How often should I refresh creative?

Refresh at least weekly for active scaling campaigns; replace ads when frequency exceeds 3-4 or CTR drops 20%+. Build a creative pipeline of 4-8 new concepts per month.

Go deeper

Want the full playbook? Read Competitor Terms in Google Ads: What Pays Off in 2026 — Bidding on rival brand searches is legal, but often expensive and low-yield. Here’s when it works, how to structure it, and 15 better options.