HOW MANY ADS IS TOO MANY?

Summary from the TLDR Marketing newsletter

The old limit of 6 ads per ad set on Meta is no longer as relevant. With the rollout of the Andromeda system and new creative AI tools, Meta now promotes creative diversification across formats, styles, and messaging angles. Advertisers are seeing success with ad sets containing up to 50 ads, thanks to Meta's ability to handle variation more intelligently. Meta's new algorithmic approach appears less sensitive to budget thresholds, allowing broad testing without the old distribution penalties.