“just because algorithm decides to deliver one creative over others doesn't make the other creatives bad creative... that particular creative that got the 90% of the spend was maybe lucky we call it like lucky 5,000 impressions”

Pull the dominant ad to give underdelivered creatives a fair shot

Meta makes early allocation decisions within the first 5–10k impressions, meaning one ad can crowd out others not because it performs better but because it got lucky early. Removing the dominant ad from a test adset often causes suppressed creatives to suddenly bloom. Actively equalizing budget across creatives gives a cleaner read on true performance.