Hey — appreciate you being here. I've built this newsletter to educate, debunk, and provide value to my inner circle.
If you’re reading this, chances are you’ve reached out, worked with us, or are currently working with us. Either way, you’re in the right place. There’s a misconception that comes up over and over again across the hundreds of ad accounts we review, so I wanted to break it down and give you some real clarity.
If you’re running Meta ads right now, there’s a good chance you’ve misunderstood what “creative diversity” actually means.
Most brands think it’s this:
→ Take one winning ad
→ Duplicate it 10 times
→ Swap the hook or tweak the copy
That’s not creative diversity.
And today… it can actually hurt your account.
Meta’s algorithm has evolved. It now scans for creative similarity across your account. So when you flood campaigns with ads that look and feel the same, you’re not giving the system more to work with, you’re limiting it.
Instead of expanding performance, you’re compressing it.
What Creative Diversity Actually Means
Creative diversity is about variation in experience, not just variation in words.
Different formats.
Different angles.
Different ways of communicating value.
Think:
- UGC vs studio
- Founder story vs problem-solution
- Product demo vs lifestyle
- Short-form punchy vs long-form educational
The more distinct your creatives are, the easier it is for Meta’s AI to:
- Understand what works
- Match the right message to the right person
- Scale efficiently
That’s what leads to a healthier account and better performance over time.
How We Leverage This (The Right Way)
Instead of building campaigns around “ads,” we build them around people.
We start with a single user persona.
Then we go deeper:
We map that persona across different stages of awareness.
Because not everyone entering your funnel is at the same point.
Some people:
- Have never heard of your problem
- Some are actively looking for solutions
- Others are ready to buy right now
If you show all of them the same ad… you lose.
Our Structure
We keep it simple, but intentional:
- 33% Top of Funnel (TOF) → Awareness & problem introduction
- 33% Middle of Funnel (MOF) → Education & differentiation
- 33% Bottom of Funnel (BOF) → Conversion & decision-making
Each stage gets its own type of creative.
Not just different copy…
A different experience.
What This Unlocks
When you structure campaigns this way, something interesting happens:
You stop forcing one ad to do everything.
Instead, Meta starts building independent buyer journeys inside your account.
Each user gets a slightly different path based on:
- What they respond to
- What they need to see next
- How ready are they to buy
That’s why you’ll often see:
- One or two creatives are taking most of the spend
- Others are playing smaller, supporting roles
That’s not a problem.
That’s the system working.
Your “hero” creatives drive volume.
Your supporting creatives move people through the funnel.
Simple Example
Let’s say you’re pushing one core angle.
Instead of repeating it…
You translate it across awareness levels:
- TOF → Highlight the problem they didn’t realize they had
- MOF → Show why your solution is different
- BOF → Remove objections and drive the decision
Same core message.
Different delivery. (See picture attached - Different colors means different creatives, all creating unique experiences for different users)
Different intent.
(FYI this Hierarchical Ad Index Photo is pulled directly from Meta's website: https://engineering.fb.com/2024/12/02/production-engineering/meta-andromeda-advantage-automation-next-gen-personalized-ads-retrieval-engine/)
The Bottom Line
Creative diversity isn’t about doing more.
It’s about doing different.
If your ads all look the same, your results will plateau.
If your ads speak to different people in different ways, your account compounds.
That’s the shift.
Hope this helped! If you’d like me to review your marketing strategy and put together a 2-page audit, just reply to this email, and we'll get it going. (or text me, 619-319-0681)
