What comes first for you, the ad image or the ad copy?

Curious how other makers and marketers think through this:

When you're putting together an ad (for your own product or a client), what do you build first, the image or the copy?

• Do you start with the visual and write around it?

• Or do you write the hook/headline first and let that shape the visuals?

We’ve been exploring this inside our team and noticed everyone has their own bias, some swear the image drives scroll-stopping attention, while others say the words carry the conversion.

Would love to hear how you approach it.

→ What do you personally start with?

→ Has it changed over time?

Also curious: if you're running multiple ads, do you test visuals or copy more?