# Creative fatigue

> Creative fatigue is the decline of an ad's results as the same audience sees it again and again: fewer people stop, fewer click, and each result costs more. It is the main reason ad creatives have to be refreshed.

Typical signals in an ads manager are a rising frequency, a falling click-through rate and a rising cost per result on the same audience, with no change in targeting or offer.

## On eroq

Fight it with new angles (a static batch) and new versions of what already works (the Ad Multiplier: new faces, outfits or places, same performance and audio).

## FAQ

### How do I know an ad is fatigued?

Watch the same ad on the same audience over time: when frequency climbs while click-through falls and cost per result rises, the creative is wearing out.

### How often should I refresh ad creatives?

There is no universal number: it depends on budget, audience size and frequency. Accounts with high spend on narrow audiences refresh fastest; watch the signals rather than the calendar.

### Is a new variant enough, or do I need a new concept?

A variant (new face, new setting) can extend a winning idea; when every variant fades quickly, the idea itself is tired and a new angle is needed.

## Related

- https://eroq.ai/tools/ad-multiplier — Ad Multiplier
- https://eroq.ai/use-cases/creative-testing — Creative testing

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