<b>Creative fatigue: when a winning ad suddenly dies</b>

<b>Creative fatigue: when a winning ad suddenly dies</b>

Ever had a great ad slowly stop working? That's creative fatigue, meaning your audience has seen the video too many times and tuned it out.

The number that reveals it is frequency, meaning the average times one person saw your ad. On your dashboard you can add this column.

Watch for this pattern:

— Frequency climbing past ~2 to 3
— CTR (click rate) quietly dropping
— CPM (cost to be seen) creeping up

When those three move together, the ad isn't broken, it's just tired. The fix isn't a budget tweak, it's a fresh video.

This is why pros always have new creatives waiting, not just one hero ad.

Don't worry if a winner faded on you, even great ads expire.

Try this: add the 'Frequency' column to your dashboard today and watch your best ad. Catching fatigue early is a real skill.