Changing ad creatives based on drop rate? You might be updating at the wrong frequency!

Many people ask me: How often should Meta ad creatives be refreshed? Is it bi-weekly? Monthly? My answer is: Don't just look at the calendar—focus on data and audience tolerance. First, consider your target market. For example, ads targeting the US with large budgets and broad audiences tend to have much longer 'shelf life' than you'd expect—many old creatives can run smoothly for two to three months. Over-refreshing due to 'creative fatigue' might prematurely kill ads that still perform well.

Second, assess the creative's lifecycle: Seasonal promotions or holiday campaigns require frequent updates, while stable-performing creatives without strong promotional triggers should only be replaced when data shows declining effectiveness.

Third common mistake: Immediately cutting underperforming creatives. My advice: If the ad group overall performs well, don't rush changes. For adjustments, first pause the top-budget ad to give others breathing room—see if they can rebound.

In summary: Ad refreshes shouldn't follow rigid schedules but must align with campaigns' rhythm, strategy, and data.

Next episode we'll discuss: Should new ad creatives be tested separately or directly added to running ad groups? Stay tuned!