During Diwali, big sale events and wedding season, many brands advertise at once. Ad costs (CPMs) usually rise. Planning ahead protects your results.
A festive ad timeline
| When | What to do |
|---|---|
| 6–8 weeks before | Test creatives and offers while costs are lower |
| 3–5 weeks before | Build audiences: video viewers, engagers, website visitors |
| Peak weeks | Spend more on proven ads and retargeting |
| After the festival | Reduce spend; retarget for follow-up offers |
Set budget expectations
- Expect higher CPMs and possibly higher cost per result at peak.
- Higher buying intent can still make it profitable.
- Keep a reserve budget for winners.
Plan totals with our ad budget calculator and dates with our festival marketing calendar.
Increase budgets gradually
Sudden, very large increases can make results unstable. Raise budgets in steps over several days before the peak.
Use your own audiences
Retargeting past visitors and customers is usually cheaper than cold audiences during peak weeks. Combine with WhatsApp and email.
Read Diwali marketing ideas.
Want the full picture? This article is part of Meta ads: the complete guide, our in-depth guide with everything in one place.
