What is audience fatigue, and how do I prevent it?

Audience fatigue occurs when the same people repeatedly see your ads. Over time, engagement declines because the audience becomes familiar with the creative, resulting in lower CTRs, higher CPCs, and fewer conversions. Common signs include: - CTR steadily decreasing - CPC increasing - Frequency rising - Conversion rates dropping To prevent fatigue: - Refresh creatives every 4-8 weeks. - Rotate multiple ad variations. - Expand audiences when appropriate. - Introduce new offers or messaging. - Exclude users who have already converted. Creative fatigue is one of the most common reasons mature campaigns stop scaling.