Catch ad fatigue before the client's CPA does.
Patricia watches every client's Meta ads, on Facebook and Instagram, for the early signs of fatigue: rising frequency, falling CTR and drifting CPA. She flags the ones worth refreshing before they quietly bleed budget, then drafts the next brief so the replacement is already moving.
📉 Fatigue watch on Orbit: the hero prospecting ad is tiring.
- Frequency up to 4.3, CTR down 31% over 10 days, CPA up 22%
- Still their top spender, so this is costing real money now
- The founder-story UGC angle is holding best of the current set
@Pati draft a refresh brief off the founder-story angle and write up what you'd do with the tired ad.
Done. The refresh brief is in the Orbit project: three UGC hooks and two statics built on the founder-story angle. My recommendation on the tired ad is in the thread with the wasted spend attached, ready for Thibaut to action in the account. Want it on Thursday's client agenda?
The old way
How agencies do this today.
Everyone knows creative fatigues. Catching it in time means staring at frequency charts on every account, which nobody has time to do.
The winner that quietly died
The hero ad carried a client's account for weeks, then frequency crept up, CTR slid and CPA drifted, and nobody caught it until the month came in soft and the report had to explain it.
The refresh that started too late
By the time someone noticed the fatigue there was no new creative approved, so the account limped for two weeks on tired ads.
The spreadsheet nobody keeps
Tracking frequency and CTR decay by hand across every ad set on every client is a job in itself, so it slips, and the fatigue goes unseen.
Inside Patricia
What it looks like when she owns it.
Setup
Set up with you in 20 minutes, then it's hers.
Step 1
Add Patricia to Slack
She joins your workspace like any teammate. Two minutes, no engineering.
Step 2
Connect the client's Meta Ads
So she can read frequency, CTR and CPA per ad set and per ad, straight from the account, on every client you run.
Step 3
Set the fatigue thresholds
The frequency, CTR decay and CPA drift worth a flag. She learns what healthy looks like on each account.
Step 4
She flags and drafts
The moment an ad tires she posts the metrics with what it is costing, drafts the refresh brief, and leaves the change in the account to your media buyer.
Creative refresh
What she takes off your plate.
Real behavior of the skill, not a feature list.
Reads fatigue from live numbers
Frequency, CTR decay and CPA drift per creative, checked daily, so a tiring winner is caught early instead of at the end of the month.
Knows what is actually costing them
She weights the flag by spend, so the tired ad eating the most of a client's budget is the one she surfaces first, not a rounding error.
Drafts the refresh, not just the alert
A brief built on the angle that is holding best, with hooks and formats, so the replacement is in motion before the old one dies.
Puts a number on the bleed
The recommendation arrives with the wasted spend attached, so the call to throttle or swap the tired ad is an easy one, approved in Slack or made in the account.
Spots the angle that still works
Across the set she flags which hook or angle is holding, so the next round builds on a winner instead of guessing.
No frequency spreadsheet
Fatigue tracking is one thing Patricia does across every account, not a manual sheet that slips the week you need it most.
Say it like you'd say it
Things to ask her on day one.
Which of Orbit's ads are fatiguing right now?
Alert me when any client ad's frequency passes 4
Draft a refresh brief off the founder-story angle
What is the tired hero ad costing Orbit a week?
Which angle is holding best across our accounts this month?
Keep going
One skill down. She has more.
Patricia's value compounds when the whole workflow lives with her, not just one job.
Patricia + Slack
Where the fatigue flag lands with the metrics and the refresh brief, in that client's channel.
FAQ
Creative refresh, answered.
How does Patricia know an ad is fatiguing?
She reads frequency, CTR and CPA per creative from the client's Meta account and watches the trend. When frequency climbs and CTR falls while CPA drifts up, past the thresholds you set, she flags it as fatigue with the numbers.
Does she change the ads herself?
Not by default. She reads the account, flags the fatigue, and proposes the move with the wasted spend attached. Pausing or swapping a creative stays your media buyer's call: approve it in Slack and she makes the change on Meta Ads, or make it in the account yourself.
Does she just alert, or help fix it?
Both, up to the point of the change. She drafts the refresh brief built on the angle that is holding best, so the replacement is already moving while the recommendation waits for a decision.
Will it flag every tiny wobble?
No. She weights by spend and uses your thresholds, so she surfaces the tiring ad that is actually costing a client money, not every minor dip.
Which channels does she watch?
Meta, which covers the client's Facebook and Instagram ads, per ad set and per ad, split by placement. Connect each client's ad account once and she watches fatigue across all of them.
Is this all Patricia does?
No. Creative refresh is one job. The same teammate handles competitor monitoring, client reporting, and the rest of the work your agency hands her, all in the same Slack.
One of the jobs teams hand her. See more content & social use cases or browse them all.
Everybody deserves a Patricia.
She handles the work your team never gets to. You build the company. See what changes in your first week.