COMPANIES I'VE SCALED AND ADVISED
THE PROOF

Feedback from founders who wanted the truth

THE SIGNAL

Signs of creative fatigue

  • Frequency keeps climbing. The same people see the same ads again and again, and stop responding.
  • CTR falls while CPMs rise. Engagement drops, the platform charges more to show your ads, and cost per result creeps up.
  • Your best ad is months old. Performance depends on one or two winners, and nothing new has beaten them.
  • New ads rarely win. You launch fresh creative, but the old control quickly beats it and it gets switched off.
  • Testing is tweaks, not ideas. New colours, new headlines, same angle. Small changes rarely find new buyers.
  • Nobody knows why winners win. Without a record of what was tested and learned, every new batch starts from scratch.

Recent results: 0.5 to 3.4 ROAS in 90 days for a marketplace. CAC down 32% in 50 days for a DTC brand.

THE SYSTEM

A testing system that keeps producing winners

  • Test angles before details. Start with different reasons to buy, like price, speed, proof or status, before testing colours or wording.
  • Vary hooks and formats. Each winning angle gets several opening hooks and formats, from short video to static images to founder-led content.
  • Give tests a fair budget. Enough spend to reach a decision, with clear rules for what counts as a winner and when to switch an ad off.
  • Keep a learning log. Record what was tested, what won and why, so each round builds on the last instead of guessing.
  • Refresh before fatigue hits. Plan new creative on a schedule tied to spend, rather than waiting for results to drop.

The goal isn't one great ad. It's a process that keeps producing them as you scale.

THE PROCESS

How it works and what you get

"Ever since I met you, I’ve had high hopes for you, and from what I can see, only now, thanks to you, are we finally doing something coherent with our online marketing"

Alina Almasan

Co-Founder, Rowe

"I can't seem to understand why we didn't work together before"

Siddhi Mittal

Co-Founder, Yhangry

"Robert was really helpful. He confirmed what I’d already been suspecting and gave me a much clearer direction on what to do next"

Andrei Dinca

Founder, Arc Financial Technology

  • Send the form.
  • I call or email within one business day.
    ‍    A few minutes to understand where you are and whether I can help. If I can't, I'll tell you.
  • If there's a fit, we book a proper session.
    I go through your ad account, creative history and results before we speak. You leave with how quickly your ads are fatiguing, the one change I'd make to your testing first and roughly what it's worth, and a straight answer on whether this needs me, your agency or your creative team.
  • If I can help, you get a proposal.
    Within 5 days: the scope, how we'd work together, what your team owns and what I own, the numbers we'd judge it on, and the cost. No pressure to sign. Whatever you decide, you keep everything from the session.
THE OPERATOR

You need a Marketing Agency
‍Growth Partner

I spent 11 years running growth in-house: Head of Growth at Bark.com and co-founder of RacketPal, both acquired. I've seen accounts live and die on one winning ad, so I build testing around learning, not luck. I don't make your ads. I set the angles, testing rules and priorities, and make sure your team or agency keeps producing winners as spend grows.

Get in touch
FAQ

Questions founders ask about ad creative fatigue

  • How often should I refresh my Facebook ads? It depends on spend and audience size: the more you spend, the faster ads fatigue. Watch frequency, CTR and cost per result, and have new creative ready before they start to slip.
  • How do I know if an ad is fatigued? Rising frequency, falling click-through rate and rising cost per result over the same period are the usual signs. Compare against the ad's own early performance, not other ads.
  • How many creatives should I test at once? Enough to test distinct ideas, but not so many that each gets too little budget to reach a decision. A few strong, different angles beat dozens of small variations.
  • What makes a winning ad? Usually a clear angle that speaks to a real reason to buy, a hook that stops the scroll in the first seconds, and proof that makes the claim believable. Production quality matters less than most people think.
  • Should I use UGC or founder-led ads? Both can work, and they're worth testing against each other. Founder-led ads often build trust for considered purchases, while UGC tends to work well for consumer products. Let the results decide.

Still have a question? Send the form below and I'll give you a straight answer.

A SMALLER ROSTER, BETTER WORK

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Send this and I’ll reach out within one business day. If there’s real potential, we’ll book a proper session. If not, I’ll tell you.

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