The first step in driving response is understanding a typical sales funnel;
Specific industries typically focus on specific objectives;
FMCG - Sales
eCommerce - Check out / CTR
Insurance - LTV of a customer
Other - conversions
For this reason you may want to consider running different campaigns in accordance with the funnel. For example you may run a Reach & Frequency before running a Lead Ads campaign.
Use a structured approach to storytelling
Ultimately all ads are created to deliver ROI and drive performance, however the best results come from a seamless story that stretches from brand to Retail.
Stick to one strong focal point
Have a clear Call to Action (CTA)
Use your brand personality
Create emotional rewards
Create informational reward
Mirror creative to where your audience is in the sales funnel
Use the Metrics that Matter
Choose the right metrics that correlate to your business objectives.