In context
Campaign: 'Prospecting — Cold US'. Ad set 1: 'Lookalike 1% Purchasers'. Ad set 2: 'Broad + Advantage+ Audience'. Ad set 3: 'Interest: Competitors'. Each ad set has 3 PDA-framed creatives from CreaScale — 9 ads total across the campaign. CBO at campaign level distributes budget automatically.
Why it matters
- Ad set is where audience and placement are defined.
- Too many ad sets (7+) starves each one under CBO.
- Testing discipline = isolate one variable per ad set.
Related terms
Frequently asked questions
How many ads per ad set?
3-6 is the sweet spot — enough rotation, not so much it dilutes learning.
Can I have one ad per ad set?
Yes, but you lose creative rotation benefits. Ok for clean ABO single-angle tests.
Exit-learning-phase threshold?
50 optimization events per ad set per 7 days. Under $50/day is usually not enough.