak (fictional brand): the giant 4.9 is read first, then the jar, then the review and the price.

4. 
   04

   Legibility on a phone

   Can every word be read at feed size?

   Strong: Every word reads on a phone at feed size: big enough type, strong contrast, a calm background behind text.

   Common miss: Thin or small text, pale colours on photos, and fine print that disappears on a 6-inch screen.

   Sora (fictional brand): heavy light type on dark navy, so the customer's quote reads even as a thumbnail.

5. 
   05

   Brand fit

   Does it look like one consistent brand?

   Strong: Colours, fonts, logo and tone of voice all look like one brand, so the ad builds recognition over time.

   Common miss: A template's colours and fonts that have nothing to do with your packaging or your store.

   Halden (fictional brand): terracotta, cream and black, an editorial serif and the kraft bag feel like one brand.

6. 
   06

   Originality

   Does it feel fresh, not like a template?

   Strong: A format or idea that feels fresh and native to the feed, not a stock layout with your logo swapped in.

   Common miss: The same centred product on a gradient with "SHOP NOW" that people have learned to scroll past.

   Mira (fictional brand): a Notes-app checklist that ends with the serum, instead of a standard product layout.

7. 
   07

   Polish

   Alignment, spacing, crisp edges, nothing cut off?

   Strong: Consistent margins, aligned edges, even spacing, crisp cut-outs and no typos. Nothing touches the edge.

   Common miss: Text crammed against the border, uneven gaps, blurry photos, and elements that almost line up but don't.

   Pip & Oak (fictional brand): the headline, rating, review cards and button share one left margin.