Why Most eCommerce Brands Have a Creative Problem, Not an Advertising Problem

Meta's algorithm is strong. The issue is what most brands feed it: repetitive, undifferentiated creatives that give the algorithm nothing new to optimise against.

Meta's ad platform is more capable than most advertisers give it credit for. Broad targeting finds buyers. Advantage+ allocates budget intelligently. The algorithm optimises purchase events well when it has enough data. The problem is not the machine. The problem is the creative — and most brands are running 3–5 creatives that all say the same thing, look the same way, and target the same emotional angle. Then they wonder why performance plateaus. What Creative Weakness Actually Looks Like Uses the same hook across every ad (usually a product shot or price claim) Does not speak to a specific p