Multiple ads vs. one?

[SonicReducer]

I have read that there seems to be a consensus that running multiple ads is the way to go. But if you have done extensive testing an found one ad that outperforms all others in terms of CTR, is there any benefit to rotating other, lower CTR ads? It seems like you are just leaving clicks on the table when doing that. Does it not make sense to just go with your one proven ad?

[georgiek50]

Ads are soooooo sensitive to even the tiniest of changes. If you keep split testing you could come up with an even better ad then your current best. Sure, you might throw up a bunch of "losers" until you find something better, but when you do happen to find a "winner", it will be worth it. You'll get even more clicks AND pay less (eventually).

It's give and take basically.

[SonicReducer]

Ya, I guess testing should never stop. Even when you think you have the pinnacle of great ad copy :)

[resham5]

it's also preferable to have more than just 1 ad because a lot of times when ads are disapproved, your other ads can continue running and your traffic isn't affected that bad.

[QualityNonsense]

As an example of tiny changes impacting CTR, a full stop (or not) at the end of line one of my ads consistently affects my CTR by 0.5% on one campaign.