“Just like an investor with an investment portfolio — you don't want 80% of your investments tied up in one creative. If it's an Nvidia you've got 30% max. Do anything more than that and you run a little bit of risk. Creative diversification is very important — it was a hard lesson learned.”

Portfolio-Diversify Ad Creative — Cap Any Single Creative at 30% Like an Investment

After losing their top creative overnight, Pray.com rebuilt their Meta strategy with explicit concentration limits: no single creative gets more than 30% of spend, the same way a smart investor caps a single stock position. They now test aggressively across formats borrowed from gaming, dating, and other verticals. The discipline forces continuous creative development rather than riding one winner until it dies.