The recommended number of ads per ad group generally falls between 3 to 5 ads. This range provides a good balance between variety and manageability, allowing you to test different messages, creatives, and calls-to-action effectively while optimizing ad performance

. However, Google itself suggests that having 1 ad per ad group can be sufficient if you have enough budget to generate 2000-3000 impressions per ad for optimization purposes. Still, many experts recommend running at least 2 ads simultaneously to speed up learning and testing different ad elements independently of Google's automated optimization

Summary of Recommendations:

• Google's official stance: 1 ad per ad group is enough if budget allows for sufficient impressions (2000-3000 per ad).
• Expert advice: Start with 2 to 3 ads per ad group to facilitate faster testing and optimization.
• Industry best practice: 3 to 5 ads per ad group to maximize testing opportunities and improve conversion rates.

This approach helps you identify the best-performing ads faster and maintain a healthy rotation to avoid ad fatigue while ensuring quality and relevance

. In conclusion, aim for 3 to 5 ads per ad group for optimal testing and performance, but if budget or scale is limited, at least 2 ads are recommended to accelerate learning and optimization