Kill the ad vs refresh the creative

Kill the ad vs refresh the creative

Ad's fading (creative fatigue — same people, dropping CTR). Replace or revive?

— Full kill + brand new creative = restarts learning, but escapes the fatigue cleanly. Best when frequency's high and CTR cratered.
— Refresh (new hook, new thumbnail, same offer/angle) keeps the winning structure and often re-energizes without a full reset.

Decide by the metric:
— CTR dropped but CPA still okay → refresh the opener, you've got a tired hook not a dead offer.
— Frequency 4+ and CPA up 40% → kill it, the audience is cooked, no edit saves it.

Risk: refreshing a truly saturated audience just buys you a week before the same wall.

Swap only the first 3 seconds on ONE ad and watch CTR for 48h.