Q3 Meta Ad Trends: What Marketers Need to Know About Performance This Season
A significant seasonal shift occurs in Q3, affecting not just the seasons but also consumers. As vacations wind down and consumers re-engage with planning, shopping, and scheduling, we see momentum pick back up across digital channels. Brands that took a breather in Q2 are now sharpening their strategies to align with shifting intent and fresh demand.
At GeistM, we’re closely tracking these seasonal shifts across key metrics like CPM, CPC, and CTR. The trends we’re seeing aren’t just noise — they’re signals that can inform smarter strategy as we head into the final stretch of the year. Q3 isn’t just a bridge to Q4; it’s a high-impact window to reset, re-engage, and maximize performance.
So let’s break them down period-over-period (PoP) and what these can mean for your campaigns.
Mid-July 2025 (1st-15th)
Meta CPMs
Key Takeways:
- Our analysts noticed a 5% increase in CPMs during this period.
- The Fashion & Beauty vertical saw the largest decrease in CPMs of 5%.
- An 18% rise was seen by the International Vertical (clients outside the US).
Meta CPCs
Key Takeaways:
- Our CPCs decreased by 6% during the first half of July.
- The most significant drop of 20% in CPCs came from the Fashion & Beauty vertical.
- The International vertical noticed the highest increase of 16%.
Meta CTRs
Key Takeaways:
- During the first half of July, we noticed an 11% increase in CTRs.
- An 18% jump was seen by the Fashion & Beauty vertical.
- The Home & Family vertical saw a slight decrease of 1%.
End July 2025 (16th – 31st)
Meta CPMs
Key Takeaways:
- We noticed stable CPMs during this period.
- A significant decrease of 11% came from the Fashion & Beauty vertical.
- The Food & Beverage vertical noticed a 10% increase in CPMs.
Meta CPCs
Key Takeaways:
- There was an 8% drop in CPCs during the second half of July.
- The Health & Wellness vertical noticed a decrease of 24%.
- None of the verticals saw an increase.
Meta CTRs
Key Takeaways:
- Our analysts noted a 6% increase in CTRs during this period.
- A significant increase of 22% was seen by the Health & Wellness vertical.
- Again, none of the verticals saw a drop in CTRs.
Here’s what Senior Analyst, Matthew Whitaker, had to say about these shifts — and what to watch for moving forward.
“There are several key moments to watch for in Q3, starting with the Back-to-School season, which is already underway — so be sure your BTS campaigns are ready to launch. Additionally, Labor Day is approaching, and since it’s a long weekend, it’s important to plan your budget accordingly to make the most of the opportunity.”
Mid August 2025 (1st-15th)
Meta CPMs
Key Takeaways:
- CPMs decreased by 6% during this period
- The Home & Family vertical saw the largest decrease of 17%
- The Food & Beverage vertical saw the biggest increase of 15% in CPMs.
Meta CPCs
Key Takeaways:
- Our analysts noticed a 5% decrease in CPCs
- A significant drop of 14% came from the Home & Family Vertical
- The fashion & Beauty vertical saw the most significant jump of 19%.
Meta CTRs
Key Takeaways:
- Our observations revealed a 1% decrease in CTRs during this time
- A 20% increase in CTRs came from the Food & Beverage vertical
- The largest drop in CTRs of 15% came from the Fashion & Beauty vertical.
End August 2025 (16th -30th)
Meta CPMs
Key Takeaways:
- At the close of August, we observed a 7% reduction in CPMs
- The Sports & Supplements vertical saw the largest decrease of 12%
- A big jump of 49% came from the Health & Wellness vertical.
Meta CPCs
Key Takeaways:
- Our analysts observed a 12% drop in CPCs.
- The biggest drop of 45% came from the International vertical
- An increase of 33% was seen in the Sports & Supplements vertical.
Meta CTRs
Key Takeaways:
- During this time period, there was a 5% increase in CTRs
- The Health & Wellness vertical experienced the most significant growth, with a 73% increase
- The Sports & Supplements vertical experienced the largest drop in CTRs, at 34%.
Mid September 2025 (1st -15th)
Meta CPMs
Key Takeaways:
- CPMs saw a 5% increase in early September
- A large decrease of 23% came from the Food & Beverage vertical
- The only increase of 13% was observed in the International vertical.
Meta CPCs
Key Takeaways:
- CPCs increased by 4% during this time period
- Health & Wellness saw the largest drop in CPCs, at -13%
- While the Home & Family vertical saw a 6% increase during this time.
Meta CTRs
Key Takeaways:
- CTRs remained stable during the first half of September
- The biggest increase of 14% came from the International vertical
- The Food & Beverage sector experienced the most significant decline, with a 22% drop.
Here’s what Senior Analyst, Matthew Whitaker, had to say about these changes and what to watch for moving forward.
“With Black Friday, Cyber Monday, and the holiday shopping season approaching rapidly, the pre-holiday period in October is the perfect time to check in with clients about their Q4 plans and start planning your content and creative accordingly.”
End-September 2025 (16th-30th)
Meta CPMs
Key Takeaways:
- We noticed a 3% increase in CPMs during the second half of September.
- The Sports & Supplements sector experienced the most substantial decline, with a 15% decrease.
- The Health & Wellness vertical experienced the largest increase, at 21%.
Mets CPCs
Key Takeaways:
- CPCs held steady throughout this period.
- The Health & Wellness sector experienced a significant decline of 17%.
- Whereas the Sports & Supplements vertical saw the highest jump, with an increase of 42%.
Meta CTRs
Key Takeaways:
- GeistM growth analysts observed a 4% increase in CTRs by the end of September.
- The Health & Wellness sector saw the most substantial growth, with an increase of 46%.
- The Sports & Supplements category experienced the most significant decline, with a 39% drop.
Here’s what Senior Analyst, Matthew Whitaker, had to say about these changes and what to watch for moving forward.
“With Black Friday and Cyber Monday just around the corner, the holiday shopping season is officially underway. Now is the time to start planning content and creative strategies. When engaging with clients, make sure to clarify timelines and budgets, provide a clear campaign layout, and establish a shared understanding of responsibilities to ensure campaigns run smoothly.”
How GeistM can help
As the digital landscape continues to shift heading into the final months of the year, there’s no better time to partner with a team that truly understands the nuances of platforms like Meta and beyond. At GeistM, we don’t just monitor industry trends; we turn them into actionable strategies that fuel real results. With real-time insights and data-driven execution, we ensure your campaigns stay agile, effective, and a step ahead of the curve.
Ready to turn shifting trends into strategic wins? Contact GeistM today and let’s build what’s next, together.
