There's a specific kind of restlessness that shows up once something starts working. The thing that's earning steadily stops feeling interesting, and a new idea, a new niche, a new traffic source, starts feeling like the actually exciting project. I've chased that feeling more than once, and it's cost me more than it's earned.
Every hour I spent on the new exciting idea was an hour not spent squeezing more out of the thing that already worked, which in hindsight is usually where the better return actually was. And starting something new means starting from zero on trust and data, while the boring, working project already had months of history telling me exactly what to do next. Abandoning it for something shinier meant giving that advantage up voluntarily, for no better reason than that checking on it had stopped feeling exciting.
Boredom reads as a signal that something's wrong, because in a lot of contexts it genuinely is. But a working site or ad setup being boring to check on isn't the same as it dying. Most of the time it just means it's stable, which was the actual goal all along. The skills that actually compound over time aren't the ones you get from starting new projects on a loop, they're the ones you only get from staying with one thing long enough to see its second and third order effects. That only happens if you stick around past the point where it stops feeling new.
None of this means never move on. If the thing that's working has genuinely plateaued, not just gotten boring but actually stopped growing despite real effort, that's a different situation than restlessness. The honest way I've found to tell the difference is to ask whether I've actually tried the obvious next improvements, or just stopped wanting to. Before I let myself start something new now, I make myself list the three most obvious untried things on what's already working. Almost every time, at least one of them is sitting right there, unfinished, simply because it wasn't new or exciting to do. Checking whether I've actually optimized ad zones and formats through something like Mondiad, rather than just letting it run untouched for months, is usually one of them. Mondiad's blog has more of these unglamorous but effective checks if the longer list is useful to anyone else going through the same restlessness.