Do creatives actually matter more than offers in 2026?

[Lidiia]

Lately it feels like creatives decide everything.

Same offer.
Same traffic source.
Totally different results — just because of the creative.

And the problem isn’t even “lack of ideas”, but small things:
where the hook is, how fast the message lands, whether the angle is already burned.

Anyone else feeling this?
Or am I just overthinking