You don’t need more ads. You need more creative variables.
Akvile DeFazio argues that a larger ad library does little if every asset repeats the same idea. She recommends testing distinct hooks, messages, angles, creators and formats, then sizing the test plan to budget and conversion volume. Her portfolio approach helps teams separate proven concepts from new hypotheses instead of treating every edit as a new strategic test.
Search Engine Land · Published
Why make time for it?
Read this when paid social creative output is rising but learning is thin. The article offers a usable way to define meaningful variations before producing more assets.
What to look for
- Group ads by underlying message or customer motivation to spot repeated ideas.
- Choose a manageable set of distinct creative hypotheses for the account’s budget and data volume.
Keep in mind
This is practitioner guidance, not a controlled test showing that creative diversity always improves results. Small accounts may not have enough conversion data to compare many variations reliably.
Take this question into the article
How many genuinely different customer motivations does your current creative library test?
The people behind the article
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Read the original sourceReading notes reviewed 6 Nov 2026. The publication date above belongs to the original source.