Just read the @motionapp_ 2026 Benchmarks report which validates a lot of what we do, especially the importance of volume. Most brands are asking the wrong question about their creative, "Why didn't this ad work?" We've been saying for years that creative volume isn't a production problem, it's a growth strategy. Motion just analysed 550K+ ads across $1.3B in Meta spend and proved it. Only 5% of ads spend 10x+ the account average. Just 6% drive the majority of spend. Low hit rates aren't a sign of bad creative, they're a statistical feature of how performance advertising works. The brands winning on Meta aren't predicting winners better. They're running more tests in a system where wins are uncommon. More volume = more winners. Every time. Hit rate is also being misread. A 20% hit rate from 5 ads is not better than 10% from 50. The second account produced more winners. Two mistakes I see constantly off the back of this: Killing steady performers too early. They never pick up spend but they keep the account stable while new ideas compete for budget. That's not a failed test. Chasing platform-wide trending formats. What works in fashion doesn't work in finance or health. Your category context matters more than whatever format everyone's talking about. The question was never "how do we make better ads." It was always "how do we make enough of them."