In our experience, it’s best to disable creative assets with low click- through rates (CTR). If they aren’t performing well, there’s no point in waiting for them to get better.
Regularly updating creative assets can also help (even if a specific campaign is performing well, you can still use certain parts of the campaign to “refresh” into a new one). Like we said before, you may choose to use the same assets to diversify into different ad formats, with minor differences in copywriting and image.
Disable any inefficient geo-targeting settings and any inefficient formats to make sure you’re maximising your audience filtering capabilities and only attracting the right kind of customers and leads for your product, ICO, event or launch.