Question

What's the ideal or average time for a campaign to keep running before you decide to make a new one? Like, even if it’s giving sales and the metrics are just average not bad but not scaling either would you still keep it running?

And if sales start dropping or ad sets aren’t performing anymore… should I test new creatives inside the same campaign like by creating a new ad set, or should I just launch a fresh campaign with new creatives?

Can you explain what’s the best move in this case? I’m a bit confused about how long to keep a campaign alive and when to move on or refresh things

Answer 1

If the campaign is giving consistent sales... Keep it running, but don’t scale aggressively.

Why, because stability is valuable, especially if your CPA is within range. You can let it ride while you test better-performing variations alongside it.

This type of campaign becomes your “baseline performer,”  a safety net to catch steady sales while your new tests chase growth.

If performance starts slipping (CPAs rising, sales slowing):

Here’s a simple rule of thumb:

• If a campaign has run 10–14+ days and you see sales declining or flattening, it’s usually time for a refresh.

• Meta fatigue is real,  audiences burn out, creative gets ignored, learning stagnates.

So what should you do?

Option A: If the drop is minor or isolated to one ad set:

• Create new ad sets in the same campaign

• Test fresh creatives there

• Keep the best ad sets running and pause underperformers

Great for maintaining optimization without resetting the whole campaign.

Option B: If performance is sliding hard across all ad sets:

• Duplicate the campaign

• Add new creatives (and optionally new audiences)

• Let Meta treat it as a fresh start with new learning

This helps break out of a bad learning loop without dragging down your old history.

Pro Tip: Don’t edit a well-performing campaign too much

If a campaign is doing “okay,” avoid heavy editing inside it, especially budget changes or replacing creatives. You’ll reset the learning phase and might kill what’s working.

Instead, test changes outside the original campaign and compare side by side.

And how long should a campaign live?

• As long as it’s profitable and stable, keep it running.

• When sales slow down or plateau for 7–10 days, it’s time to refresh:

  • Either new ad sets with new creatives

  • Or a new campaign altogether if the old one feels “exhausted”