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Special fonts increase Meta ads CPM?
Posted by on February 23, 2026 at 9:24 amHi guys,
I have a hypothesis but i dont know whether this is true, can someone enlighten me🙏
My boss says using special fonts at primary text, headline or description will catch the attention of the audience but i'm scared that special fonts increase the campaign's CPM which will negatively affect the campaign performance. I search on google gemini, it says it will negatively affect the CPM but my boss doesnt trust gemini, does anyone have any experience on this issue?
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1 Reply
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!remind me 1 day
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CPM is the wrong metric to measure for Meta. Meta is an auction based platform that uses GEM (its core system), ad ranking, audience targeting & a few other signals to optimize ads on the platform. Since ultimately Meta wants ad engagement (a view, click, purchase) it optimizes for that. CPM is a consequence of that and can be counter intuitive.
– Let’s say you produced the best ad ever. 1 out of every 2 people served to engage (view, buy, whatever). Your CPM is going to be very high — because the auction system can deliver a better result it needs to get it in front of fewer but high signal value audiences.
– Let’s say you have the worst ad ever. Flashing bright green background with just the word BUY in a slightly darker green. Everyone scrolls past. You’ll have one of the lowest CPMs because the ad algo will serve it to more and more people — and in more and more places to try to get an engagement (before it quickly gives that ad a low rank and doesn’t want it in circulation).
It’s why metrics like CPM are useless as a yard stick (as is CTR). Don’t believe me? Put two ads in rotation — one baseline and add cute puppies or kittens to the second one. Use the same ad copy. Everyone loves fluffy kittens so your CTR & CPM will be higher.
So your boss is right about two things:
– Don’t trust Gemini (I just tested and it says ads with higher engagement have lower CPMs on Meta which isn’t _generally and always_ true); and
– Ads that catch the attention of targeted users are better than ads that don’t — regardless of the CPM you’re seeing.
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