When do you decide that a SEO project is not worth it anymore ?

A project can start really well but after some time it feels like you are spending more time in maintaining it rather than growing it.

You are replacing links, checking rankings, fixing small issues and keeping everything running but the results are still there and then it starts feeling like your all efforts are going into maintenance.

At some point, I start asking myself whether is it better to keep working on that project or put the same time into a new one.

I know everyone has a different way of looking at this. Would like to know your opinion.
But I usually give in when the emphasis of the project shifts from growth to mere survival—like plugging holes all the time rather than building.
If there is no significant growth in the no of impressions and rankings of the website despite the many iterations of optimization, then I believe it is high time we shift our strategies.
 
i don't quit after a temporary plateau i first review the content competitors and keyword strategy if nothing changes after several improvements i consider shifting my focus
 
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