Refresh 20-30% of creatives weekly once fatigue signals appear: CTR drops 20%+, frequency exceeds 3.5, or CPL rises 30%+ week-over-week.
Fatigue signals
- Frequency over 3.5 per 7 days - CTR decline over 20% vs rolling 14-day baseline - CPL rise over 30% WoW
Refresh rhythm
- Weekly: swap bottom 2-3 performers - Fortnightly: inject 1 new angle (hook, format, offer) - Monthly: refresh landing page hero + testimonial set