Creative fatigue in home-services advertising shows up as declining CTR, rising CPC, shrinking reach, and weaker downstream signals like fewer call conversions and lower booked-job rates. The piece advises a simple cadence to catch issues early: daily alerts on CTR/CPC shifts, weekly 7 vs. 28-day trend checks by channel and asset, asset-level scans, and call-quality reviews. To recover performance, rotate concrete, service-driven offers for HVAC, plumbing, and electrical; refresh headlines and visuals; and keep location and phone details prominent to drive calls over clicks. Testing should be controlled and deliberate—change one variable at a time, use experiments/ad variations, and manage RSA assets by pinning proven frameworks while rotating in new contenders.

Stop Wasting Budget: Spot Creative Fatigue Early and Keep the Phone Ringing

TL;DR Creative fatigue shows up as falling CTR, rising CPC, and shrinking reach—long before your call volume craters. Watch 7/28-day deltas, rotate fresh offers and copy on a set cadence, test deliberately, and use audience/data signals to extend ad life. Keep it about booked jobs, not pretty clicks.

What Creative Fatigue Looks Like in the Trades

I don’t care how clever the ad is—if the phone isn’t ringing for HVAC, plumbing, or electrical, it’s dying. Fatigue shows up in predictable ways:

• CTR falls: Same impressions, fewer people care. That’s your ad getting stale.
• CPC climbs: The auction punishes weak engagement. You pay more to get the same (or fewer) eyeballs.
• Reach shrinks: Frequency rises, fresh audience dries up, and performance throttles.
• Downstream tells: Fewer call conversions, more price shoppers, lower booked-job rates.

Yes, this hits Search (RSAs), Display/Discovery/YouTube, PMax, and even LSAs. The surfaces differ, but the decay pattern is the same.

Catch It Early With a Simple Rhythm

Fancy dashboards don’t save you if the cadence is sloppy. Use a simple monitoring rhythm:

• Daily: Alert on CTR down 20% vs. 28-day average or CPC up 15% with stable impression share.
• Weekly: Review 7 vs. 28-day trends by campaign/channel and by asset (headlines, images, videos).
• Asset-level scans: In RSAs, sort by “low” vs. “best” assets. In PMax, check asset groups for declining engagement. On YouTube/Display, watch frequency and view rates.
• Call quality: Spot-check recorded calls. If intent quality dips while volume holds, your creative is attracting the wrong clicks.

Fixes That Actually Move the Phone

1) Refresh Creative With Real Offers

Don’t just rewrite adjectives. Rotate the reasons to call:

• HVAC: “Same-Day AC Repair,” “No-Heat Emergency—Dispatch in 60 Minutes,” “$0 Diagnostic With Repair.”
• Plumbing: “Water Heater Installed Tomorrow,” “Leak Detection + Fix,” “After-Hours Service Available.”
• Electrical: “Panel Upgrade Financing,” “Whole-Home Surge Protection,” “EV Charger Install.”

Refresh headlines, first lines of description, and image/video thumbnails. Update assets (callouts, sitelinks, images) and keep location/phone prominent. Calls > clicks.

2) Test Like an Adult, Not a Slot Machine

• One variable at a time: Offer first, then headline structure, then imagery.
• Use Experiments/Ad Variations: Don’t guess; split traffic and set a clear success metric (cost per booked job).
• RSAs: Pin your top performer framework, rotate 2–3 new headlines at a time, promote winners, delete losers.
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