One ad is doing 84% of the heavy lifting

Your evergreen campaign has 4 ads running, but one of them (the Founder UGC video) is driving 84% of sales. That ad works really well — but it's your only winner.

Creatives fatigue. Usually around the 45-90 day mark, performance starts to drop. When that happens, your campaign loses most of its revenue overnight because there's nothing behind it. The fix isn't to pause the hero. It's to film 3-5 variations of the same hook in the next month so you have backups ready.

1. Watch your hero ad on mute. Identify the 3-second hook, the offer phrasing, and the call to action.
2. Brief your editor or UGC creator for 3 variations that change ONE element each — different opening shot, different offer phrasing, different testimonial. Same product, same value prop.
3. Launch the variations in the same ad set so Meta compares them in the same auction.
4. Watch the variations for 7 days. Once one or two reach within 70% of the hero's purchases-per-click, begin redistributing budget.
5. Set a calendar reminder for creative refresh every 30–45 days even if performance is steady.