Saw a client's ROAS drop 40% after they stopped ad testing for 3 months

Was at a conference in Austin last month and this agency owner told me how they got complacent with a set of winning ads. They just let them run without trying new creatives or audiences. After a quarter their cost per acquisition doubled. Nobody warns you that yesterday's golden campaign can turn into a money pit that fast. Has anyone else had a big client freak out when their tried and true strategy suddenly stopped working?

2 comments

2 Comments

theabarnes1mo ago

Saw a study that said ad fatigue sets in around 60 days.

shah.ben1mo ago

Yeah, that totally lines up with what my buddy saw at his startup. They ran the same ad set for like two months straight and watched the clicks just fall off a cliff around week eight. By day 65 it was basically dead, costing them way more for way less. He said it was like watching a slow train wreck, you could see it coming but couldn't stop it fast enough. So yeah, 60 days sounds about right to me.