13/01/2026
Most ad accounts don’t fail because the ads are bad.
They fail because creative entropy sets in.
Every message has a shelf life. Not because it stops being true—but because it becomes familiar. Audiences adapt. Attention dulls. Performance quietly decays.
When results slip, most teams respond by optimizing harder—tweaking bids, audiences, and placements. But optimization doesn’t reverse entropy. It only delays it.