Creative Testing 2025 - ABO or CBO?

How is everyone testing creatives nowadays? I’ve been running ABO ad sets with 5 ads each and then moving winners to their own campaign / ad set at a higher budget.

I’m curious if people are finding success running creative testing in CBO. I’ve always found that the older ads with engagement still hog spend when testing in CBO, but I know some people swear by it because Meta’s algorithm “knows best” as to what will get the best results…theoretically.

Posted Aug 3, 2025, 3:00 PM UTC

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