If you've noticed CPMs creeping up and CTR dropping roughly every 3-4 weeks, you're not imagining it — it's creative fatigue, and it's measurable in Meta's own frequency metrics.
The fix isn't just 'make new ads' — it's building a creative testing pipeline that ships variations before fatigue sets in, not after performance has already dropped.
We run a rolling calendar of 4-6 new creative concepts per month per campaign, informed by which hooks and formats performed best in the prior cycle.
Dynamic creative optimization helps, but it's not a substitute for genuinely new concepts — it optimizes combinations of assets you already have, not creative direction itself.