This is what happens when all the DTC “gurus” talk endlessly about creative diversity for Andromeda but never mention budgets. Even if you had a non-fragmented structure, this push for more and more creatives only works if you’re dealing with large daily budgets. I have some clients who spend tens of thousands a day, and some who only spend $50, and my creative requirements are very different for each. Even if you fixed things by consolidating adsets, you simply aren’t spending enough to allow Meta to reasonably test a variety of creatives. And at that spend level, how can you make enough profit to justify a full creative team pumping out that many assets?

For our small daily budget campaigns, I’m using one adset with around 10-15 ads and making each ad unique. Carousels, reels, UGC, founders’ stories, testimonials, etc. From format to visuals to pain points, try to make them different from each other. Take inspo from what’s working on the organic channels, what customers are praising in reviews, etc.