Beauty & Skincare Google Search Cost Per Mille (CPM) Benchmark

Cost Per Mille (CPM) measures the cost of 1,000 impressions. It reflects the supply and demand for advertising space within your target audience. High CPMs can indicate a highly competitive market or a very strict targeting set.

• Expand Audience Targeting: Give the algorithm more room to find cheaper impressions by widening your age, location, or interest filters.
• Improve Engagement Rates: High-engagement ads are prioritized by algorithms, effectively unlocking 'premium' inventory at a more efficient rate.
• Dayparting: Analyze your data to see if specific times of day or days of the week offer lower CPMs, though be careful not to limit volume too much.

Seasonal fluctuations heavily impact CPM. Q4 always sees a spike due to holiday shopping. In 2025, we are arguably seeing 'always-on' competition, making creative quality the main differentiator.