5 Sneaky Reasons Your Facebook CPM is Skyrocketing (And how Mavlers knows exactly how to fix it!)

If you are a brand/business owner and have been watching your CPM (cost per mille) on Meta ads (Facebook and Instagram) climb higher than a cat stuck in a tree, you’re not alone. CPM, or cost per thousand impressions, is one of the most frustrating ad metrics to manage. And while it can seem mysterious and random, there are actually a few common reasons why CPMs creep up. 

The good news? Here at Mavlers, we’ve seen it all over the past twelve-plus years and know how to bring those costs back down with a little strategy and a lot of smarts.

Today in the house, we have Jay Patel, our SEM expert, who will help you explore the five key reasons your Facebook CPM might be on the rise and the proven strategies our team at Mavlers uses to keep costs down and performance up. 

Get ready to turn your CPM woes into wins!

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1. Increased competition: When everyone wants the same audience, prices soar

Why it happens: Meta’s advertising platform is popular for good reason. But with more brands bidding for visibility in the same audiences, it’s a bidding war out there, and CPMs naturally spike in response.

Mavlers’ solution: We sidestep the competition. By broadening your targeting strategy and leveraging Advantage+ Smart Campaigns (ASC), we strategically run your ads during times when CPM is lowest. This approach keeps your performance steady without bleeding your budget dry.

Pro tip: Going for low-competition times not only lowers your CPM but also ensures your ads appear to audiences when fewer competitors are vying for attention. Smart, right?

2. Audience fatigue: Same audience, same ads, higher costs

Why it happens: Seeing the same ads again and again can make people scroll faster than ever, and with low engagement comes—you guessed it—higher CPM. This phenomenon, called “audience fatigue,” is a big reason CPMs rise.

Mavlers’ solution: To keep things fresh, we tap into Advantage+ Audiences and develop new creative angles. We craft ads that speak to unique audience needs and bring in fresh perspectives, avoiding the same-old, same-old. This ensures that your audience stays engaged, while CPMs stay low.

Fun fact: Even a small tweak—like changing your headline or ad image—can refresh your ads and capture more interest. Think of it as a new outfit for your ad!

3. Low engagement: It’s not the ad placement; it’s the message

Why it happens: When your ad’s message doesn’t resonate, engagement drops, and Meta’s algorithms take notice. Low engagement signals Meta to increase CPM because fewer users are interacting with your ad.

Mavlers’ solution: We don’t just guess what will resonate. At Mavlers, we get inside your audience’s head by reviewing feedback on competitors’ products (even on Amazon) and digging through social media comments. By understanding what truly matters to your audience, we create messaging that speaks to their needs, drives engagement, and lowers your CPM.

Did you know? Audience insights go a long way in CPM control. Knowing what your customers care about is half the battle, and good ad copy wins the rest.

4. Tight targeting: Narrow audiences come with a hefty price tag

Why it happens: Narrow targeting often leads to higher CPMs, as Meta charges more to reach specific groups in high demand. While this approach may seem effective, it can quickly inflate costs.

Mavlers’ solution: We open up the target range. By loosening filters and adding broader interests, Meta’s algorithm finds more people at a lower CPM. This expanded reach helps your ads reach the right people without breaking the bank.

Fun fact: Going a bit broader can uncover new potential customers while lowering your CPM. Plus, Meta’s algorithms often perform best with a bit of breathing room!

5. Lack of creative diversity: Repeated creatives lead to rising costs

Why it happens: When audiences see the same creative too often, ad fatigue sets in, lowering engagement and driving up CPM. A stale creative means you’re not only missing out on clicks but also paying a premium.

Mavlers’ solution: At Mavlers, we believe in keeping things fresh! We test different formats—videos, carousels, and static images—while experimenting with new messaging and visuals. This creative variety keeps your audience interested and your CPMs low.

Pro tip: Mixing ad formats keeps things exciting for users, lowers the chance of ad fatigue, and keeps CPM under control.

So, what’s a good CPM for Facebook Ads?

There’s no one-size-fits-all answer here. A “good” CPM varies by industry, audience, and campaign goals. 

However, at Mavlers, we aim to keep your CPM between $7 and $12 for broad campaigns, with adjustments based on audience specificity. Remember, a low CPM is only as valuable as the engagement it brings—our goal is to balance both for maximum results.

The road ahead

High CPM doesn’t have to keep you up at night. By identifying the root causes and implementing the right strategies, Mavlers can help you control costs while maximizing engagement and reach. Whether through better targeting, fresh creatives, or deeper audience insights, we’re here to make every dollar count.

We now suggest reading ~ Avoiding Facebook Ad Fails: Top 10 Pitfalls You Didn’t Know You Were Making.