A few years ago, the winning Meta account had a couple of hero ads and a tight audience. Today the system rewards something different: a steady stream of fresh creative it can test and rotate. Delivery leans on variety, and the accounts that stop feeding it start to stall.

The tell is easy to spot. Accounts that plateau are almost always running the same three or four ads that have been live for months. Frequency climbs, costs climb with it, and the instinct is to blame the audience or the auction when the real problem is fatigue.

The useful part is that you can check this from the outside, before you spend anything. Meta’s public ad library shows every ad a business is running and roughly how long it has been live. That is exactly what our free snapshot reads, and it is often the first sign that an account has quietly stopped refreshing.