Retargeting CPMs fall 29.1% on AdRoll while B2B ABM CPMs rise 4.4%
TLDR
AdRoll advertisers saw retargeting CPMs fall 29.1% while B2B account-based marketing CPMs rose 4.4%, as display costs dip ahead of the holiday season.
Retargeting CPMs fell 29.1% and B2B ABM CPMs rose 4.4% for advertisers on AdRoll, as PPC Land reports. The piece asks whether the cheaper display reach will last while Meta costs climb toward Black Friday.
How we got here
- Oct 16Advertisers Who Refresh Creative Weekly See 23% Higher ROI Ahead of Black Friday
Advertisers who updated creative assets weekly during pre-holiday periods achieved 23% higher ROI than those refreshing less frequently.
- Oct 15UK Black Friday search volume has dropped 36% since 2019, with deal-term queries down 40% and retailer sale searches down 68%
Black Friday search demand in the UK has declined significantly since 2019, suggesting the shopping event's market relevance may be shifting.
- Oct 15Optmyzr study: seasonality adjustments backfire on Black Friday, cutting ROAS by 15% while raising CPCs 34%
Optmyzr's analysis of 5,886 Google Ads accounts over three years found that seasonality adjustments consistently backfire during Black Friday, raising CPCs while cutting ROAS compared to letting Smart Bidding manage the period unsupervised.
- Sep 14Facebook ad costs fall 14% while engagement improves across most industries in 2026
Facebook ad CPCs dropped 14% year-over-year in 2026 while click-through rates and lead performance improved, according to new WordStream benchmark data.