← Glossary
What is ad fatigue?
Ad fatigue is the decline in performance that happens once your audience has seen the same ad too many times.
The signature is a specific combination: frequency climbing, click-through rate falling, and cost per result rising — all while nothing about the targeting or the budget has changed.
It arrives fastest on small, tightly-targeted audiences, because there are fewer people to rotate through. A campaign confined to one town will fatigue far sooner than a national one on identical spend.
The only real fix is new creative. Pausing and relaunching the same ad doesn't help; the audience hasn't forgotten it. Changing the image or the opening line does, because it's a genuinely different thing to scroll past.