<b>Accounts shipping 8+ new creatives/week hold CPA 22% steadier</b>

<b>Accounts shipping 8+ new creatives/week hold CPA 22% steadier</b>
Across 31 accounts tracked 6 months, CPA volatility = month-to-month standard deviation.
— 1–3 new creatives/week: CPA volatility baseline (high)
— 4–7/week: ▼13%
— 8+/week: ▼22% and slower fatigue onset
Diminishing returns past ~15/week unless you're spending $50k+/mo. It's iteration velocity, not budget, that smooths CPA.
Read: creative is the throttle, not the bid. If CPA swings month to month, your problem is a thin creative pipeline, not the algorithm.