A creative cadence that survives Meta fatigue

Rotate angles, not just backgrounds

Fatigue shows up when the hook stops matching the landing promise. Keep one clear offer per campaign and refresh creative around new proof points—speed, social proof, or risk reversal—not random visual tweaks.

Ship with landing page truth

Every ad variant should map to a section above the fold on the landing page. If the page cannot support the claim in three seconds, fix the page before scaling spend.