The previous guideline from Meta suggested using 6 or fewer creatives per ad set for optimal performance, but this quote has been removed from their page. Although the page still exists, it now emphasizes that running too many ads can lead to decreased delivery and performance. The removal of the strict six-ad limit indicates that it was merely a guideline rather than a hard rule, as advertisers may have misinterpreted it as a rigid maximum.
For advertisers with a moderate or modest budget, maintaining around six ads per set is advisable, especially if some ads are not receiving impressions. Conversely, those with larger budgets can experiment with more ads, as they are likely to receive impressions on a broader range. However, it is essential to remain cautious about the potential negative effects of running too many ads simultaneously, as Meta still advises moderation.
