How many ads should I put in one ad set?
As a heuristic, run 3 to 6 distinct ads per ad set. A small budget needs fewer ads so each one gets enough delivery to judge.
Marián Cabadaj
1 min read
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As a heuristic, put 3 to 6 ads in one ad set. That gives Meta enough choice to find a winner without spreading a small budget so thin that no ad gets enough delivery to judge.
The right number depends on budget. Meta's learning phase works at the ad set level and needs about 50 optimization events in the week after your last significant edit, shared across all its ads. A small budget does better with fewer ads. A bigger budget can carry more, and Meta accepts up to 50 images or videos at a time in Advantage+ app campaigns.
Make the ads truly different. Five near copies of one image teach you less than three distinct angles.
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