We highly recommend that you run at least two ads for each campaign because performance can vary greatly. Over time, running two ads in one campaign will help you determine which creative attributes (text, images, colors) produce better results. Our reporting tools allow you to see which ad is performing better—information you can use to create other ads. You can test images, headlines, call to action, etc.—all with the goal of creating the optimal ad that will give you the best return on your investment.