How to Spot and Replace Fatigued Ads Before They Kill Your ROAS

What is Ad Fatigue?

Ad fatigue occurs when your target audience sees your ads too many times, leading to declining performance. Signs include:

• Declining CTR over time
• Increasing CPA
• Rising frequency
• Fewer conversions despite stable impressions

The Warning Signs

Early Warning (Act Soon)

• Frequency > 3 in 7 days
• CTR dropped 20%+ from peak
• Engagement declining

Critical Warning (Act Now)

• Frequency > 5
• CPA increased 50%+
• Negative comments appearing

How to Combat Ad Fatigue

1. Monitor Frequency Metrics

Set up alerts when frequency exceeds thresholds:

• Prospecting: Max 3x per week
• Retargeting: Max 5x per week

2. Rotate Creative Regularly

Maintain a pipeline of fresh creative:

• Launch new creative every 2 weeks
• Have 3-5 active variations
• Retire underperformers quickly

3. Expand Audiences

When frequency rises:

• Broaden targeting
• Test new audiences
• Use lookalikes of recent converters

Building a Refresh System

Weekly creative review

Monthly performance audit

Quarterly strategy refresh

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