It might be time to reconsider your performance marketing creative strategy if you’re optimizing for clicks and conversions at the expense of connection and clarity. What viewers scroll past isn’t bad because it’s performance driven. It’s bad because it’s forgettable.

And when people see an average of 5,000 ads a day, your performance marketing will suffer if it doesn’t stand out.

The best performance creative isn’t a hack or a hot trend. It’s authentic, eye-catching, and consistent. Here are 4 common mistakes that are holding teams back and how to fix them with smarter design and sharper thinking.

Designing for the Algorithm, Not the Audience

Too many teams are focused on beating the platform instead of earning the person. When we prioritize trends over truth, we forget the human on the other side of the screen.

The Fix: Build creative from audience insight instead of relying on platform updates. Cultural relevance and brand authenticity will always outperform imitation.

Underestimating the Power of Motion

Static ads rarely stop the scroll. But that doesn’t mean every ad needs chaotic animation. When done right, motion adds story, depth, and direction. Whether it’s the simple pulse of a CTA button or key message transitions, the right animation can work wonders for your display and social ads.

The Fix: Use motion to guide the eye, not distract it. Cinemagraphs, kinetic typography, and well-paced transitions are simple solutions that can have a huge impact.

Blindly Following Trends at the Expense of Creative Consistency

Every week brings a new design trend. If your brand follows everyone, it stands for none. According to the Institute of Practitioners in Advertising, brands that maintain creative consistency see a 27% increase in outsized business effects like sales value, profit, and market share.

The Fix: Build a distinctive visual system. Use trends as seasoning instead of the whole meal. Strong brands don’t just look good; they look familiar by building consistent associations with their audience.

Leaving Out Real People

Polished product shots may look nice, but at the end of the day, people crave authentic connections with others. That’s why lo-fi, creator-driven, and user-generated content (UGC)-style ads continue to outperform. In fact, 88% of customers rank authenticity as an important factor when deciding which brands to support.

Fix it: Put human stories at the heart of your creative. Incorporate diverse faces and real voices. Authenticity is proven to convert.

The Bottom Line

The general rule in digital advertising is that you have 3 seconds to earn attention. How will you use those 3 seconds to change audience behavior so people will engage with your brand?

Performance creative doesn’t have to be soulless. The best of it is artful, strategic, and sticky. Build systems. Honor brand. Lead with empathy. And never forget who you’re designing for: a human with a thumb and a choice.