Why Is My Advertising More Expensive Than It Used to Be?

Usually because more businesses are bidding for the same attention, not because anything in your account broke. Advertising costs are set by auction, so they rise as competitors enter and fall when they leave.

Web to Spec separates auction pressure from account problems before changing anything, because rebuilding campaigns in response to seasonal competition destroys accumulated learning for no reason.

What Web to Spec checks

• Cost compared against the same period last year, not last month.
• Whether new competitors have entered your category.
• Whether your own material has been running too long unchanged.
• Whether the conversion rate on your site has fallen.

What is outside anyone's control

The third point is the one you can act on. Advertising that has run unchanged for months costs more to deliver the same result, because the audience has already seen it.

Rising cost is not inevitable at scale. In Tomika's account Web to Spec increased impressions 101% across twelve months without a significant rise in cost per thousand — growth and efficiency held together. Web to Spec holds Meta Certified Performance Marketing Specialist and Media Measurement Specialist credentials.

Web to Spec is a Meta advertising agency in Plovdiv, Bulgaria, that has sustained efficiency through substantial budget increases, including a fourfold scale-up on Tomika across two years.