Eric Deeran says when ads stop performing, expand your audience or double your creative output. Running the same one or two ads for weeks kills performance. Either go from Connecticut to nationwide, or produce twice as many new ads weekly.
And so in this instance, you either need to widen the TAM or double the amount of creatives that you're putting out every single week. Because a lot of times I see accounts where they have 1 or 2 ads and they're just running those ads into the ground and then they're refreshing them maybe every couple of months. And so there's 2 options here. You either widen your TAM, meaning instead of home service companies in Connecticut, you go home service companies in the United States. That will extend the life of these winning ads. Or you say, okay, I want to stay in Connecticut. I'm going to double my output of amount of ads. Right. And so I'll double my creative.
