The ad has to match the forecasted page
If the forecast assumes a $47 product and a thank-you upsell, do not run an ad that promises a free webinar. Same offer, same words.
Make three variants, not thirty
The creator will let you fidget. Three headlines, one image style, same URL. Kill losers. Keep the file for the next test.
Stop when the page is the problem
If three decent ads lose, fix the page. More creative will not repair a leak. That is why the pack is two tools in one download.