diff --git a/worker/src/main.py b/worker/src/main.py
index 337a9e8..23065e9 100644
--- a/worker/src/main.py
+++ b/worker/src/main.py
@@ -19,11 +19,33 @@ logger = logging.getLogger(__name__)
 load_dotenv()
 
 
+async def safe_notify_new_ad(bot, pool, tg_id, notify_fields, ad_uuid):
+    try:
+        msg_id_val = await notify_new_ad(bot, tg_id, notify_fields)
+        if msg_id_val:
+            user_row = await pool.fetchrow("SELECT id FROM users WHERE telegram_id = $1", tg_id)
+            if user_row:
+                await log_notification(pool, str(user_row["id"]), ad_uuid, msg_id_val)
+    except Exception:
+        logger.exception("Failed to send new ad notification for %s", ad_uuid)
+
+
+async def safe_notify_price_drop(bot, pool, tg_id, notify_fields, ad_uuid):
+    try:
+        msg_id_val = await notify_price_drop(bot, tg_id, notify_fields)
+        if msg_id_val:
+            user_row = await pool.fetchrow("SELECT id FROM users WHERE telegram_id = $1", tg_id)
+            if user_row:
+                await log_notification(pool, str(user_row["id"]), ad_uuid, msg_id_val)
+    except Exception:
+        logger.exception("Failed to send price drop notification for %s", ad_uuid)
+
+
 async def scheduler_task(pool: object, bot: ExtBot) -> None:
     while True:
         try:
             rows = await pool.fetch(
-                "SELECT id, keyword, interval_minutes, initial_loaded FROM keywords "
+                "SELECT id, keyword, interval_minutes FROM keywords "
                 "WHERE is_active = true "
                 "AND (last_scraped_at IS NULL OR last_scraped_at < now() - (interval_minutes || ' minutes')::interval)"
             )
@@ -31,7 +53,6 @@ async def scheduler_task(pool: object, bot: ExtBot) -> None:
             for row in rows:
                 kw_id = str(row["id"])
                 keyword = row["keyword"]
-                initial_loaded = row["initial_loaded"]
 
                 subs = await pool.fetch(
                     "SELECT telegram_id FROM users u JOIN keyword_subscriptions ks ON u.id = ks.user_id "
@@ -50,15 +71,9 @@ async def scheduler_task(pool: object, bot: ExtBot) -> None:
                     ads_raw, total_hits = await fetch_ads(keyword)
                     new_count = 0
 
-                    if not initial_loaded and len(ads_raw) > 0:
-                        logger.info("Initial baseline load for '%s' — indexing %d ads, no notifications", keyword, len(ads_raw))
-
                     for ad_data in ads_raw:
                         fields = extract_ad_fields(ad_data)
                         wh_ad_id = fields["wh_ad_id"]
-                        is_price_drop = False
-                        old_price = None
-                        new_price = None
 
                         existing = await pool.fetchrow(
                             "SELECT id, price FROM ads WHERE wh_ad_id = $1",
@@ -66,6 +81,7 @@ async def scheduler_task(pool: object, bot: ExtBot) -> None:
                         )
 
                         if not existing:
+                            # NEW AD - insert and fire-and-forget notify
                             ad_row = await pool.fetchrow(
                                 "INSERT INTO ads (wh_ad_id, raw_json, title, price, location, url, published_at, main_image_url, postcode, modified_at) "
                                 "VALUES ($1, $2, $3, $4, $5, $6, $7, $8, $9, $10) RETURNING id",
@@ -75,20 +91,12 @@ async def scheduler_task(pool: object, bot: ExtBot) -> None:
                             )
                             ad_uuid = str(ad_row["id"])
 
-                            # Only notify for genuinely new ads after baseline load is done
-                            if initial_loaded:
-                                notify_fields = {**fields, "keyword": keyword}
-                                for tg_id in telegram_ids:
-                                    msg_id_val = await notify_new_ad(bot, tg_id, notify_fields)
-                                    if msg_id_val:
-                                        user_row = await pool.fetchrow("SELECT id FROM users WHERE telegram_id = $1", tg_id)
-                                        if user_row:
-                                            try:
-                                                await log_notification(pool, str(user_row["id"]), ad_uuid, msg_id_val)
-                                            except Exception:
-                                                logger.exception("Failed to log new ad notification")
-                                new_count += 1
+                            notify_fields = {**fields, "keyword": keyword}
+                            for tg_id in telegram_ids:
+                                asyncio.create_task(safe_notify_new_ad(bot, pool, tg_id, notify_fields, ad_uuid))
+                            new_count += 1
                         else:
+                            # EXISTING AD - check price drop
                             ad_uuid = str(existing["id"])
                             old_price = existing["price"]
                             new_price = fields["price"]
@@ -102,29 +110,17 @@ async def scheduler_task(pool: object, bot: ExtBot) -> None:
                                     "INSERT INTO price_history (ad_id, old_price, new_price) VALUES ($1, $2, $3) ON CONFLICT DO NOTHING",
                                     ad_uuid, old_price, new_price,
                                 )
-                                is_price_drop = True
+                                notify_fields = {**fields, "keyword": keyword}
+                                for tg_id in telegram_ids:
+                                    asyncio.create_task(safe_notify_price_drop(bot, pool, tg_id, notify_fields, ad_uuid))
                             else:
+                                # Update metadata if missing
                                 if fields.get("main_image_url") or fields.get("postcode"):
                                     await pool.execute(
                                         "UPDATE ads SET main_image_url = COALESCE($1, main_image_url), postcode = COALESCE($2, postcode) WHERE id = $3 AND (main_image_url IS NULL OR postcode IS NULL)",
                                         fields.get("main_image_url"), fields.get("postcode"), ad_uuid,
                                     )
 
-                        if is_price_drop:
-                            notify_fields = {**fields, "keyword": keyword}
-                            for tg_id in telegram_ids:
-                                msg_id_val = await notify_price_drop(bot, tg_id, notify_fields)
-                                if msg_id_val:
-                                    user_row = await pool.fetchrow("SELECT id FROM users WHERE telegram_id = $1", tg_id)
-                                    if user_row:
-                                        try:
-                                            await log_notification(pool, str(user_row["id"]), ad_uuid, msg_id_val)
-                                        except Exception:
-                                            logger.exception("Failed to log price drop notification")
-
-                    if not initial_loaded:
-                        await pool.execute("UPDATE keywords SET initial_loaded = true WHERE id = $1", kw_id)
-
                     await pool.execute("UPDATE keywords SET last_scraped_at = now() WHERE id = $1", kw_id)
 
                     await pool.execute(
@@ -203,4 +199,4 @@ async def main() -> None:
 
 
 if __name__ == "__main__":
-    asyncio.run(main())
+    asyncio.run(main())
\ No newline at end of file