Modern ad platforms have automated most of media buying — the machine finds the audience if you feed it enough distinct creative angles to test. The winning habit is shipping more different creative, not endlessly adjusting the campaign settings behind one tired ad.
Once targeting is broad and budgets are algorithmic, creative is the only input you meaningfully control. Teams that out-produce out-perform teams that out-optimise.
Count how many genuinely different creative concepts (not resizes or copy swaps) you shipped last month. If it's under four, plan next month's calendar around concepts first and optimisation second.