Meta's Ad Set Recommendation: No More Than Six Ads

Meta officially recommends using 6 or fewer creatives per ad set. This recommendation is based on the fact that the delivery system favors ads with more delivery because conversion predictions are more accurate. Adding more than 6 ads offers little marginal benefit.

To test different text options in Facebook ads, you should use the multiple text optimization feature. This allows for testing various text options to determine which performs best.

For testing creative content in Facebook ads, it is recommended to use Dynamic Creative. This feature automatically tests different creative combinations and delivers the highest performing ads.

The six ad limit does not apply to Advantage+ Shopping Campaigns because the documentation for these campaigns suggests importing all eligible existing ads to allow the system to automatically test up to 150 creative combinations. This is a clear indication that Meta encourages feeding Advantage+ Shopping Campaigns with a large number of creatives to leverage machine learning for optimal results.

The size of the budget can impact the approach to the number of ads in an ad set. Only those with larger budgets should consider pushing or exceeding the limit of six ads, as this allows for more extensive testing and potentially better optimization of ad performance.