We put intense effort into the development of quality, high-performance ad (and ad extension) copy because it is a ‘high-leverage activity’ when it comes to campaign performance. In digital media, the magic is rarely in the initial copy… it emerges through the ad optimization process.
Learning how to create high performing ad copy development is similar to some ways to mastering carpentry, golf, weight lifting, or cooking.
Repeatedly, just when you think you are getting good at it, you realize that once again, you are merely an apprentice and there is much more to be learned. There are many nuances, tradeoffs, and “non-intuitive aspects” to it that can only be learned over time.