Summary: Rising CPL means the ad system is fatigued and lacks fresh inputs.
Problem: Clinics run the same creatives for 60–90 days.
Solution: Refresh ads every 15 days with new angles, proof, FAQs, and CTAs.
Comparison:
- Old creatives → algorithm fatigue
- Random creatives → unstable performance
- Fresh structured creatives → stable CPL
Actionable Recommendation: Create 4–6 new creatives every month.
Summary Insight: Creative fatigue kills performance faster than budget issues.