Ad creative has become increasingly significant due to rising advertising costs, particularly on platforms like Facebook, where CPMs surged during the pandemic. As B2B buyers change their research behaviors, becoming more privacy-conscious and shifting to dark social platforms like Discord and Slack, traditional engagement metrics like clicks are declining. To adapt, advertisers need to design creatives that provide value without requiring clicks, using engaging formats like carousels and videos. Experts suggest investing in compelling creative content, experimenting with innovative and punchy offers, and targeting specific ICP segments with tailored messaging. By answering specific questions and addressing problems directly in the ads, companies can better resonate with their target audiences, making each ad impression more impactful and cost-effective. Adapting to these changes by using a content matrix for brainstorming and staying creative can enhance ad performance in a landscape where each impression is more valuable.