A healthy cadence typically introduces new creative variants on a regular cycle, commonly every one to two weeks for active campaigns, rather than waiting until performance visibly drops. Testing continuously ahead of fatigue keeps the algorithm supplied with fresh signal and avoids the CPA spike that usually follows a stale ad running too long.
Structure tests so you can actually read them — change one meaningful variable at a time, such as hook, format, or offer, and let each test reach enough delivery to be reliable before drawing conclusions. Kando runs two-week shipping cycles for creative specifically so testing stays continuous rather than reactive.