SOP: Refreshing fatigued creatives

Run this whenever CTR drops 20% from a creative's peak week.

Stage 1 — Confirm fatigue, not seasonality
☐ Compare CTR and frequency over the last 14 days (Owner: buyer)
☐ Rule out an audience or platform-wide dip
☐ Identify exactly which creatives decayed

Stage 2 — Produce variants
☐ Keep the winning angle, change the visual hook (Owner: designer)
☐ Make three new variants, not one
☐ Reuse the proven headline as a control variant

Stage 3 — Rotate in
☐ Launch new creatives alongside the tired ones, not as a swap
☐ Give each 48 hours and a minimum spend before judging
☐ Retire the worst performer, keep the best as the new control

Owner: buyer flags, designer produces. Trigger: CTR down 20% from peak. Done-when: three fresh variants are live and the fatigued creative is retired.

Save this. Run it every time.