Don't add new ads to existing ad sets, the algorithm won't give them budget. Instead, create a fresh ad set every Monday with 5-10 new creatives, let them run for 5-7 days, then move winners to scaling and kill the losers.
Most advertisers get this part wrong. They have an ad set that's already running, already spending, and already working. Then they decide they want to test new creatives, so they drop those new creatives into the same ad set. That usually sounds logical, but it's a bad move. By that point, the algorithm has already figured out which of the old creatives it likes, so most of the budget keeps going there. The new creatives barely get any spend, which means they never really get a fair shot. So people think they tested them, but they didn't. What works much better is launching a brand new ad set every Monday. Same campaign, same audience, same budget, but a fresh ad set with 5 to 10 new creatives inside it. Now the algorithm has to learn from scratch in that new ad set, and those new creatives actually get distributed spend. That gives you a much clearer read on which ones have real potential. After 5 to 7 days, you can see what's worth keeping. The winners move into your scaling campaign and the losers either get cut or saved to test again later. Then the next Monday you do it again with another new ad set. And another batch of creatives. That way, your old ad sets keep running with the winners they already found while your new ad sets keep producing new winners. You're not messing up the old learning and you're not starving the new creatives before they even get a chance. That one structural change makes a huge difference. It's the difference between thinking you tested 50 creatives in a month and actually testing 50 creatives in a month.
