Creative fatigue occurs when an audience has seen an ad enough times that its novelty wears off, typically showing up as rising frequency alongside falling CTR and rising CPA on an otherwise unchanged campaign. It's one of the most common reasons a previously profitable ad set gradually becomes unprofitable without any change to targeting or bid strategy.
The standard remedy is refreshing creative — new hooks, new formats, or new angles — before fatigue sets in, which is why high-spend accounts maintain a constant pipeline of new creative variations rather than relying on a single winning ad indefinitely.
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