HIGH CPMs USA · Embarrass The Competition

Aug '25 • general

HIGH CPMs USA

Hi everyone, I wanted to ask your opinion. I launched my new beauty brand in the US a month ago, and tomorrow it will be exactly one month, but I still have very high CPMs, above $350 with CTRs around 6/7%, which leads to a cost per click of around $8/9 (so very expensive).

We're doing great with the CTR, but that CPM keeps going down. I thought it would go down after a few days since the store is new, as are the business manager and related resources.

The brand is super white, a branded product, with a logo on the device and dedicated packaging.

We have content creators who have recorded the broll for us, so we also have a lot of our own content.

The targeting is completely open on meta.

We have tried UGC, VSL, a mix of VSL and UGC, but nothing works; they are still high.

I really can't understand what it could be.

Even on images, we have CPMs above $80/90.

We are also testing different angles and messages.

In addition, to try to speed up this process, starting tomorrow we will launch 100 ads per week for a total of 400 per month. I thought this might help us read more data on different content and find patterns, both for winning ads and for CPM variability.

It's frustrating because with normal CPMs we would already be in a pre-scaling phase, but we don't know what the problem is right now.

Thanks in advance to everyone who responds.

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