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Facebook Ads Cost Per Lead Benchmarks for Marketing & Advertising in Philippines

See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type

Cost Per Lead for Marketing & Advertising in Philippines

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost per lead benchmarks: trend summary

This analysis looks at cost per lead trends for industry Marketing & Advertising and target country Philippines compared to the global trend. It is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • Relative level: In typical months, the Philippines sits well below market; the month-level median across the period is 16.47 versus a global median of about 32.86 (≈50% lower). One extreme outlier in October 2024 drives the average up.
  • Volatility: The selected series is highly volatile due to a single spike in October 2024 (4,662.01). Excluding October, the series is stable in a 10.64–22.03 band and inches up 2.6% from January to March 2025.
  • Seasonality: The global baseline shows a classic Q4 uplift (peaking in November, staying elevated in December). The local Philippines series lacks November–December points; the October spike appears anomalous relative to the baseline’s seasonal pattern.
  • Direction: From first to last observed month (Sep 2024 → Mar 2025), the Philippines declines by 50.5%, while the global baseline falls 37.3% from Sep 2024 to Sep 2025.

Selected time-series overview (Philippines, Marketing & Advertising)

  • Coverage: 2024-09, 2024-10, 2025-01, 2025-03.
  • Average: 1,176.40 (inflated by October). Median: 16.47.
  • High/low: High at 4,662.01 (2024-10); low at 10.64 (2025-01).
  • Month-to-month moves:
  • Sep → Oct: surge to 4,662.01 (an outlier).
  • Oct → Jan: sharp reset to 10.64 (≈−99.8%).
  • Jan → Mar: modest rise to 10.91 (+2.6%).
  • First-to-last change: −50.5% (22.03 → 10.91).

Global baseline overview

  • Coverage: 2024-09 to 2025-09.
  • Average: 35.80. Median (for overlapping months with PH): 32.86.
  • High/low: High at 41.58 (2024-11); low at 20.63 (2025-09).
  • Month-to-month volatility: average absolute move ≈ 4.5 points.
  • First-to-last change: −37.3% (32.88 → 20.63).
  • Seasonality: Costs climb in Q4 (Nov peak, Dec elevated) before easing in early 2025 and trending lower into late 2025.

Head-to-head comparison (overlapping months)

  • 2024-09: Philippines 22.03 vs global 32.88 (≈33% below market).
  • 2024-10: Philippines 4,662.01 vs global 31.12 (orders of magnitude above market; clear anomaly).
  • 2025-01: Philippines 10.64 vs global 35.54 (≈70% below market).
  • 2025-03: Philippines 10.91 vs global 32.84 (≈67% below market).
  • Typical positioning: Using medians, the Philippines is about 50% below the global benchmark. Excluding the October outlier, the Philippines’ average across observed months is 14.53 versus the global 33.10 (≈56% lower), indicating sustained below-market costs per lead.

Seasonality and volatility notes

  • The global pattern aligns with expected Q4 holiday pressure on costs.
  • The Philippines series lacks November–December points; the October spike does not mirror the global seasonal profile and stands out as an isolated event. Outside of that month, local costs are comparatively stable and consistently below the global level.

Understanding cost per lead benchmarks on Facebook Ads in industry Marketing & Advertising and Philippines helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Marketing & Advertising industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Philippines, advertisers should consider local market factors and user behavior. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.

Why we use median instead of average

We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.

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The data behind the benchmarks

All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

Philippines Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 29Chinese New Year
Apr 9Day of Valor
Apr 17Maundy Thursday
Apr 18Good Friday
Apr 19Black Saturday
May 1Labour Day
Jun 6Eid'l Adha
Jun 12Independence Day
Aug 21Ninoy Aquino Day
Aug 25National Heroes Day
Nov 1All Saints' Day
Nov 30Bonifacio Day
Dec 8Immaculate Conception
Dec 24Christmas Eve
Dec 25Christmas Day
Dec 30Rizal Day
Dec 31New Year's Eve

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas and Rizal Day), June–August (Independence Day and National Heroes Day), Chinese New Year (January) and Eid observances

Potential Advertising Impact

CPM and CPC might rise around Chinese New Year, Eid, and Independence Day for food, gifts, and travel categories. Late November–December retail campaigns see strong competition and elevated CPMs. Long weekend holidays could reduce weekday ad inventory while weekend awareness campaigns benefit from higher media consumption.

What is considered a good cost per lead on Facebook in 2025?

A good CPL usually ranges from $10 to $50, depending on your industry and target audience. B2C offers tend to be cheaper, while B2B or high-ticket services may see CPLs over $100.

Why is my CPL higher than industry averages?

Your CPL could be high due to weak creative, irrelevant targeting, or an offer that doesn't resonate. Low engagement or poor conversion rates on your landing page can also drive up costs.

Does campaign objective impact CPL?

Yes. Campaigns optimized for conversions or leads tend to generate cheaper and more qualified leads compared to traffic or engagement objectives. Facebook needs clear signals to find the right users.

How can I generate leads at a lower cost without hurting lead quality?

Focus on improving your offer, targeting the right audience, and using high-converting creative. Test native lead forms, but make sure you're still qualifying users properly.

Should I optimize for leads or conversions if my goal is pipeline growth?

If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.

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