What is the key step to winning in ads creative research?

I believe there are a few key points: First, choose the right industry and audience, avoiding those that are highly competitive or completely dominated by big brands. Second, study the strategies of competitors, think about the product values and effects they emphasize, and adopt either the same or completely opposite strategies. Third, take good care of your users, whether through gifts or communication, making them feel valued and that they are receiving extra benefits. Does anyone else have any experiences they’d like to share?