Every ad wears out. On paid social the same people see it again and again, and each repeat earns less. Performance teams watch click-through rate and cost per result; when both move the wrong way while the audience stays the same, the creative is tired, not the offer.
The fix is fresh versions, often. New settings, angles, models and crops give the ad auction something new to test while the product and message stay put. The bottleneck is production: one shoot a season can't feed ads that need replacing every few weeks.
