If your frequency is around 4–5 and you're still seeing double-digit ROAS, you’re in a solid zone—but you're also approaching the point where performance can start to decline due to ad fatigue.
For most retargeting campaigns, a frequency of 5–7 is generally the upper limit before engagement and results begin to drop off. But since you're in a niche like family leisure, where booking decisions may take longer, a slightly higher frequency might still convert—as long as ROAS holds.
What You Should Do:
Monitor daily ROAS trends. If you see the ROAS starting to dip consistently while frequency climbs, that’s your cue to swap or rotate creatives.
Layer in 1 new ad every 7–10 days to keep your retargeting fresh and test new angles (testimonials, family benefits, seasonal urgency, etc.).
Use Ad-level breakdowns to identify which of the 3 creatives is fatiguing fastest—replace or rotate just that one, not the entire set.
Consider audience segmentation—split 0–7 day vs. 8–30 day retargeting so you're not hitting the same people with the same cadence.
Pro Tip:
High frequency isn’t always a bad thing in retargeting—as long as performance stays strong. People often need multiple touchpoints to convert. But plan ahead by building a creative rotation system so you’re not scrambling once fatigue hits.