The Real Complexity of Good Creative in Paid Media

In Paid Media, the quality of the creative is often undervalued. But no matter how good your targeting, campaign structure, or funnel logic is—if the ad doesn't connect visually and narratively in the first few seconds, the rest becomes irrelevant.

The complexity of a creative isn't defined by how many effects it has or how sophisticated the design looks. It's defined by how many good decisions were made in its construction. Decisions like the chosen format, narrative rhythm, visual hierarchy, use of text, placement of key elements, or the duration of each shot. All of these should serve one clear purpose: to capture the right attention, deliver the message memorably, and make the next step easy.

On Meta, for example, overusing text in the image can reduce performance—even though the 20% rule no longer formally exists. And on Google Display, overlaying a logo or copy across an image can be redundant, especially when the platform already includes that text automatically.

There are common mistakes we see in many accounts:

• Confusing collages that try to say everything at once.

• Fake borders or buttons that act like visual clickbait.

• Overloaded creatives where the product blends into the background.

A good creative is built around focus. And that focus must be maintained from the choice of framing to the typographic hierarchy. If a part of the visual doesn’t serve a purpose, it’s probably just getting in the way.

When an ad performs well, that doesn’t mean it needs to be reinvented every week. Sometimes, minor changes can extend its lifespan: switching the actor, changing the background, adjusting the video rhythm, translating subtitles, or redesigning the same concept in a new format. The key is understanding what element makes it a winner—and preserving it.

And above all: separate your messages. Each creative should have a clear objective. One to educate. Another to sell. Another to build community. Mixing them all in one piece usually weakens the impact.

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AI applied to the sales process: less friction, more free time

Saving 2 or 3 hours a day doesn’t start with automating tasks.

It starts with understanding where time is being lost.

In many sales processes, the friction isn’t in execution, but in the transition: moving from one task to another, gathering the right information, deciding what to say, in what order, and with what approach.

That’s where AI can save more time than it seems.

✔️ Preparing meetings with prompts that generate strategic questions or personalised proposals.

✔️ Structuring prospecting emails or messages based on specific variables of the contact.

✔️ Adapting the same sales pitch to fit different profiles and stages of the process.

✔️ Spotting behavioural patterns and potential new opportunities within CRM records.

✔️ Refining the buyer persona profile with better questions and earlier segmentation.

✔️ Preparing responses to common objections for each client type.

That’s the real time-saver — and it doesn’t come from “just asking ChatGPT things”. It comes from:

• Having an effective, repeatable prompt structure.

• A clear flow where AI handles the labour-intensive parts.

• A solid filter for what not to automate.

And above all, from getting into the habit of thinking beforehand about how it’s going to be used.

It’s not about using AI for everything. It’s about using it exactly where it creates leverage.

Are you doing it already?

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What should you focus on when auditing your ads?

When auditing your ads, copies, and creatives, some professionals often overlook the true performance indicators. A common mistake is obsessing over the CTR, assuming that higher is always better. However, a high CTR without conversions only means paying for attention without results.

When conducting a proper audit, it is crucial to evaluate the relevance of the creatives and copy for the target audience. Are the ads clearly aligned with the main value proposition? Even very good ads fail if they drive traffic to a weak landing page or have an unclear and unspecific call to action.

Another critical area is message consistency. An attractive ad that does not match the tone or promise on the landing page can harm conversions. Maintain continuity from the ad to the landing page, reinforcing the value proposition with clarity.

Frequency and freshness are also important. Even the best ads lose effectiveness over time. A good audit includes reviewing ad rotation, creatives, and detecting signs of fatigue. Include ads proactively, not reactively, to maintain and improve performance steadily.

Finally, simplicity is very important. If the message is not immediately clear, specific, and relevant, it is likely being ignored. Apply Occam's Razor: simplify your copy and creatives until you cannot remove anything else without losing relevance and specificity.

What other points do you consider essential when auditing your ads?