diff --git a/worker/src/main.py b/worker/src/main.py
index f040201..06a8202 100644
--- a/worker/src/main.py
+++ b/worker/src/main.py
@@ -74,6 +74,13 @@ async def scheduler_task(pool: object, bot: ExtBot) -> None:
                                 fields.get("main_image_url"), fields.get("postcode"), fields.get("modified_at"),
                             )
                             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:
+                                    await notify_new_ad(bot, tg_id, notify_fields)
+                                new_count += 1
                         else:
                             ad_uuid = str(existing["id"])
                             old_price = existing["price"]
@@ -96,12 +103,6 @@ async def scheduler_task(pool: object, bot: ExtBot) -> None:
                                         fields.get("main_image_url"), fields.get("postcode"), ad_uuid,
                                     )
 
-                        if initial_loaded:
-                            notify_fields = {**fields, "keyword": keyword}
-                            for tg_id in telegram_ids:
-                                await notify_new_ad(bot, tg_id, notify_fields)
-                            new_count += 1
-
                         if is_price_drop:
                             notify_fields = {**fields, "keyword": keyword}
                             for tg_id in telegram_ids: