How Often Should YouRefresh Ad Creative?
Spend determines cadence — not the calendar. Enter your numbers to see exactly when your current ads will fatigue and how much new creative you need per week.
Refresh Cadence Calculator
Fatigue model based on spend per creative per day. Higher spend with fewer creatives = faster fatigue.
Your Results
Your creative is fatigued in
days
Healthy range — keep the pipeline moving.
New creatives needed per week
To keep frequency capped and CTR stable
Suggested batch tier
Minimum — $1,497
300 scripted ads in 24 hours covers ~23 weeks
The Real Rule: Spend Determines Cadence, Not Calendar
Generic advice says “refresh every 2 weeks.” That's meaningless because it ignores the only variable that actually drives fatigue: impressions per unique user. A $1,000/month account running three ads might be fine for six weeks. A $20,000/month account running those same three ads will burn through the audience in under a week.
At small spend tiers ($1k-3k/month), a 7-14 day creative lifespan is normal. At $5k-10k/month, you're closer to 5-10 days per creative before frequency climbs into the fatigue zone. Above $10k/month with narrow targeting, lifespans fall to 3-7 days — sometimes less.
The higher your frequency cap, the faster fatigue arrives. The only durable solution is a creative library large enough that any one creative never gets over-served. That's what our batch service is built to produce.
Signs Your Ads Are Already Fatigued
CTR decay of 30%+
From launch week to current, on the same audience with no targeting change.
Frequency above 3
Rolling 7-day frequency per user climbing past 3 is the first real alarm bell.
CPM inflation 20%+
Algorithm is reaching deeper into the audience because the near-bucket is saturated.
Cost per lead creeping up
Week over week, even with bid and budget held constant.
Comments and engagement drying up
Warm pools lose interest first. If engagement dropped before clicks did, fatigue is mature.
How to Actually Produce Refresh Volume
If your calculator says 10+ new ads per week, that's 40+ per month. Producing that in-house means a full-time creative team. Outsourcing to a typical agency means weeks of back-and-forth per batch. Neither works.
Our model: you record once. 15-20 minutes, selfie style. We turn that into 300, 500, or 1,000 unique scripted variations — delivered in 24 hours. You feed the refresh pipeline for weeks or months off a single recording session.