/Advertising
Question
My CPM is crazy high (€25+) in FB ads… is that normal in EU?
Posted by •10/9/2025
I'm testing a simple home product (not even controversial) and my CPM is like €25-€35.
CTR is okay-ish (1.6%) but at that CPM my CPC becomes painful fast.
Is this just normal now in EU? Or is my creative/account messed up? I'm a beginner so I don't know what's "bad" anymore.
CTR is okay-ish (1.6%) but at that CPM my CPC becomes painful fast.
Is this just normal now in EU? Or is my creative/account messed up? I'm a beginner so I don't know what's "bad" anymore.
3 Replies
•10/9/2025
EU CPMs are higher yeah. But also… if your ad looks like a dropship ad, Meta smells it.
Show the product in a normal house, normal hands, normal voice. Less "BUY NOW". More "here's why this exists".
Show the product in a normal house, normal hands, normal voice. Less "BUY NOW". More "here's why this exists".
•10/9/2025
Not to be that guy but CPM is a distraction.
If you have €25 CPM but 4% conversion rate, you print money. If you have €10 CPM and 0.2% conversion, you're dead.
Check your page first. Beginners always blame ads when it's the offer/page.
If you have €25 CPM but 4% conversion rate, you print money. If you have €10 CPM and 0.2% conversion, you're dead.
Check your page first. Beginners always blame ads when it's the offer/page.
•10/9/2025
€25+ CPM can happen, but you need context:
- What objective? (Purchase will often be higher)
- What placement? (IG Reels can spike)
- What country? (NL/DE can be pricey)
The bigger issue: CPM is partly a "quality score" proxy. If your hook is weak or the creative looks like an ad, Meta charges you more.
Practical fix: make 3 new creatives that look like UGC, 10-15 sec, first 1 second is the entire game. Don't over-target interests. Broad often lowers CPM once it learns.
- What objective? (Purchase will often be higher)
- What placement? (IG Reels can spike)
- What country? (NL/DE can be pricey)
The bigger issue: CPM is partly a "quality score" proxy. If your hook is weak or the creative looks like an ad, Meta charges you more.
Practical fix: make 3 new creatives that look like UGC, 10-15 sec, first 1 second is the entire game. Don't over-target interests. Broad often lowers CPM once it learns.