Day 134: Facebook Ad Fatigue Is Coming (Here’s How I’m Responding)

Описание: Follow my daily journey to $240K as I build, test, and scale a profitable sales funnel.

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Overview

Today is Day 134 of the journey, and the focus is firmly on Facebook ad creative and frequency risk.

Sales are still holding strong, but the data is clearly signalling that I’m approaching a point where creative fatigue could start hurting performance if I don’t act.

In this update, I explain how I’m analysing frequency changes, what Facebook’s comparison tools reveal over 30-day periods, and why adding new creative now is about protecting the campaign rather than chasing new tests.

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Yesterday’s Numbers

Yesterday finished at $1,193 in sales. Ad spend came in at roughly £473, which is around $637, leaving a profit of approximately $556.

That’s just under a 2x return on ad spend, which is still solid.

Today is tracking lower so far at around $346 by mid-afternoon.

That could simply be normal daily fluctuation, but combined with rising frequency it’s something I’m watching closely.

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Why I’m Watching Frequency

Rather than guessing or reacting emotionally, I compared the last 30 days to the previous 30 days inside Facebook Ads Manager.

What stood out immediately was that frequency has increased by roughly 20 to 25 percent across multiple ads.

This means the same people are seeing the same ads more often because the campaign is relying on a limited set of creatives.

At this level of spend, running only seven ads is not sustainable long-term.

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Creative Performance Shifts

Looking at purchases over the two periods shows a clear rotation. Some ads that were strong performers last month have dropped off sharply, while others have stepped in to replace them.

This is normal behaviour, but it reinforces the need for creative volume.

Without new creative entering the system, frequency continues to rise and performance usually starts to decline.

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The Plan to Fix It

Instead of touching targeting or budgets, which could destabilise a profitable campaign, I’m taking a defensive approach.

I’m going to create five to six simple new video ads showing different guitar riffs being played. These will be straightforward, low-production clips designed purely to give Facebook fresh creative signals.

The new ads will be added alongside the existing ones rather than replacing anything that’s already working.

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Why This Matters

The goal here isn’t to find a new “winning” ad. It’s to give the algorithm more fuel so frequency stays under control and performance remains stable.

Most people wait until ads stop converting before reacting. Rising frequency is the early warning sign that tells you creative fatigue is coming long before sales fall.

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What’s Next

Next, I’ll walk through exactly how I add these new creatives without pushing the campaign back into learning.

At the same time, the landing page split test will continue running so we can gather clean data without overlapping changes.

This is about disciplined optimisation rather than aggressive experimentation.