Creative fatigue rarely shows up in CPA first. By the time cost per result jumps, the ad has been tiring for a while.
Early warning signs
- Hook rate drops week over week.
- Frequency rises while click-through rate falls.
- CPMs climb on the same audience.
Refresh before you replace
Swap the first three seconds, the headline or the visual before rebuilding the whole ad. Keep the angle that works.
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