The inherent problem with constantly refreshing creatives
I've been thinking about this a lot, because I have been in marketing for so bloody long at this point...
Small businesses I am talking to you here.
Big brands are recognisable - you can switch what you're doing every 5 minutes if everyone knows who you are. But they don't, do they? If they spend a fortune on an ad, they are going to use it for a while. And they're going to have one simple message underpinning everything else they do.
Small businesses find it much harder to have the same level of brand consistency. So one ad may not 'match' another. To a consumer, that = 2 different companies.
If you have an ad that cuts through and then create something vastly different, you are almost certainly starting from scratch in terms of any kind of brand awareness.
Given that people often need multiple touch points (7 used to be the rule, but this has increased)to buy from you, having stable touchpoints is getting MORE important, not less.
Meta might be 'rewarding' constant change, but there has to be a case for underpinning this with at least ONE thing that's running long term - even if it's not directly converting - that actually seeps into people's consciousness over time. (And making sure there is something strongly recognisable in that which is carried through to everything else you put out).