There’s no one structure we specifically recommend. It really depends on what you’re looking for! If you want a clearer comparison between different creatives, A/B testing might be the way to go. That would mean running each creative in a separate ad set with the same variables (like audience, budget, and placements) so the results are purely based on the creative itself.
We’ve also seen some customers put multiple creatives in the same ad set and let Meta’s algorithm optimize for the best performer. This can be more efficient, but the trade-off is that you won’t get as much insight into why one creative outperformed the others.
