See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
All industries in the Philippines posted one of the choppier Facebook Ads cost-per-lead (CPL) profiles in our dataset: headline spikes punctuated by months of ultra-low CPL, oscillating far more than the global benchmark. The year opened with an outsized November 2024 surge, then swung into a prolonged trough before rebounding sharply in mid-year and easing again into late 2025. Across the full window, the Philippines’ median monthly CPL averaged 74.5, well above the 39.8 global average, but that premium was driven by a handful of very expensive months rather than steady elevation.
This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for all industries in the Philippines compared to the global benchmark.
The series starts exceptionally high at 280.65 in November 2024, collapses to 2.87 in December, and ends at 2.11 in November 2025 — a net decline of roughly 99% year over year. The period high lands in November 2024 (280.65), with the low in May 2025 (0.83). In between, the Philippines alternates between costly spikes and soft months: February 2025 (191.52) and March (112.36) mark an early-year lift; July (186.02) and September (121.41) form a second peak. Softer interludes cluster in April–June (8.69, 0.83, 8.64) and again in August (11.20) and November 2025 (2.11). October 2025 (35.51) is a rare mid-range month.
Volatility stood out: the average absolute month-to-month swing in the Philippines was about 104 points, versus just 4.2 points globally — roughly 25 times more turbulent. Despite posting lower CPL than the global level in 8 of 13 months, the Philippines’ average still finished higher due to a few extreme peaks.
Seasonality showed a sawtooth pattern rather than a smooth arc:
Globally, CPL moved more predictably: a gradual rise from late 2024 into a September 2025 peak (47.62), then a pullback into October and a sharper dip in November 2025 (28.58), the global low of the period.
Relative to the global benchmark, the Philippines alternated between well above market and deeply below average. At its widest gap, November 2024 was about 6.8x the global level (+576%). At its deepest discount, May 2025 was roughly 98% below global CPL. The narrowest gap came in October 2025, when the Philippines trailed the benchmark by only 21% (35.51 vs. 45.08). Across the year, the global trend rose steadily into September (+15% from November 2024) before easing, while the Philippines was markedly more volatile and ultimately finished far lower than it began.
In sum, Facebook Ads benchmarks for cost per lead in all industries in the Philippines were defined by extreme month-to-month swings — high-cost spikes in November 2024, February, March, July, and September, offset by deep troughs in Q2 and late 2025. This CPL analysis highlights country-specific ad costs and industry ad performance in the Philippines versus the global pattern, helping teams interpret CPL trends alongside broader Facebook Ads benchmarks.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.
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.
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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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.
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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
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.
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.
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.
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.
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.
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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