Launch with 4-6 distinct creative angles per ad set, refresh 2-3 weekly once fatigue hits (CTR drops 20%+ from baseline).
Launch set
- 2 video (short-form + talking-head) - 2 static (testimonial + data) - 1-2 carousel (process walkthrough)
Refresh cadence
- Week 1-2: observe - Week 3: swap bottom 2 performers - Week 4+: refresh 2-3 per week perpetually
Creative volume is the #1 predictor of sustained CPL on Meta.