Your winning ad won't win forever. Ad fatigue is inevitable—the question is whether you catch it early or let it silently drain your budget.
Symptoms of Ad Fatigue#
- CTR declining week-over-week
- Frequency above 3 (same people seeing ads repeatedly)
- CPM rising while CTR falls
- Comments mentioning they've 'seen this already'
Refresh Strategies#
Don't wait until performance tanks. Plan creative refreshes every 2-4 weeks. Iterate on winners—same concept, new execution. See our creative testing framework.
Prevention#
Build a creative pipeline. Always have 2-3 tested concepts ready to replace fatigued ads. Budget for ongoing creative production.
