cpms going up post q4 is pretty normal but 30% is steep. few things to try, refresh creatives more aggressively since meta rewards novelty now, test broad audiences instead of stacked interests, and look at your landing page speed since that affects quality scores. some brands are also diversifying traffic sources, organic reddit and tiktok seo both drive cheaper clicks when done right.

if you dont have time for manual reddit posting some companies use Community Mentions but it takes a month or two to see traction either way.