Performance marketing does not reward the best single video. It rewards the brand that can put enough of them in front of an audience to find out which one wins. That is a production problem, not an idea problem.
The month goes to one piece
A single hero film takes the whole cycle. By the time it is live the brief has moved, and there is nothing queued behind it.
Nothing to compare it to
One ad against no ad is not a test. Without variants the report says the month worked or it did not, and never which hook did the work.
You pay for the guess anyway
Media spend is the bill for the answer you did not get, and it is charged at the same rate whether the hook was right or wrong.
None of this is a shortage of ideas. It is a shortage of finished cuts, and that is the part that should not be yours to carry.