You should add new creatives to a high-performing Facebook Ads Advantage+ Shopping Campaign (ASC) or Campaign Budget Optimization (CBO) campaign, but you must do it strategically and gradually to avoid disrupting performance.The algorithm's stability is valuable, but new creatives are essential to prevent ad fatigue, which is the primary reason successful campaigns eventually decline.Here is the best practice for introducing new creatives:1. The Strategy: Isolate Testing Before ScalingA high-performing campaign, especially an ASC or CBO, is a scaling campaign, not a testing environment. Adding untested creatives to a stable system risks shaking the algorithm's balance and forcing the entire campaign back into the unpredictable Learning Phase.Do Your Testing Elsewhere: The safest and most controlled approach is to test new creatives in a separate, small-budget campaign (e.g., an ABO campaign with small daily budgets per ad set) first.Move Winners Only: Once a creative has proven itself with strong metrics (high CTR, low CPA, solid ROAS) over several days, you can confidently introduce it to your high-performing CBO or ASC campaign.2. Best Practices for Adding CreativesEven when adding a proven winner, you must manage the creative refresh to maintain stability.For Advantage+ Shopping Campaigns (ASC)ASC is specifically designed to handle a high volume of creatives (up to 150) and automatically rotate them to find the best match for each user, making creative management simpler.Upload Gradually: Add new, proven creatives one or two at a time, rather than a large batch. This allows the AI to slowly incorporate them into the delivery.Focus on Variety: ASC thrives on diverse creative inputs. Add a mix of videos, static images, and carousel formats to give the AI more options to optimize.Maintain Top Performers: Never pause your top 3-5 winning creatives unless they show clear signs of fatigue (see below). The campaign's stability relies on these historical winners.For High-Performing CBO CampaignsCBO, like ASC, will prioritize the best-performing creative and ad set. Introducing a new creative can cause the system to spend heavily on it initially to determine its viability, which can destabilize results.Keep Winners as a Baseline: Ensure your proven winner creatives remain active.Add to an Existing Ad Set: Add the new creative to the ad set that is already performing well within the CBO structure. The CBO will reallocate budget toward the new ad if it outperforms the existing ones.Monitor Closely: Watch the new creative's performance for the first 72 hours. If it immediately drags down overall ad set or campaign performance, pause it quickly.3. When to Make the Change (Signs of Fatigue)You should refresh your creatives proactively (even if performance is good) and reactively (when performance drops).Fatigue IndicatorActionHigh FrequencyIf your ad frequency reaches 2.5-3.0 (or higher) per person in a 7-day period for a cold audience.Declining CTRThe Click-Through Rate (CTR) starts to drop below your campaign average.Spiking CPA/CPLThe Cost Per Acquisition (CPA) or Cost Per Lead (CPL) begins to rise significantly for 2-3 consecutive days.Fewer EngagementsLikes, comments, and shares on the ad are declining (indicating people are tuning out).By adding new creatives before performance significantly dips, you maintain high ROAS and extend the campaign's lifespan. The goal is to rotate in new ideas built on the same successful angle or hook that worked for your current winners.