Swapping the image every 4 days kept EPC from sagging 30%

Swapping the image every 4 days kept EPC from sagging 30%
Trench note: your winning creative isn't dying because it's bad. It's dying because the same eyeballs saw it 9 times.

Joint offer scaling on native. Watched EPC drift down ~6% every couple days — classic fatigue, not a broken campaign.

Set a rule: every 4 days, swap ONLY the image, keep the winning headline + lander. Cycled through 4 image variants on rotation.

Measured over 3 weeks vs the prior "set and forget" run:
— Old: EPC sagged ~30% by week 3
— New: EPC held within 8% of peak the whole time
— Same headline carried it — just fresh visuals

Fatigue is a frequency problem. Change the picture, not the campaign. Go test it.