CPA climbing but nothing changed? It was creative fatigue at frequency 3.2
Stable campaign suddenly bled — CPA $32 to $47 over 6 days, zero edits from me. Checked frequency (avg times one person saw the ad): 3.2 and rising.
The fix:
— Pulled the 2 ads past frequency 3.0, left the fresh one running
— Dropped in 3 new hooks on the SAME proven body/offer
— Did NOT touch budget while swapping (avoided a learning reset)
By day 3 CPA back to $35, frequency reset to 1.4.
Risk: 'new hook' isn't always the issue — sometimes the offer's just tapped out and fresh creative won't save it. Check frequency BEFORE you blame the algo. Swap hooks on ONE fatigued ad first.
Scale or Stall
@ScaleOrStall
CPA climbing but nothing changed? It was creative fatigue at frequency 3.2
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