An ad image needs a job to do.

Choose one main message instead of putting every product benefit into one image.

Build a clear visual hierarchy: a focal point, a short headline and a next step. Make sure the message is readable on a phone.

Keep the promise consistent. If an ad introduces a specific service, the linked page should make that service easy to find.

Treat creative options as hypotheses. Compare clear variations and review the relevant outcome rather than assuming your favourite design will perform best.