Kob is a slow retrieve. You ideally want to bounce the jig along the bottom. "Whip" rod tip up from the horizontal to about 45%. Then slowly wind back down and repeat. Visualise the lures action as you work the rod.
For leeries and shad you will want to focus on the mid and upper water column. A fast erratic retrieve will do the trick. Use the same retrieve as you would for cob but speed it up. You can also try a number of twitches and winding simultaneously. There are simply no rules – experiment.
Rather use spoons (such as a slim spoon) for shad though, or you’ll be replacing your bucktail each trip.