Fewer ads. More different creatives.

• 3–5 different ideas in the ad set — not 10 colour or text swaps of one ad.
• Each idea hits a different reason to buy: a pain, a proof, a demo, a founder story, an offer.
• Different formats: at least one video, one static, one carousel.
• Different first 3 seconds: the hook changes the idea, not only the colour.
• Variations of one idea live inside one ad as extra assets (up to 10), not as separate ads.
• Each ad named by idea (e.g. pain_rto_v1) so you can see which idea won, not which colour.
• One idea gets almost all the spend? The others may look too similar — replace them with a truly new angle.

Source: Meta Engineering, "Meta Andromeda: next-gen ads retrieval", 28 Oct 2026. "3–5 ideas" is our working rule, not a Meta number.