Why do Meta ad costs rise during Diwali and sale seasons?
Short answer
Meta ads are sold by auction. In festive seasons more advertisers bid for the same audience, so the price of each impression goes up.
Every time an ad can be shown, Meta runs an auction among advertisers targeting that person. When many brands push budgets at once, as they do around Diwali, big sale days and the wedding season, competition rises and so does the cost per impression.
The audience does not grow as fast as the money chasing it. So the same budget can buy noticeably less reach in October than in a quiet month.
Pomera avoids this by fixing the rate per 1,000 verified views before launch. See how the Meta ads auction works and why ad costs are unpredictable.