Creative

Creative is the only lever left with real range. Targeting has been handed to the platforms, bidding is mostly automated, and the auction charges everybody roughly the same for the same attention. What is actually different between two accounts spending the same money is what the ad said.

Everything in this category starts from something that already works rather than from a blank page — your own winners where there is data, and the public ad libraries of the people outselling you where there is not. Production at volume with a taste filter on the end is exactly the shape of work a system does well and a junior does slowly.