Creative Fatigue Checker for Meta & Google Ads
Is your ad creative worn out? Enter your CTR data and get a Scale, Fix, or Kill recommendation in seconds — plus a dollar estimate of the waste so far.
Creative fatigue is the silent budget killer. Your top-performing ad peaked three weeks ago and has been bleeding efficiency ever since — but Meta and Google won't tell you. This checker applies the efficiency-delta method to diagnose a single creative in seconds.
Enter four numbers: the creative's launch date, peak CTR, current CTR, and daily spend. The checker returns days since peak, CTR decline percentage, total wasted spend since peak, projected 30-day waste, and a verdict: Scale (under 20% decline), Fix (20–40%), or Kill (over 40%).
How fatigue is measured
The efficiency-delta method compares current CTR to peak CTR from the same creative:
efficiency_ratio = current_ctr / peak_ctr daily_waste = daily_spend × (1 − efficiency_ratio) total_waste = daily_waste × days_since_peak
In the Ripplux platform, this runs automatically across every active creative every day. The free tool here runs the same math for a single creative you pick.
Reading the recommendation
- Scale (decline under 20%): creative is still performing — increase budget if volume allows.
- Fix (decline 20–40%): test a variant — new hook, new visual, new offer. Don't scale spend on this one.
- Kill (decline over 40%): pause immediately. Every dollar spent is buying fewer and fewer incremental clicks.
Want your exact numbers?
This calculator uses industry averages. Ripplux is in early access — reserve a founding spot to get your store’s exact numbers at launch. The first 15 members get lifetime Pro for $149, paid once.
Reserve your founding spot