Meta recently clarified an issue that many advertisers overlook or misinterpret.
“Optimization” has been part of the ad buyers’ gospel forever. We optimize at the campaign, ad set, and individual ad levels.
But this isn’t enough anymore. Now, optimization at the creative level is just as important — maybe even more important — than the levels listed above.
And optimizing your creative means diversification, not simply iterating on existing assets.
We all know what creative iteration looks like — using the same visual, for example, with a different call to action. But diversification means generating unique images, copy, and CTAs tailored to a variety of personas and segments.
Why does it matter? Meta explains it here, but we’ll give you the short version.
Meta's system has evolved to group ads together that “look or feel alike.” This means that when your ads are too similar, they share delivery optimizations at the creative level rather than the ad level.
Yes, THE CREATIVE LEVEL. (That’s new!)
When this happens, if your ads are iterative rather than diversified, you’re essentially competing against yourself.
How the Meta Ads System Works Now
Here’s how the system actually works today.
Andromeda scans tens of millions of ads. Then it selects a few thousand strong candidates. Then ads models like GEM determine which ads will resonate with specific users.
Creating more distinct assets generates more opportunities for the AI to find incremental audiences.
The performance lift from creative diversification is real. According to Meta:
- Image gen features can increase CTR by 11% and CVR by 7.6%
- Text gen features boost CTR by 3%
- Turning on AI-driven Advantage+ targeting features in sales campaigns boosts ROAS by 22%
Meta's also testing new creative insights in Ads Manager that will flag fatigue, surface ~150 creative themes, and recommend when to add new assets.
Looking for a resolution that will move the needle as you head into 2026?
Resolve to stop refining a limited or fixed set of creatives. Instead, build a broader portfolio with real variation across text, image, video, and personas.
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