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This is the cleaner half of the answer you actually asked: when a creative wears out and how often to swap it. Motion analyzes ad performance for a living, so their read on refresh cadence (Meta creatives roughly every 2 to 4 weeks, sooner on TikTok) comes from patterns across a lot of accounts, not one founder's hunch. Treat it as a starting cadence and let your own numbers move it.
Ad Fatigue: What It Is and How to Avoid It
From Motion by Motion 10 min read
- Fatigue shows up as a falling click rate plus rising frequency and CPM, so watch those together rather than guessing by feel.
- A workable default is refreshing Meta creative every 2 to 4 weeks, but the piece pushes you to let the data set the timing, not a calendar.
- Refresh in small batches (swap a few at a time) instead of replacing everything at once, so you keep a read on what is actually working.
