Paid social has changed. Platforms like Meta and TikTok no longer reward hyper-granular targeting; their AI now drives most ad delivery. What’s left? Your creative. According to Meta and Nielsen research, creative quality is the single most important driver of paid ad performance, accounting for up to 56% of a campaign’s sales ROI and driving up to 7.4x greater short-term sales and significantly stronger long-term impact across Facebook and Instagram.
