Fresh creatives = better performance. Here’s what’s working right now across Google and Meta Ads — and how to rotate and test for stronger results in Q3.
By mid-year, even your best-performing ads may start losing their edge.
Creative fatigue is real — and it quietly increases your costs, lowers click-through rates, and weakens campaign results. As Q3 ramps up, this is your chance to reset your creative strategy for both Google and Meta Ads.
Let’s break down which ad formats are converting right now, how often to refresh, and what creative testing looks like in 2025.
1. Creative Fatigue Kills Performance — Slowly
Meta and Google don’t announce when your ads are going stale — they stop working.
Cost-per-click creeps up, click-through rate drops, and your best hook gets ignored. Because it’s gradual, you may not notice until the performance is way off.
That’s why Q3 is a strategic time to refresh:
- You’re far enough from Q1 launches
- You’re early enough to optimize before Q4
- Consumer behavior shifts with seasonality and attention span
If your ads have been running the same core creative for 60–90 days, it’s time to rotate.
2. What’s Working Right Now on Meta (Q3 2025)
Meta’s Advantage+ campaigns and Reels placements have changed the game. Here’s what’s converting now:
- Short-form vertical video (7–15s)
→ Especially raw, native-feel content that doesn’t look like an ad - Text overlays that deliver your hook in the first 3 seconds
- Face-to-camera intros + voiceover explainers
- Dynamic product demos or service walk-throughs
Bonus: Use Meta’s built-in A/B testing to compare two video angles or CTA versions without needing new ad sets.
Keep in mind:
Fresh creative doesn’t mean new — a 15-second version of your 30-second winner, or adding a trending music bed, can reset engagement.
3. What’s Performing Now on Google Ads (Q3 2025)
Google’s Performance Max campaigns are now the norm, and asset variety is key.
What’s working:
- High-res lifestyle images (no stocky, sterile shots)
- Clear product or service benefit in headline #1
- Short explainer video (under 30s) in 9:16 and 1:1 format
- Trust-building CTAs: “See Why Contractors Trust Us” or “Compare Before You Buy”
Tip: Review asset-level performance inside PMax to identify fatigued creatives (look for low “Good” or “Best” ratings) and replace only what’s dragging the campaign down.
4. How Often Should You Refresh Ad Creative?
There’s no universal rule, but here’s a practical guideline to follow in Q3:
- Meta Ads: Refresh every 30–45 days, or sooner, if you see signs of creative fatigue, such as lower click-through rates, rising CPMs, or repeated comments on the same ad.
- Google Ads (Performance Max): Refresh every 45–60 days, focusing on underperforming assets with “Low” performance ratings or ads with declining conversions.
- Both platforms: Consider refreshing sooner if you’re launching a seasonal campaign, notice a dip in lead quality, or your top-performing assets are overused in multiple ad sets.
5. Test Smarter, Not Just More
- Structure tests with clear intent, not random creative swaps.
- Meta Ads:
- Create two ad sets — one as the control (your current best performer)
- Test the other with a variation (new headline, image, or hook)
- Keep the budget equal and analyze performance after 3–5 days
- Google Ads (Performance Max):
- Replace only 1–2 underperforming assets at a time
- Monitor asset combination reports for trends
- Use seasonality adjustments for limited-time promos
- Track what matters — the combo of headline + image + CTA that drives conversions, not just cheap clicks
Creatives Fuel Everything
Your campaign strategy, budget, and targeting only go so far — if your creative is tired, your ads will underperform.
Use Q3 to rotate in smarter, fresher ad assets. Test fast. Swap slow performers. And remember: platforms reward freshness, and so do people.
Need help building high-performing ad creative that fits your funnel?
Let REALTOP refresh your ads for what works now, not what worked in Q1.
Contact REALTOP today for a consultation and discover how to grow your business online.
Explore insights and strategies from Nik, a digital marketing contributor at RealTop. Browse expert articles on SEO, paid ads, AI, and eCommerce trends.
