It depends on the context and the goals of your ad campaign. A higher CPM (cost per thousand impressions) means that you are paying more to have your ad shown 1,000 times to users.

• In some cases, a higher CPM may be justified if it means reaching a more valuable audience or if you have a higher conversion rate.
• A higher CPM may also be good if you’re running a branding campaign, and your goal is to increase brand awareness, rather than direct conversions.
• However, if your goal is to generate leads or sales at the lowest cost possible, a lower CPM may be more desirable as it will allow you to reach more users within your budget.

It’s important to note that CPM is just one metric to consider when evaluating the performance of your ad campaign. Other important metrics include the click-through rate (CTR), conversion rate, and return on ad spend (ROAS). By considering all these metrics together, you’ll get a more complete picture of the performance of your ad campaign and can make more informed decisions about how to optimize it.