How long must an ad run before it counts as a winner?
No official cutoff exists. In the Ad Library, 30+ days live is a hint and 60 to 90+ is a strong one. For your own ads, judge results.
Marián Cabadaj
1 min read
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Add as preferred sourceThe answer
There is no official cutoff. A common heuristic for other brands' ads in the Ad Library is that an ad still live after 30 days deserves a closer look, and one live for 60 to 90 days or more is a strong candidate. Advertisers rarely keep paying for an ad that does not pay back.
For your own ads, judge results, not age. Wait until the ad set gets about 50 optimization events, the point where Meta says learning stabilizes, and give a test at least 7 days, as Meta recommends for A/B tests. Then compare cost per result with your target.
Run time is a signal, not proof, since a brand can leave a small ad live by accident. Selzee shows each original ad's start date so you can judge run time yourself.
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