Search: the ad is copy, not art
Relevance wins. Product name in the headline, real differentiator in the first line, genuine policies in the assets.
Shopping: the image and the price are the ad
Clean product shot, accurate price, honest title. Lifestyle crops that hide the product lose to plain ones that show it.
Demand Gen and YouTube: the asset is the campaign
Here creative does nearly all the work. Hook in the first seconds, product doing something visible, offer stated plainly.
How often to refresh
Watch CTR on assets that used to perform. A steady decline is fatigue, and it is a creative problem — no bid change fixes it.
We produce creative as part of the work rather than billing it separately — requested and delivered in the portal.