What to Expect from Your Meta Ad Campaigns This Holiday Season
Working with a Meta ads agency during the holidays gives your brand an edge during one of the busiest times of the year. The season is the most competitive period for advertisers, especially in e-commerce and B2C (Business-to-Consumer). Every brand is fighting for visibility and conversions. Below, we’ll look at key trends to watch, frequent challenges that impact performance, and strategies you can use to protect ROI (Return on Investment). Eyeful is here to guide you through peak ad competition and maximize results when it’s most important.
Day-by-Day Performance Will Mirror 2024
Holiday ad campaigns in 2025 will follow a very similar pattern to what we saw in 2024. Black Friday falls late in November and Cyber Monday lands on December 1st, so shoppers will be slower to start spending this year. Don’t panic if performance looks soft in early to mid-November; the real push happens closer to November 20th and into December.
Last year, December heavily outpaced November for online sales, with sales up 24% year-over-year and the first week of December alone growing by 20.7%. In fact, 40% of Cyber Five online spending carried over into December rather than November. Expect your day-to-day performance to follow this same cadence again.
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Most brands see the best results when they begin brand awareness ads in September or October. This early push builds awareness and gives time for testing before peak shopping weeks. By November, retargeting those warmed-up audiences usually leads to stronger conversions at a lower cost.
Expect CPM Increases Across Campaigns
During the holiday season, ad space on Meta becomes crowded. Brands across e-commerce and B2C are increasing their budgets, which drives up the cost of reaching users. As a result, CPMs (Cost per thousand impressions) often rise anywhere from 20% to 80% or more during this time.
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When CPMs go up, expect a chain reaction. Higher delivery costs often lead to higher CPCs (Cost Per Click) and CPAs (Cost Per Acquisition). Keep an eye on your CPMS early because they’re typically the first sign that your down-funnel metrics will shift. Tracking these changes closely lets you adjust budgets and bidding strategies before costs climb further.
Boost to Video Campaigns, Especially Reels and Stories
Video placements continue to be a bright spot for holiday ad campaigns. Meta is giving priority to Reels and Stories, which means these formats often see less impact from rising CPMs. For advertisers, this makes video a great way to stretch the budget while keeping reach high.
Running video campaigns in the weeks leading up to peak shopping keeps your brand top of mind. These ads cultivate awareness, showcase products in action, and create audiences you can later target once shoppers are ready to buy. Starting with video sets you up for stronger conversions when the season hits full speed.
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Expanded Delivery of Advantage+ Campaigns
Meta often widens campaign delivery during the holidays. While this keeps CPMs from spiking even higher, it doesn’t always mean better results. When delivery expands, ads might reach people outside of your core, high-engagement audience. That lowers your return on ad spend because impressions are spread across a broader group of shoppers who won’t be as likely to convert.
To maximize Advantage+ campaigns, leverage first-party data and retargeting. Audiences built from customer lists, site visitors, or past buyers are typically more dependable. Combining those with Advantage+ keeps quality high, even when Meta adjusts delivery to meet budget and pacing goals.
Eyeful’s Expert Insight
“When CPMs surge during the holidays, it often causes a ripple effect on other metrics like CPC and CPA. Keeping the targeting and tCPA tight will help to maintain conversion efficiency.”
How to Set Your Campaigns Up for Success
To get the most from your holiday ad campaigns, begin generating awareness prior to the busiest shopping days. Video is a cost-effective way to introduce your brand early, so when customers are ready to purchase, you’re already on their radar.
First-party data should also play a vital role. Audiences created from customer lists, past buyers, and site visitors let you retarget people who are already familiar with your brand. This creates a stronger funnel for your core offers.
Finally, track week-over-week performance and compare it to 2024 results. Using last year’s cadence as a benchmark will give you a clearer view of what to expect this season.
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The most effective holiday promotions usually combine early awareness campaigns with time-sensitive offers like bundles, discounts, or free shipping. Building momentum before Black Friday and Cyber Monday keeps your brand top of mind, while limited-time deals in December create urgency and capture last-minute shoppers.
Partner with Eyeful for Paid Social Holiday Planning
Working with a Meta ads agency ensures your brand cuts through the noise this holiday season. At Eyeful, we specialize in paid social strategies that keep campaigns steady, even during peak competition.
Key Takeaways:
Holiday ad performance in 2025 will closely follow 2024’s pattern, with December far outweighing November.
Expect CPMs and other costs to rise as competition increases.
Video campaigns, especially Reels and Stories, remain cost-effective placements.
Expanded Advantage+ delivery might lower ROAs (Return on Assets), so first-party data is essential.
Early awareness and steady retargeting build stronger results.
Next Steps:
Review last year’s campaign performance to set benchmarks.
Launch video ads in early November to generate awareness.
Segment and upload first-party data for retargeting.
Monitor CPMs, CPCs, and CPAs weekly.
Connect with Eyeful to refine your strategy before peak dates.
Set your brand up for success this season and learn more about Eyeful’s social media marketing services.