Running Meta ads can feel a lot like ordering your favorite drink. At first, it’s perfect - strong results, steady engagement, and everything just works. But over time, something changes. The numbers start dipping, the leads slow down, and suddenly the same campaign that once performed great feels… flat.

If your ads aren’t hitting the way they used to, it might not be your offer or your audience. It could just be time for a refresh. Here are five clear signs your Meta ad campaign needs a reset.

1. Your Results Have Plateaued (or Dropped)

If your cost per lead keeps creeping up or your conversions are slowing down, it’s a major red flag. Meta ads naturally fatigue over time. Audiences see the same creative repeatedly, and engagement starts to fall off.

A healthy campaign usually shows steady performance or gradual improvement. If your numbers suddenly stall or dip, it’s a good indicator your audience has simply seen enough of your current ads.

2. Frequency Is Getting Too High

Frequency tells you how many times the same person has seen your ad. When that number climbs too high, people start tuning it out.

For most local service campaigns, once your frequency gets above 3 to 4, it’s time to pay attention. If you’re seeing numbers like 6, 7, or higher, your audience is likely experiencing ad fatigue. New creative can help re-capture attention and bring performance back up.

3. Engagement Is Way Down

Low likes, comments, shares, and clicks usually point to creative burnout. If your ads used to get solid interaction and now they feel ignored, your content probably isn’t resonating anymore.

Social media moves fast. What felt fresh three months ago can feel outdated today. Even small changes like new visuals, updated copy, or a different hook can make a big difference.

4. You Haven’t Updated Creative in Over 60 - 90 Days

One of the biggest mistakes businesses make is setting up ads and letting them run indefinitely. Even the best-performing campaigns need fresh content.

As a general rule, you should be rotating in new creative every 60 to 90 days. This keeps your brand feeling current and prevents ad fatigue before it starts hurting your results.

A refresh doesn’t always mean starting from scratch. Sometimes it’s as simple as:

• New images or videos

• Updated headlines

• A different opening hook

• Seasonal or promotional angles

5. Your Offer or Business Has Changed

If you’ve added a new service, updated pricing, or shifted your focus, your ads should reflect that. Running outdated messaging can confuse potential customers or attract the wrong audience.

Your ad campaigns should always match your current goals. If your business has evolved, your ads need to evolve with it.

What a “Refresh” Actually Means

A campaign refresh doesn’t mean deleting everything and starting over. It usually involves:

• Introducing new creative variations

• Testing new copy angles

• Updating your targeting or audience size

• Adjusting your offer or call to action

Think of it as giving your ads a tune-up rather than a full engine replacement.

The Bottom Line

Meta ads aren’t a “set it and forget it” strategy. The most successful campaigns are the ones that get regular updates, new creative, and ongoing optimization.

If your results are slipping, your engagement is low, or your audience has seen the same ad too many times, it’s probably time for a refresh.

And if you’d rather not guess your way through it, that’s where we come in. At Gin & Coffee Marketing Agency, we help businesses keep their ad campaigns performing at their best with fresh creative, smart targeting, and strategies that actually convert.