An example
Acme Watches has ten live ads, but eight are the same studio video with different captions. When that concept tires, the whole account tires with it. The next month it runs ten ads across four angles, three formats (UGC, static, product demo) and three creators, and spend spreads across six of them instead of one.
Why it matters
Automated delivery shows each ad to the people most likely to respond to it. Near-identical ads compete for the same people, so adding more of them adds little reach. Distinct ads can each find their own pocket of buyers, which also spreads the risk when any single concept fatigues.
How to improve it
Audit your live ads by angle, format and creator and look for clusters. Fill the gaps with net-new concepts rather than more iterations. Keep a few proven winners running while you test, so variety does not cost you your best performers.
