How Often Do You Refresh Your Offer Before CPL Creeps Up?

One thing I’ve noticed scaling local pay-per-lead campaigns is that even strong offers start fatiguing faster than expected.

Our sweet spot has been rotating hooks or offers every 10 to 14 days, even when keeping the same targeting and creative.

For example:

“Free Quote” → “Free Home Safety Check” → “$25 Off Any Service”

Same audience, completely different lead cost.

Curious what others are seeing.

How often do you change up your offer or angle before lead costs rise?

And what kind of offer variations have given you the biggest drop in CPL lately?

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