Digital advertising, the main source of revenue for Facebook and Google, just finished one of its most difficult three-month stretches ever. The bright side for these firms: The ad market looks to have hit rock bottom in April, and since then, ad prices and ad spending have been creeping back up to pre-pandemic rates, say advertising executives. 

Ad costs per click on digital marketing platforms including Google, Facebook and Microsoft’s Bing have been rising roughly 1% every ten days since early April when prices hit a low due to the coronavirus, according to ad analytics firm WordStream’s review of its customer accounts. Facebook will likely show a stronger rebound than Google when the companies start to report financial results later this month, analysts say. That’s even considering a potential drag on Facebook sales from a boycott that advertisers announced in late June.