When it comes to Facebook ads, one rule applies above all others: rotate your ads often. The rule of thumb is generally 3 days – sometimes a little bit more, and sometimes a little bit less. It doesn’t matter whether the ad is performing well – even the best performing ad will stop performing well on Facebook after a few days.
As a result, it is important to refresh all of an advertiser’s Facebook ads after a few days and to monitor their performance regularly to ensure that the ads are being refreshed at the appropriate time.
Remember: Facebook is not like any other media network. Ad fatigue occurs much faster than normal, users are on the site expecting to see new and breaking content, and users are generally not looking to leave Facebook during their visit.