Here is a scenario that I know that we’ve all seen. You have a top performing LinkedIn ad crushing it every day. Hugh CTR. Consistent conversions. Your boss is praising you.
And it lasts for about 3-weeks. By week 5, with the same budget & same targeted audience, your CTR is tanking, your costs have doubled, and no one has noticed it until the next monthly review.
Oof.
Your audience got creative fatigue. The result of the same audience seeing the same creative day in and day out, leading to declining performance even though nothing has changed.
Like a boiling frog, it happens so gradually, that no one noticed the decline until your budget was already spent. Double oof.
Creative fatigue is difficult to see because most teams only review their spend and performance on a monthly basis (weekly if you’re really on top of things), by which point, the damage is done and the cash is gone.
There are 3-manual checks that anyone can run. Think about it like managing your financial portfolio and just doing some regular gut checks.
- Check #1: Compare CTR week-over-week—if it's dropped 25%+ from launch baseline, creative is fatigued;
- Check #2: Look at audience frequency in your campaign manager—if you're hitting 4+ impressions on the same audience, they're seeing you too often;
- Check #3: Track CTR against your own historical benchmarks for similar campaigns (not platform averages).
At Yirla, we’ve built in tools that help to identify these downward trends before humans can by analyzing micro-shifts in performance daily across all your channels. We flag creative fatigue early enough to swap creative before you throw good money after bad.
The above is a problem that we are trying to solve at Yirla. If you’re curious how much budget creative fatigue might be costing you? DM me—I'll show you what Yirla catches that your weekly reports miss.
