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Why Ad Copy Fatigue is Killing Your CTR (and How to Fix it)
In 2025, many businesses are noticing that their click-through-rate (CTR) on their ads are declining. This can be due to overexposure, burnout, by showing the same advert over ad over, known as ad fatigue.
If your CTR rate is dropping, your cost per click (CPC) is rising, and your return on ad spending (ROAS) has dropped, it's time to get to the root of the problem.
Your Creative is Tired
This is often caused by most brands repeating their top three adverts across all channels for weeks at a time, overexposing your adverts to your audience.
You will notice a high scroll through vs engagement, a drop in thumb-stop rate, and a frequency score of less than 3.5
In order to fix the issue, we recommend rotating three formats every thirty days:
Refreshing your ad creatives monthly can improve your CTR by 28%.
Many adverts today showcase their benefits, without listening to their audiences pain points.
In order to fix this issue, we recommend:
Ad fatigue is when the same people see the same ad, from the same angle, repeatedly.
In order to fix this issue, you can:
Modern buyers will scroll past ad-format fatigue, not just advert fatigue. When every post looks the same, it blends it and your audience are likely to just skip it.
To fix this issue, we recommend:
This is when your potential customers see retention offers, while your repeat customers receive intro bundles, this mismatch can result in confusion and fatigue.
To fix this issue, you can:
If you had a winning advert in the first quarter of 2025, it will probably be under-performing now, but you keep rescaling it because it used to do well.
To fix this issue, we recommend:
Your adverts are chasing return on ad spending, rather than building recall. This can result in you doing well today, but not tomorrow.
In order to fix the problem, you can:
Ad fatigue is about boring, repetitive, and deaf messaging. Your best performing advert could be a few days away from being irrelevant. Following the above tips can help you improve your advert relevance, resonating with your audience. If you need help with your ad copy, contact the No 1 SEO and Google Ads Marketing Agency, Genie Crawl today. Complete our online contact form now for a free evaluation and quote.
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