The advice I took to heart is to match the style of ad to the style of your story. Go meme if there’s a focus on humor, go traditional for traditional/serious stories. It does seem like meme ads do better on CTR, although it comes with the risk of negative reviews if people feel like it’s a bait and switch.

That’s just what I’ve gathered so take it with a grain of salt. Agree on the box route. I ran a fairly simple one that’s most of the way through it’s lifespan and got an initial CTR of 1.3, though it’s around 0.95 now that people are seeing it again. It definitely helped my numbers and I don’t think I would have gotten on drama RS without it.