What is Creative fatigue?

Creative fatigue is the decline in an ad's performance after its audience has seen the same image or video too many times. Meta says people become less likely to engage, which can raise the cost per result. Ads Manager can show a Creative limited status when cost per result is above your past ads but under twice as much, and Creative fatigue at twice or more, based on recent exposures of the creative across your Page's campaigns.

Meta's recommended fixes are a new ad with a materially different image or video, a larger audience, or Advantage+ creative. Rising costs can also come from auction competition, tracking faults or the learning phase, so those are worth ruling out first.