Creative fatigue is one of the most common reasons TikTok ad performance drops over time. As audiences see the same ad repeatedly, engagement declines and costs rise – often without an obvious signal in your daily checks. Automation rules at the creative level let you respond to these shifts systematically, pausing underperformers before they drain budget and flagging top creatives before the opportunity to scale passes.
Creative-level rules give you a layer of control that campaign or ad group rules can't provide. Instead of making broad adjustments that affect your entire structure, you act on the specific asset that's working or failing – keeping your best creatives running longer and removing guesswork from your rotation decisions.
How Creatives Work in Automated Rules
In the Filter section you can select Creatives level
A note on "ad materials" vs. creatives
When you build a rule targeting creatives, the system matches against what TikTok API calls ad materials – not the original creative files from your Creative Library. An ad material is generated each time a creative is used inside a specific ad, so its ID is unique to that ad placement. In the rule builder, matched ad materials are displayed as "X creatives matched" to keep things readable, but keep in mind the underlying match is ad-specific.
Creative delivery statuses
TikTok reviews every creative before it can run. Based on that review, each creative carries one of three delivery statuses that directly affect whether your rule will have any real impact:
All Available – the creative passed review and can deliver across all countries in your targeting. Rules apply as expected.
Partially Available – the creative passed review but is restricted to only some of your targeted countries. These creatives are counted in the Estimated Match in Birch rule and the rule successfully applies but actual reach on TikTok is limited – worth factoring in when evaluating performance data behind that creative.
Unavailable – the creative failed policy review on TikTok platform and cannot deliver anywhere. These are excluded from the Estimated Match in our rules entirely and won't appear in your rule logs. No action will be taken on them.
Available actions on Creative level
Start
Pause
Notify
Key notes and limitations
Available only for Upgraded Smart+ campaigns. It’s not possible to manage a creative inside the ad for old campaigns and SPC campaigns.
Only App promotion, Website conversions, and Lead generation campaigns are available for creatives management.
Rules examples
Notify about well performing creatives:
CTR (%) Last 3 days > 2.5% and
Impressions Last 3 days > 6,000
the rule ensures the creative has been seen enough times to prove the CTR is real. Once both conditions are met, you get an alert so you can decide to scale it: increase budget on the ad group, duplicate it to other audiences, or use it as a reference for new creatives.
Pause underperformers: the creative has had a fair budget but the recent CPA (3d) is 20% worse than the baseline (7d) → the creative is fatiguing or degrading.