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.”
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.
