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Stan Olery

Solving Ad fatigue.

Published 5 months ago • 1 min read

I've been making Facebook ads for 2 years.
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Let’s get one thing straight:
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Telling brands to churn out 60 ads monthly to battle “ad fatigue.” is complete B.S.
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Here’s why:
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Ad fatigue supposedly happens when people see your ad too often.
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But unless your total addressable market (TAM) is microscopic, you’re talking to tens of millions.
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So why do your ads crash after spending $2k, $5k, or even $10k?
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Simple. Your Ads just aren’t made for cold traffic.
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Here’s how your funnel actually looks:
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- Top Of Funnel (Cold Traffic) — 60% of your TAM.
- Middle Of Funnel (Warm Traffic) — 30% of your TAM.
- Bottom Of Funnel (Hot Traffic) — 10% of your TAM.
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Hot traffic wants to buy, so what do most marketers do?
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They build ads just for them, completely overlooking cold traffic.
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The problem is you’re only hitting 10% of your market, and once you start spending more, your ads fall apart with cold traffic.
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Why?
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Simply because people who’ve never heard of you need reasons to buy.
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Forget your “I Wish I Knew This Sooner” ads.
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If you want to scale new customer acquisition, focus on the Top of Funnel with ads that:
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- Clearly articulate your value proposition.
- Highlight the unique mechanism behind your product.
- Call out the failed solutions customers have already tried and hated.
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Stop fighting the “ad fatigue” myth. It's nonsense.
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Your only goal with Facebook ads should be:
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Converting cold traffic into new customers.
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P.s. This Ad we made for TOFU has been running for 183 days in client's ad account.

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Stan Olery

Driving DTC growth through cutting-edge creative strategies.

My agency creates high-impact ad creatives for fast-growing DTC brands like Embryolisse, Kachava, Vitamail, and more. Join 1000+ DTC brand operators for daily creative strategy SOPs that generated over $7M in revenue for our clients this past year!

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