On Meta, a winner isn't the ad with the best CTR or hook rate. It's the ad the delivery system keeps spending on, at a cost per result you can live with.
Winners are rare and short-lived
From our data across 17 US accounts spending $100K+ (June to August 2026):
- The top 10 ads took 41% of three months of spend in the median account. About 16 ads made up half of it.
- Three months later, June's top ads had kept a median of only 29% of their spend.
- By September, two out of three top-10 creatives were new.
What that means
Most ads never get meaningful spend. The few that do carry the account for a couple of months, then need replacing. That's why creative volume and creative diversity matter.
Full data: How long winning ads last on Meta and the best-performing Meta ads.
Related: creative fatigue, creative testing.
