Why Does Meta Recommend Diverse Ad Creative?

Meta’s advice fits an ad set that carries many ads, each getting little delivery, and a sales campaign where you can supply different assets. Meta documents two pieces of advice that work together: provide diverse creative assets, and run fewer ads. Those two pages give no target number of creatives and no figure for what diverse creative changes in your results.

What does Meta mean by diverse creative assets?

On its Advantage+ sales campaigns page, Meta lists as a best practice: “provide a wide variety of diverse creative assets to help increase relevance and maximize performance.” As read on 3 October 2026, that page does not define “diverse”.

Meta’s flexible media page uses a related phrase, “enhance creative diversity”, for a single image or video being used across various placements. Use the Advantage+ line as Meta’s wording and do not read a rule into it.

Why does Meta also say to run fewer ads?

Meta’s ad volume page says that “when an advertiser runs too many ads at once, each ad delivers less often.” It says this means fewer ads exit the learning phase and more budget is spent before the delivery system can optimize performance, so “too many ads can result in worse performance.”

Its tactic is to “decrease ads per ad set, but maintain diverse creative assets per ad set”, and it adds that one ad can contain multiple creative assets, up to 10. That is a maximum Meta states, not a count to aim for.

How can one ad hold several variations?

Meta’s ad volume and flexible ad format pages name tools including these, with their own conditions:

1. Flexible ad format. Meta says you can select up to 10 images and videos, and the delivery system decides whether to show a single image, a video or a carousel. Meta says it may not be available to you.
2. Multiple text optimization. Meta says one ad using it “is usually more effective” than several ads without it.
3. Dynamic creative, for testing several creative variants in one ad. Meta says that for sales or app promotion objectives you may no longer be able to use it when creating ad sets, and recommends the flexible ad format instead.
4. Asset customization, so one ad can use different assets for different placements.

What does Meta’s 9% figure cover?

Meta’s Advantage+ sales page says advertisers who used Advantage+ sales campaigns “saw 9% improvement in cost per conversion, on average”. Meta’s conditions: the test ran globally and across verticals for 1 week starting 3 December 2024 within the sales objective, and a statistical simulation framework gave 90% statistical confidence that Advantage+ sales campaigns outperform “constrained campaigns”.

So the 9% is Meta’s figure for Advantage+ sales campaigns, and the page names “constrained campaigns” only in its 90% confidence statement. It is not a figure for creative diversity, and the page does not link it to the number of creatives or to Andromeda.

Does adding a new ad change anything for learning?

Yes. Meta lists “adding a new ad to your ad set” as a significant edit, and says only a significant edit makes an ad set re-enter the learning phase. During learning, Meta says, ad sets are less stable and usually have a higher CPA. Meta also says testing new creative is still important, and advises balancing it so the delivery system can learn about each ad.

Is Andromeda the reason?

Meta’s ad volume and Advantage+ sales pages, as read, do not mention Andromeda. Meta’s engineering post says the number of ad creatives in its systems “is expected to grow significantly”. Its closing section says that, looking forward, an expected change in the Andromeda model architecture “delivers a more diverse set of ad candidates”, and that “Increased ad diversity can improve people’s experience with ads and drive better advertiser outcomes.”

That is about the candidates Meta’s own system retrieves. The post does not turn it into advice on how many creatives to upload, so this entry does not either.

FAQ

How many creative assets can one ad hold?

Meta’s ad volume page says one ad can contain multiple creative assets, up to 10, and its flexible ad format page says you can select up to 10 images and videos. These are maximums. The two pages do not say how many to use.

Does diverse creative mean running more ads?

Not in Meta’s advice. Its ad volume page says to decrease ads per ad set while keeping diverse creative assets per ad set, because too many ads each deliver less often. Variety goes inside the ad, using the tools Meta lists where they are available to you.

Is the 9% figure about creative?

No. It is Meta’s figure for Advantage+ sales campaigns, from a test run for 1 week starting 3 December 2024. The page lists diverse creative assets as a separate best practice and does not tie the 9% to creative variety.