Episode Details
Back to Episodes
Why Your TikTok Ad ROAS Drops After Scale
Description
Episode 12 of Performance Marketing with Fexingo dives into a pattern plaguing DTC brands: TikTok ads that crush it at $500/day but collapse at $5,000/day. Lucas and Luna unpack the real culprit — not the algorithm, but ad fatigue across TikTok's unique creative burn rate. They walk through actual data from a skincare brand that hit 4.5x ROAS at small spend, then watched it crater to 1.2x after scaling. The hosts explain why TikTok's For You Page rewards novelty over frequency, why the platform's short-form format accelerates audience saturation, and how the best-performing brands are using creative rotation rules to stay ahead. Key takeaway: on TikTok, creative shelf life is measured in hours, not weeks. This episode offers a practical framework for matching creative supply to ad spend velocity — without blowing your budget on production.