Definition
Ad fatigue happens when the same people see an ad so often that it stops working. Results decline and costs rise.
Ad fatigue explained
Signs include rising frequency, falling click-through rate and rising cost per result. The fix is fresh creative, starting with new hooks on proven concepts.
Example
After four weeks an ad's frequency reaches 4.5 and its CTR halves, so the team launches three new hooks.
See it in real ads
Browse millions of real Facebook and Instagram ads to see how top advertisers put these ideas into practice.