I know its not good k/d/a overall but i think he impacts games better than other top laners

Hello. I recently started playing Jayce top, and I'm trying to understand how to choose the right runes depending on the matchup.

Are there any general rules of thumb you guys follow?

i'm not really looking to just copy rune pages from websites. I'd like to understand why certain runes are better in specific matchups.

i will take any advice thank you.