How many ads should I launch in a new Facebook campaign?

Do not launch with one or two ads. Launch with at least 10 different ads, mixing images and videos, so Meta can test them. Each ad has three text spots: the text above the image, the bolder text below it and the smaller text below that. Write several versions of each text, about three to five (the AI assistant can write them), so Facebook can split test the combinations. You can upload up to 10 images in one ad.

Expect Meta to send most of the traffic, often around 90 percent, to the two or three ads it predicts will win, while the rest get barely any views. That is normal, and it shows you which ads Meta likes. Do not try to force traffic to the others. Facebook no longer rejects ads for having too much text, but it makes ads it does not like more expensive and may show them to almost nobody, so volume gives you a better chance of finding winners.

Design ads so that only your ideal client pauses, for example by calling out your audience in the ad ("attention marketing agencies"). That pause, and the quick scrolling by everyone else, is the signal Meta uses for targeting.

After the first seven days, filter every week: turn off the ads with a high cost per result, keep the cheapest ones, add new ads in the same ad set to replace the ones you turned off, and repeat.