Introduction

In this guide, we will address the question that many studio owners often ask: How frequently should you change your Facebook ads? The short answer is every 4-7 weeks, but the reality is more complex, and it depends on various scenarios.



The Importance of Consistency
  • Consideration: Changing ads too frequently, especially if they are performing well, might not be a wise strategy.
  • Explanation: If your ads consistently generate leads and perform well, it's generally better to leave them untouched to maintain your winning position in the Facebook auction.




Ads as an Auction
  • Auction Dynamics: Facebook ads operate as an auction where winning the auction leads to better-quality traffic and cost-effective results.
  • Factors Influencing Auction: Winning the auction depends on factors like engagement (likes, shares, comments), clicks, lead generation, and budget allocation.




Restarting the Learning Phase (Not Recommended)
  • Implication: Restarting your ads resets Facebook's learning phase, and there's no guarantee you will win the auction again.
  • Recommendation: If your ads are performing well and consistently generating leads, it's best to avoid frequent changes.




When to Consider Changes
  • Indicator for Change: If you observe a significant slowdown, such as more than three days without leads, and it has been over four weeks since your last ad change, it may be time to refresh your ads.




Conclusion

While there is no one-size-fits-all answer to how often you should change your Facebook ads, it's crucial to avoid changing them too frequently, especially when they are delivering consistent results. Monitor your ad performance and consider changes when you notice a significant slowdown.