Ad Fatigue

Ad fatigue is the decline in an ad's performance — falling click-through and rising cost — that sets in when an audience sees the same creative too many times. On Meta, fatigue commonly appears as average frequency climbs past roughly 3 for cold audiences and 5 to 7 for warm retargeting, with click-through often dropping 20 to 40% from peak within the first week of heavy delivery. The fix is a steady creative refresh cadence, usually every 7 to 21 days depending on audience size and spend, rather than simply raising budget. It is a creative problem before it is a media problem.

Source: adamigo.ai