Case: A fatigue-refresh SOP that held CTR above 1.2% on a 90-day campaign

Case: A fatigue-refresh SOP that held CTR above 1.2% on a 90-day campaign

A long-running campaign decayed every two weeks: CTR fell, CPA climbed, buyer reacted too late. A scheduled refresh runbook kept it alive 90 days.

Run this every Monday on any campaign running 14+ days.

Stage 1 — Diagnose (Owner: buyer)
☐ Pull frequency and 7-day CTR trend
☐ Flag if CTR fell 20% vs week prior

Stage 2 — Refresh (Owner: buyer + designer)
☐ Swap top 3 fatigued creatives for new angles
☐ Keep one control creative unchanged

Stage 3 — Verify (Owner: buyer)
☐ Confirm new creatives approved and live
☐ Log CTR baseline for next week's compare

Trigger: Monday, campaign age 14+ days.
Done-when: refresh shipped or 'no action' justified in log.

Result: campaign ran 90 days with CTR never dropping below 1.2%; CPA stayed within 12% of launch.

Save this. Run it every time.