20 Feb 2026 · 5 min read
Creative fatigue arrives faster than your calendar
Paid creative used to last six weeks. On our accounts it now lasts nine days.
We track the day an ad's cost per result starts climbing with no change in spend. In 2023 the median was 41 days. In 2025 it was nine.
The cause is not mysterious: more advertisers, more creative, faster feeds. The fix is structural. Paid cannot be a department that receives assets from content once a month. It has to sit inside the content team.
Our refresh cadence is now weekly. Every Monday the top ten organic posts from the previous week go into paid. Every Friday the bottom five ads are switched off. Nothing waits for a quarterly review.