Imagine you inherit a fast-growing client account where performance has plateaued and the client believes “the creative is tired.” You have limited time and budget to turn it around. How would you diagnose the problem and prioritize your first three creative actions?

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VirtualInterview.AI · Accepted Answer

I’d start by validating whether the creative is actually the issue. In a similar situation on a $1.2M/quarter account, I pulled a quick diagnostic: performance by audience segment, placement, format, and message. We saw click-throughs had only dipped ~8%, but conversion rate was down 30% and frequency was above 9 in key segments. That told me we had fatigue in certain cohorts and likely a relevance/offer problem, not just visuals.

With limited time and budget, my first three moves would be: one, spin up 3–4 “refresh” variants that keep the winning structure but update hooks, headlines, and visuals, so we can launch within a week. Two, create a single bold “pattern-breaker” concept to test against the control in the most efficient channel. Three, tighten targeting and exclusions to reset frequency. When I followed this playbook, we lifted ROAS by 22% in four weeks with under 10% incremental spend.

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