Evergreen Facebook ad campaigns are designed to run continuously, targeting steady audiences with consistent offers. They’re highly effective for promoting ongoing services, lead magnets, or core products. Many businesses rely on them because they eliminate the constant need to launch new campaigns from scratch.
According to Meta’s advertising insights, campaigns optimized with long-term objectives often achieve 15–20% lower cost per acquisition (CPA) compared to short, one-off campaigns. The advantage lies in accumulated data, as the algorithm learns which audiences are most responsive.
But while evergreen ads save time, running the same creative indefinitely can undermine results.
The Problem with Creative Fatigue
Even the most well-designed ads lose effectiveness over time. This decline, known as “creative fatigue,” happens when audiences repeatedly see the same image, video, or message. Facebook’s own data shows that when ad frequency exceeds 4 impressions per user per week, click-through rates can decline by up to 40%.
Signs of creative fatigue include:
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Declining click-through rates (CTR)
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Rising cost per click (CPC)
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Stable or increasing impressions but lower conversions
Without regular refreshes, evergreen campaigns risk wasting ad spend on audiences that have tuned out.
Benefits of Refreshing Creative
Refreshing creative elements periodically keeps campaigns engaging and efficient. Some proven benefits include:
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Improved Engagement – Introducing new visuals or formats reignites user interest.
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Lower Costs – Fresh creatives often reset performance benchmarks, lowering CPC and CPA.
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Extended Campaign Life – Updating assets allows evergreen campaigns to keep running effectively without rebuilding targeting from scratch.
Studies show that advertisers who refresh creatives every 6–8 weeks maintain up to 30% stronger engagement rates compared to those who don’t.
How to Refresh Evergreen Campaigns Effectively
Refreshing doesn’t mean overhauling everything. Small, strategic updates can have a big impact:
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Change Visuals: Swap out stock images for branded graphics, or test short-form video instead of static banners.
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Update Copy: Rotate headlines and CTAs to emphasize different benefits or address seasonal pain points.
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Test Formats: Try carousels, reels, or instant experience ads to keep the audience experience fresh.
Tip: Always monitor performance metrics closely after making changes to identify which variations perform best.
Final Thoughts
Evergreen campaigns are a smart foundation for consistent Facebook advertising. But to keep them truly effective, marketers must plan for periodic creative refreshes. Without them, the risks of ad fatigue and rising costs outweigh the convenience of long-term campaigns.
By treating creative refreshes as part of ongoing optimization, businesses can strike the perfect balance between stability and innovation.
