Meta Ads 2025 CPM: Average Benchmark

In 2025, at Affect, we continue to observe a trend of rising average effective CPM for performance campaigns. Meta’s tools are effectively following a strategy of increasing the cost of 1,000 impressions while also improving the efficiency of each impression and click.

The average CPM will significantly depend on the campaign’s goals and optimization strategy:

Impressions, Reach, and Frequency:

When optimizing for awareness objectives like reach and frequency, you can expect the lowest CPM. In this case, you’re evenly covering your selected audience segment, and Meta can purchase traffic based solely on inventory availability. This means ad delivery won’t be additionally skewed toward users with a high predicted likelihood of taking a specific action.

Your average CPM in the U.S. will not exceed $10–15.
CPM will trend toward $15 when daily budgets are high —for example, if you plan to cover up to 60% of your available targeting capacity within a 4–5 week flight.
Extreme CPM values can reach up to $20 USD when targeting hard-to-reach audiences (e.g., via manual selection of specific segments), high-demand audiences (such as women aged 25–55 in major cities), or when aiming for a large SOA (Share of Audience), such as trying to purchase up to 90% of the available targeting capacity.
Exceptionally low CPM values in the U.S. can fall below $4 USD when using Advantage+ targeting and placements. However, it’s important to note that your actual cost per 1,000 targeted users may end up higher, since this strategy also covers a broad volume of less relevant audiences.

Traffic Campaigns:

The average CPM for traffic campaigns will not differ significantly from reach-based campaigns, but the variance in values will be higher. While in reach campaigns, about 90% of your ads will fall within the $8–10 USD range per 1,000 impressions, in traffic campaigns, only around 70% will perform within that same range.

Average CPM will typically range between $10–15 USD;
Extremely high CPMs may reach $15–25 USD;
Extremely low CPMs may fall within the $5–8 USD range.

The price range will be wider.
The cost will be heavily influenced by creative quality, making it important to run ad sets with diverse messaging.
The impact of your creative and its CTR on CPM will be greater than the impact of audience volume (you can reach up to 70% of the available audience while still keeping CPM under control through strong creatives).
As with reach campaigns, placement selection will significantly affect CPM — disabling the Audience Network will increase your CPM, and turning off vertical placements like Stories or Reels will also drive CPM upward

Lead Generation Campaigns:

These are the campaign types with the widest CPM fluctuations. In such cases, CPM itself becomes less relevant — as long as you’re staying within your target cost per lead or sale.
These campaigns are typically highly dependent on conversion rates for the desired action.
For example, your website form submission rate may improve from 10% to 30% during the campaign's learning phase. In this process, CPM might increase, but as long as your cost per lead remains efficient, the system will allow for higher bids, often trading some CPM efficiency for better conversion performance.

• When conversion rates to the Lead Event increase (a balance between your interests and Meta’s algorithms),
• When you're trying to buy a large share of a small audience (ambitious reach),
• When your CTR is low (message relevance),
• When conversion rates to the Lead Event are poor (funnel inefficiency),
• When you're sending low-quality events (Conversion API configuration issues).

• Targeting broad B2C audiences,
• Running high-performing creatives with strong CTR,
• Using Advantage+ audiences and placements effectively,
• Working with large audience volumes and a well-trained Meta Pixel.