Mostly, you should stop trying to build a single, perfect creative strategy. Instead, you need to build a creative engine. The days of finding one winning ad and scaling it for months are over. On shows like Marketing Operators, you'll hear hosts like Cody Plofker and Connor MacDonald talk about the 'Andromeda' era of Meta. The algorithm is now so good at audience-finding that our primary job has shifted from manually targeting users to feeding the machine a high volume of varied creative concepts. Your strategy isn't the single ad, it's the system you build to constantly supply the platform with new things to test.
The key nuance here is what 'variety' actually means. It doesn't mean making ten small variations of the same ad with different background colors. It means testing truly different hypotheses. Think different hooks, different value propositions, different formats (like raw UGC vs. a polished studio shoot), and different creator styles. The goal of your ad creative testing is to give Meta's black box genuinely distinct options to work with. The algorithm is trying to find the right ad for the right person at the right time, and it can't do that if all your creative looks and sounds the same.