Creative fatigue shows up as rising frequency alongside falling CTR and climbing CPL on a previously strong ad — the audience has simply seen it too many times. In most GCC accounts this happens faster than in larger, less concentrated markets because addressable audiences are smaller.
The fix is not just refreshing the edit — it's rotating in a genuinely new hook or angle, not a re-cut of the same idea, and refreshing before performance visibly drops rather than after. A standing testing pipeline prevents fatigue from becoming a recurring fire drill.