Facebook Ads·6 min read
Why Your CPMs Are Through the Roof (And How to Fix It)
High CPMs are killing your margins. But most of the advice you've heard is wrong. Here's what actually moves the needle based on data from 200+ accounts.
High CPMs are killing your margins. But most of the advice you've heard is wrong. Here's what actually moves the needle based on data from 200+ accounts.
The CPM Myth
Everyone blames "competition" or "iOS 14" for high CPMs. But in my experience, 80% of CPM issues come down to three fixable problems.
The Real Causes
- Low relevance scores — Facebook charges more to show irrelevant ads
- Poor creative rotation — Ad fatigue hits faster than you think
- Wrong optimization events — Optimizing for purchases on cold traffic = expensive CPMs
I've seen CPMs drop 40% overnight just by switching from purchase optimization to landing page views for top-of-funnel campaigns.