If you manage Google Ads, you’re responsible for creative that runs across surfaces and formats that never used to exist.
Not long ago, an ad was a single headline and two short descriptions. Today, a single Google ad can include multiple responsive text assets, videos, and images, generating tens of thousands of permutations.
We’re often told that when it comes to ad creative, we should just “let the data decide.” So mediocre assets enter rotation, the platform reports on performance, and nobody can explain why an ad works or doesn’t.
Part of your job is to champion good ideas and push back on bad ones. Creative direction isn’t about overriding your tests. It’s about improving the quality of the ideas that enter them.
That takes creative judgment, and it’s a skill you can build. At SMX Advanced 2026, I shared the framework I use to evaluate ads like a creative director. It’s called MOCA, which stands for magnetic, obvious, congruent, and actionable.
Let’s walk through each pillar using real ads.
Magnetic ads qualify the click
Magnets are selectively attractive. They pull some things in and actively push others away.
That’s exactly how great ads work. You want to attract buyers and repel tire kickers because every unqualified click is budget you’ll never get back.
Look at these two ads running on the same “investing” keyword:
- Get Started with $1
- $500 Min Investment
Robinhood says you can start investing with just $1. That’s clearly for beginners.
Meanwhile, Percent promotes a $500 minimum investment for accredited investors. That’s clearly for high-net-worth individuals.
Both ads qualify the click before the visit ever happens.
Here are two more examples of magnetic ads:
- Find ISO 27001 Gaps Before Auditors
- Crazy Comfortable 4-Way Stretch
If you’re preparing for an ISO 27001 audit, the first ad grabs your attention. If you’re not, you scroll right past it.
If you like stretchy jeans, Mugsy’s shopping ad earns your click immediately. If you’re not in the market, there’s no reason to click.
Your ad should make it obvious whether someone should click or skip.
In a broad match world, qualifying the click with creative is the difference between funding your growth and funding Google’s.
Magnetic ads qualify the click, so your budget doesn’t have to.
How magnetic is your ad?
Does it tell viewers whether to click or skip?
- Attract: Does your target audience want what’s being offered?
- Repel: Would your anti-audience self-select out before clicking?
See exactly how your competitors win.
Uncover the keywords, ads, landing pages, and strategies driving your competitors’ paid search success—and find your next opportunity to outperform them.
Analyze your competitors
Obvious ads don’t make you think
An obvious…
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