Cordt Digital
On Facebook and Instagram, people scroll fast and they see the same adverts again and again. After a while they stop noticing them. This is often called ad fatigue, and it is one of the main reasons good campaigns slowly get worse.
The warning signs
- Cost per result climbs while your targeting has not changed.
- Click-through rate falls week after week.
- The same people see your ad many times (a high frequency figure).
- Comments turn negative or start to say “I keep seeing this”.
There is no fixed schedule
How quickly an ad wears out depends on the size of your audience and your budget. A small audience with a large budget burns through creative quickly. A broad audience can stay fresh for much longer. Watch the signs above rather than the calendar.
Refresh without starting from scratch
You rarely need an entirely new campaign. Small changes often help: a new opening line, a different image, a fresh customer quote, or the same offer shown in a new format such as a short video.
Test one thing at a time
Change the headline, or the image, or the offer, but not all three together. That way you learn what actually made the difference and can apply it elsewhere.
Keep a steady supply
- Plan a small batch of new creative every month.
- Keep your best performers and retire the tired ones.
- Use real photos and customer words wherever you can.
The takeaway
Treat your creative as something that needs regular attention, not a one-off job. A steady stream of small improvements keeps results strong and costs under control.
PPC freelancer based in Norwich, running Cordt Digital. Jay helps businesses get better results from Google Ads, Meta Ads and Shopping campaigns.
