I really hate seeing "creative" as a noun like this. I know it's entering common use but it sounds wrong grammatically.
More importantly, it feels like another word would be better here -- "content" or "art" or "copy" or anything more descriptive.
Source: https://www.merriam-webster.com/words-at-play/can-creative-b...
It's a gussied up way of suggesting this is more highbrow than 'ad' which tends to have a pejorative connotation.
The heirarchy of terms gets really confusing here
"How did the ad we put up last month do" sort of conversations
"Creative" is more succinct, but I don't think it's clarifying anything.
Creative = Story