How many ads and text variations should I launch with on Facebook, and should I use images or video?

Launch with at least 10 different ads in one campaign and ad set. Facebook's AI predicts which ads will do well before it shows them and usually sends about 90 percent of the impressions to one or two of them, while the rest get hardly any views. The ad you expect to win often does not. So do not spend days perfecting one ad. Feed Facebook options and let it find the winners.

1. Start with image ads. Video has more variables (the hook, the message and more), so you cannot tell what worked. Move to video once you have a working image and want to expand.
2. Create the first ad with one image, then duplicate it until you have 10 ads and swap in a different image on each. You can also click Image ad and upload your 10 images.
3. Each ad has three text fields: the primary text above the image, the headline below it, and the smaller description below that (not shown on every placement). Enter five variations of each, some short, some long, some with emojis and some without. Only about the first two lines of the primary text show before Read more, so an emoji at the front, such as a stop sign or a green check, can help it stand out.
4. If you see the option to customize the text for each person, enable it so Facebook shows each person the version they are most likely to respond to.
5. Make the headline and text match both the images and your landing page. If some images do not match a headline perfectly, that is fine, Facebook tests them.
6. Run AI-written text through the humanizer skill so it has no signs of AI writing such as em dashes. People distrust ads that look AI generated.

After launch, keep the winners, remove the ads that get no traction, load seven to ten new ones and repeat until you are left with good ads. Facebook no longer rejects ads for having a lot of text, but it makes ads it dislikes more expensive and may show them to almost no one, so volume and testing matter. A scroll stopping ad that looks plain or out of place, such as white text on a solid blue or red background, often beats a polished corporate ad. When you do not know the winner, you are buying the data to find out.