Every account we inherit says the same thing before we’ve touched anything: "our CPMs are climbing and we don’t know why." Almost always, the answer isn’t the platform, the season, or the competition. It’s structural — the account is fighting itself.
Stop Fragmenting Your Own Audience
The most common mistake we see is five ad sets targeting near-identical audiences inside the same campaign. Meta’s auction doesn’t know they’re related — it just sees several advertisers bidding for the same person, and prices accordingly. Consolidating those into one or two well-fed ad sets routinely drops CPMs 15–30% within a week, with zero change to spend.
The same logic applies to campaign count. Ten campaigns each getting $15/day never leave the learning phase; Meta needs roughly 50 conversion events per ad set per week to optimise properly. Fewer, better-funded ad sets consistently outperform a scattered structure.
Let Creative Do the Targeting
Since Advantage+ made granular interest-stacking mostly obsolete, the targeting decision has shifted to the creative. A hook that only resonates with your actual buyer does more audience-qualifying than any interest layer ever could — and it costs nothing extra to serve.
- Merge overlapping ad sets into one broad audience per objective.
- Cap active ad sets so each one can hit real volume, real fast.
- Refresh creative every 10–14 days before frequency fatigue sets in.
- Push retargeting budget toward warm audiences with real intent signals, not broad remarketing windows.
Want a CPM audit on your account?
We’ll pull your account structure apart line by line and tell you exactly where the waste is — no retainer required for the audit.
Book a free ad account reviewNone of this is exotic. It’s discipline — fewer, cleaner decisions, made consistently, instead of a new "hack" every quarter.
