Even a strong-performing ad tends to lose effectiveness over time, as the same audience sees it repeatedly and starts to tune it out.
Warning Signs
- Click-through rate declining steadily over consecutive weeks
- Cost per result climbing without any bid or targeting changes
- Frequency metrics climbing well above 3-4 per user
What To Do About It
Rotating in fresh creative variations - even small changes to the headline or image - can meaningfully reset performance without needing a whole new campaign.
A Simple Routine
Reviewing frequency and click-through trends every two weeks helps catch fatigue before it seriously drags down results.