If you manage Google Ads, you’re responsible for creative that runs across surfaces and formats that never used to exist. Not long ago, an ad was a single headline and two short descriptions. Today, a single Google ad can include multiple responsive text assets, videos, and images, generating tens of thousands of permutations . We’re often told that when it comes to ad creative, we should just “let the data decide.” So mediocre assets enter rotation, the platform reports on performance, and nobody can explain why an ad works or doesn’t. Part of your job is to champion good ideas and push back on bad ones. Creative direction isn’t about…
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