Creative performance: find the images and videos that bring results

What it does

Ad platforms report by ad, but decisions are made about creatives. The same photo may sit in a Demand Gen ad, a Performance Max asset group and three Meta ads with different texts, and each report shows only a slice. Looking at one ad at a time, a strong image can look average because its best placements are spread out, and a weak video can hide behind one lucky ad. To decide what to shoot next and what to retire, make the creative the unit of analysis: how many ads use it, how much was spent on them and what they brought.

Judge creatives by the result that matters to the business, not by clicks alone. Pick one main result, such as leads or purchases, compare cost per result over the same period, and do not draw conclusions from creatives that have spent too little: a single conversion on a tiny spend is noise. Use three windows. Seven days show what is happening now, thirty days give a stable view, and ninety days reveal which assets have carried the account over time. A creative that is cheap over 90 days but expensive over the last 7 is a candidate for a refresh, not for deletion.

Creative fatigue is real on both platforms. On Meta, as frequency grows, the same people see the ad again, click-through falls and cost per result climbs. On Google's visual formats the effect is softer but similar when the audience is small. Signs worth watching: cost per result rising week after week while targeting and budget stay the same, a falling click-through rate, and rising frequency in Meta ad sets. The cure rarely needs a new campaign. Add a fresh variation of the winning idea, such as a new first frame for a video or a different headline on the same image, and let the system compare.

Unused assets are the quiet part of the problem. Teams upload images and videos, test them once or never, and forget them. A library that lists every image and video in the accounts together with the number of ads using it reveals both forgotten material and assets that carry too much weight. If one image powers most active ads, you depend on it, and its fatigue will hit everything at once. Plan new creative work around what the numbers say: more variations of formats that work, fewer of the ones that only spend.

In AdAce Ads the library lives in “Campaigns” → “Creatives”. It collects all images and videos from the client's Google and Meta accounts and shows for each one how many ads use it, how many of those ads are active, and the spend, results and cost per result for 7, 30 or 90 days. Filters narrow the list to used assets, to images or to videos. The library only reads data and never edits ads. When you decide to act, whether that is a pause, a new ad or a new link, the change becomes a proposal approved with a password and second factor, within limits and with undo.

Why it helps

• See every image and video from Google and Meta in one place.
• Compare spend, results and cost per result over 7, 30 and 90 days.
• Notice fatigue before it eats the budget.
• Find assets you uploaded but never used.

How to set it up

1. Open “Campaigns” → “Creatives” and choose the client.
2. Pick the period: 7, 30 or 90 days.
3. Filter to images or to videos and compare cost per result.
4. Check how many ads use each asset and how many of them are active.
5. Use the “used” filter to separate working assets from forgotten ones.
6. Propose pauses or new ads for approval based on what you found.

Good to know