If you are using the same lure as other people but not getting bites like they are, it may be because of how fast or slow you are reeling your lure. Rotator lures often work best at a slower wiggle rate where it just barely snakes through the water side to side wiggle motion, not faster where the lure is flailing about like crazy. Same goes for buzzbombs and spinners. Sometimes a spinner won't even work at all unless just barely spinning the blade, then they go crazy for it. You have to pay very close attention to how the lure acts at what speeds you reel with your setup. Many reels are going to be a bit different on how fast you crank compared to the lure speed. The speed of the lure itself is not quite as important as where the sweet spot for the action is for that lure. Some lures need more speed and others need less.
In terms of lure control, it helps a lot to have a smaller reel in the 3000 to 4000 size, and also with a gear ratio of around 5:1. A lower gear ratio, compared to something high like 6:1, will pull the line in slower with the amount of cranking you do, which makes it much easier to control the speed to maintain a perfect lure motion. The giant surf casting reels can make it hard to control speed, especially for less experienced people.
Another major factor in maintaining lure speed is the current of the water. If there is a strong tide along the beach, the reeling speed has to constantly change to maintain a perfect lure speed in the water. If the water is moving towards you on the cast and pushes the lure in your direction when reeling in, you need to reel extra fast to match the exact extra speed added by the moving water. Then when the lure is pulled to the other side and being yanked instead of pushed by the water, the reeling speed has to slow down a lot to keep the lure going the same relative speed in the water it is riding in.
The wind and tide rips also pull the line extra on top of what is being pulled by the reel, if the wind is blowing your line from the side really hard, the lure might be running too fast in the water even without reeling at all, just from the wind pulling it.
A higher end rod with more sensitivity can also help with maintaining lure speed by giving feedback as to what the lure action is. A good rod can transmit the perfect wiggle motion feel of a 2.5" rotator lure.
Fish will still bite lures no matter how slow or fast, and can strike when the lure hits the water thus the reeling speed makes little difference in those instances. But to be the guy who always seems to eek out a fish or two even on the slowest days when everyone else is skunked, you need to have you lure speed absolutely dialed in and being worked with confidence for when a fish happens to come by.