What’s Happening with Google CPMs?

Google is among the most mature digital advertising platforms in the space, which can lead to more predictable and stable CPMs. However, with previous changes in iOS tracking and upcoming cookie deprecation, advertisers are becoming more wary and cautious of analytics and measurement.

To help shed light on industry-wide trends, we have partnered with Varos to dig into and analyze advertising data across industries and verticals. Our goal is to help advertisers understand whether the price increases they're seeing are specific to their account, or a result of industry-wide trends.

MONTHLY CPM TRENDS 

Data as of October 2, 2024; Includes advertisers spending at least $1K+/month; Source: Varos

Similar to TikTok, CPMs are up 3% YTD, however that was driven largely by the first half of the year. Q3 saw a slight decline in CPMs YoY, likely driven by declines in YouTube CPMs. Given the small increases in YTD CPMs, it’s likely that the holiday season won’t be as hard hit with rising CPMs as other channels (e.g. Meta / TikTok) will be.

If you're interested in chatting about Google ad performance or channel diversification, reach out to us. We'd love to discuss your growth strategy, no strings attached.

‍Varos offers real-time benchmarks for digital marketing and revenue metrics (CAC, retention, CPM, CTR, Conversion Rate, etc.) compared to similar companies. We're a data co-op that has 6,000+ companies sharing data with us ($4bn annual ad spend tracked).