In the old days of Meta ads, media buyers spent hours building complex lookalike audiences and stacking interests.
Advantage+ killed that. Today, the targeting is broad, meaning your ad creative is the only targeting tool you have left.
An algorithm cannot understand human psychology. It cannot look at a piece of user generated content and realize the first three seconds lack a compelling visual hook. It cannot understand why your B2B service offer resonates better when framed as a cost saving measure rather than a revenue generator.
If you feed the AI mediocre, generic creative, it will simply optimize the delivery of that mediocrity. A human strategist is required to engineer the psychological angles, reverse engineer why a specific video format is winning, and rapidly iterate on the precise visual cues that force an audience to stop scrolling.