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Creative

How often should I refresh my financial adviser ad creative?

Last reviewed 22 April 2026 · Reviewed by Jake McQuillan

Quick answer

How often should I refresh my financial adviser ad creative?

Refresh 20 to 40% of active creative every month, and 100% of creative every 90 days. Signs you have waited too long: rising CPL, falling CTR, audience saturation warnings in Meta/Google.

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The cycle

  • Weekly: check frequency, CTR and CPL per creative.
  • Monthly: retire bottom-20% performers, introduce new variants.
  • Quarterly: full refresh of hooks, imagery, offers.
  • Annually: major brand / positioning review.

Warning signs

  • Meta frequency > 3 per user per week.
  • CPL rising 15%+ week-on-week.
  • CTR falling 20%+ from peak.
  • "Audience saturation" warning in Ads Manager.

Where to source new creative

  • Repurpose existing customer testimonials.
  • Record short adviser explainers.
  • Rewrite static graphics into UGC-style video.
  • User-generated style from real client journeys.
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JM
Reviewed by
Jake McQuillan
Founder at Platinum Prospects
Last reviewed 22 April 2026

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