What do all of the following creatives have in common?
Meta Ads Creatives
A few things stand out:
They are all images (yes, surprise, images still work despite people telling you video ist a must in 2025.)
They all performed exceptionally well (we tested them, and I did bring the receipts below).
They reached high CTRs across entirely different styles, which proves the system works even when the creatives look nothing alike
For context: Approx. 1% is the average CTR on Facebook across industries
When you look at these results, one thing becomes obvious fast.
Creative fatigue has nothing to do with the quality of your funnel. It’s simply the moment when the platform has shown your ad to everyone it could reach within that audience. The message can still be strong. The offer can still be right.
But the freshness is gone.
The ONE takeaway today:
To catch fatigue early, watch these signals. They always move first:
• CTR starts dropping over the next two to three days.
• Cost per landing page view climbs even though nothing else changes
• Frequency rises past 2–2.5 which means the same people keep seeing the ad
In one of these shifts, fatigue is starting. If all three move, the ad is already exhausted.
This is where most founders break their momentum. They assume the funnel is dying. They assume the entire system needs to be rebuilt. And that’s the exact moment performance collapses.
Not because the funnel doesn’t work but because they reset the learning phase and start from zero again.
The smarter path is to keep the core structure of the ad consistent. Same core message. Same angle. Same offer. You only rotate the wrapper. A different visual. A refreshed layout. A new style. Suddenly the same message feels new again and the platform pushes it with full force.
This is also why your CTR jumps back up the moment you introduce a small variation.
If you follow this system properly, your ads don’t burn out.
They stay sharp and keep pulling results because you refresh the wrapper before fatigue hits. That’s why campaigns like the one in the screenshot above keep performing month after month. Facebook literally tags the ad as high-performing because the creative never goes stale.
357 leads and appointments. Stable costs. No dramatic drop-offs.
If you want help applying this system to your own business, I’m opening three free trial seats for next month. This is where we take your offer, run it through our testing framework, and show you exactly how to scale it with predictable results.
If you want one of the remaining spots, let’s have a look at your set up and book a call.
Thats a wrap
Talk soon, Roman.