Meta Ads
Creative
What is creative fatigue?
When the same users see your ad too often, CTR drops and CPM rises. Symptoms: frequency >3, declining CTR, rising CPA over 5-7 days. Refresh creative or rotate audiences.
Go deeper
Want the full playbook? Read Performance Max Playbook for 2026 — A practical guide to Performance Max setup, structure, audience signals, creative, bidding, and common mistakes across every Google channel.