Almost every account sees it: a campaign launches well, then slowly gets more expensive. Before blaming the algorithm, look at how long people have been seeing the same ad.
01What creative fatigue looks like
Frequency rises — the same people see the ad again and again. Click-through rate drifts down. Cost per result climbs. The audience hasn't changed; their interest in this particular ad has.
02Refresh concepts, not just edits
Swapping the music or the first frame buys a few days. A new concept — a different hook, a different reason to buy — resets attention properly. Keep winning concepts running and add new ones alongside them.
Ads don't die suddenly. They get tired, and you can see it coming.
03Build a creative rhythm
Plan new creatives every two to three weeks instead of waiting for results to crash. This is one place AI video helps: producing new concepts in days, not weeks, keeps the pipeline full without a new shoot each time.