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Paid AdsBenchmark2026-01
January Opportunity: CPMs Dropped 40–60% While Many Brands Paused — Remaining Spenders Saw 50–95% ROAS Lift
Needle / DTC industry report
Results
40–60%
Cpm drop
30–40%
Brands that paused
50–95%
Roas lift for active brands
Key tactics
- Avoid the post-holiday pause that most competitors take
- Maintain or increase spend when CPMs are seasonally low
- Use the same creative and structure that worked in December
Summary
January 2026 data showed 30–40% of DTC brands completely paused paid ads for 1–3 weeks. CPMs fell sharply as a result. Brands that kept spending through the window frequently saw 50–95% higher ROAS on the same creative and budgets.
Validate this tactic
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