This month Google began moving search campaigns onto its AI whether advertisers asked or not. Automation is excellent at capturing demand. It was never built to create it, and that gap is where local plans win or lose the holiday season.

Today’s consumers still expect content that feels relevant to them. But they also care about how their data is being used.

Good creative earns attention. Great creative earns results. From the first line of copy to the final logo lockup, every...