I mean, the average person has no idea who is running for house, especially in primaries; most have almost no name recognition (even incumbents, unless you're AOC or MTG). That's why money works so well, if at the very least it helps a random voter think "that name sounds familiar, let's go with that."

Only solution I can think of is just removing money from campaigns and having people rely on endorsements, but that's not happening anytime soon.