With the lengthy sales cycle for SaaS brands, you can almost bet that leads will see the same ads over and over as they perform similar searches during their “research” phase. Eventually, this can cause ad fatigue with your target audience, and they may begin to ignore the ads. This not only hurts your click-through rates and results in higher PPC costs, but it can also reduce the chances of a lead coming back to you when they’re ready to purchase. The best way to avoid ad fatigue is to cycle out ads regularly. Changing out your ads every month or so will likely result in better campaign and conversion results.