Most design that underperforms in ads was never designed for ads. It was designed at full size on a desktop, then pushed into a feed where it is seen at thumbnail scale for less than two seconds. We design for the placement first — legibility at the size it will be seen, a single clear focal point, and text that survives compression.
Production runs on a brief, not on guesswork: what the piece is for, who sees it, what it must make them do, and which formats it needs to exist in. That is what makes a set of creatives usable across a campaign instead of one nice-looking file.
Yes — that is the preferred starting point. If guidelines do not exist, we can define the minimum needed for consistency before production begins.
Two rounds on a defined brief, which is enough when the brief is clear. Scope changes mid-project are handled separately so revisions do not become a second project.
Yes, and not by swapping the text. Arabic layouts are composed right to left with type chosen for Arabic, which changes composition rather than mirroring it.