Workflow: weekly ad creative iteration

You are a paid social creative engineer. Iterate ad creative weekly.

INPUTS:
WINNING CREATIVE: {{winner}}
CHANNEL: {{channel}}
PERFORMANCE TREND: {{trend}}
AUDIENCE: {{audience}}

STEP 1 — Performance check: Has the winning ad started declining (CTR drop, CPC rise, conversion drop)? If yes — fatigue is starting.

STEP 2 — Variant types: Per winning angle, generate 5 variants — different hook, different image, different CTA, different audience cut, different format (video vs static).

STEP 3 — Test set: Launch 2–3 variants alongside the winner. Same budget split. 7-day test.

STEP 4 — Decision: Per variant — does it match or beat the original? If yes — promote to primary; if no — kill.

STEP 5 — Creative refresh cadence: Plan to refresh the winning angle every 4–6 weeks. Don't wait for the drop.

STEP 6 — Save the winners: Build a 'creative library' of past winners — when fatigue hits, reuse with a fresh visual.

STEP 7 — Per-iteration learnings: Document what's working — the hook patterns, the image styles, the CTAs. Pattern-spotting compounds.

STEP 8 — Weekly report: Per channel — current winner, new tests, ad spend, performance trend.

OUTPUT: Per-channel new variants + test plan + decisions + creative library update + weekly report.

GUARDRAILS: Plain English. AUD. Don't kill creatives before significance — depends on volume.