We’re always testing—landing pages, creatives, ad copy. Constant experimentation helps us find what resonates with our audience and optimize performance. But sometimes, even with all that testing, results stall.
When a campaign starts losing momentum, our instinct is often to refresh the visuals and copy, hoping a new look will turn things around. But sometimes, the issue runs deeper—it’s not just the creative, it’s the campaign itself.
This recently happened to us with a client’s legacy campaign that had been running for 1.5 years, consistently delivering a 3.25 ROAS. But in just a month, that ROAS dropped to 1.54. So, what did our team do?
When Creatives Lose Their Impact
Even the best-optimized ads can start to lose effectiveness over time. Here’s what to watch for:
Repetitive messaging: Audiences may start tuning out.
Ad blindness: Overexposure to the same creative leads to diminishing returns.
Lack of innovation: Fresh, engaging visuals and copy are key.
Normally, we produce 3-4 new creatives a month, but to combat this decline, we ramped up production to that same number within a week. It didn’t take long to realize this was unsustainable—and that the problem ran deeper than just creative fatigue.
When the Campaign Structure Itself is the Problem
Beyond creatives, the way a campaign is structured can also lead to fatigue. Here’s what to consider:
Frequent turning off/on of creatives: Disrupts the algorithm’s learning process.
Excessive creative testing: Leads to inconsistent data and performance confusion.
Pricing changes: Can impact performance.
Major fluctuations in bidding or scaling: Creates instability in delivery.
Sale messaging fatigue: Repeated sales-driven messaging can cause audience burnout.
In this case, the issue wasn’t just the visuals—it was the campaign itself.
So, What Can You Do When This Happens?
Start Fresh
You might be thinking, “If the original campaign didn’t work, why would duplicating it work any better?”
Sometimes, the problem isn’t the campaign itself, but the noise surrounding it. Imagine trying to solve a problem with too many distractions—excessive variations, data, and shifting strategies can cloud performance rather than improve it. Campaigns can get bogged down by an overload of variables. By starting fresh, you give the algorithm a chance to reset and focus on relevant data.
For this client’s campaign, we were already using an Advantage+ campaign. We duplicated it and launched a new one from scratch. Within two weeks, the new campaign’s ROAS jumped to 2.32, and the conversion rate increased from 3.39% to 8.50%. A 150% improvement!
The Power of Audience Segmentation
Alongside resetting the campaign, we reactivated an original audience segmentation campaign that had been paused. Unlike Advantage+, which automates much of audience targeting, segmentation offers more control.
For this campaign, we identified and segmented three key audiences. One of those segments began driving volume at scale, delivering our highest ROAS of 2.54 for this product. Additionally, the conversion rate (CVR) for this segment hit 8.78%, strong evidence of its effectiveness.
Why Audience Segmentation Works
Advantage+ automates targeting, but segmentation gives you control. It allows you to:
Define audience groups based on behaviors, demographics, or brand interactions.
Test tailored messaging and optimize based on clear data.
Target specific customer groups rather than relying solely on broad automation.
For businesses looking to fine-tune performance or explore variations, segmentation is invaluable. It enables deliberate targeting, making it easier to optimize messaging and performance.
Advantage+ is great for scale, but segmentation gives you precision. By combining both, we found the perfect balance—boosting ROAS and conversion rates with a more strategic approach.
More importantly, this experience reinforced a crucial lesson: marketing isn’t just about making adjustments; it’s about knowing when to pivot entirely. Recognizing when a campaign needs a reset, rather than just a refresh, is what keeps brands agile and ahead of the curve. If your campaign starts to stagnate, take a step back, reassess, and don’t be afraid to start fresh. Sometimes, a new perspective makes all the difference.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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