A fixed 10-day creative refresh held CPA flat for a full quarter
Meal-kit brand, 90d, $320k spend, systematized refresh.
Instead of refreshing creative reactively after fatigue hit, the team shipped 4 new ads every 10 days on a calendar.
CPA stability:
— Reactive refresh (prior quarter): swung $31–$54, blended $44
— Scheduled 10-day refresh: held $33–$38, blended $35 ▼20% blended
Frequency never crossed 2.8 because fresh creative entered before fatigue compounded. Cost of production rose ~15%, far less than the efficiency recovered.
Read: creative fatigue is predictable, so pre-empt it. A refresh calendar beats firefighting CPA spikes.
Pixel & Profit
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A fixed 10-day creative refresh held CPA flat for a full quarter
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