Facebook Ads Cost Per Lead Benchmarks in Philippines

Introduction

The Philippines’ cost per lead story in 2025 is a tale of extremes: long stretches of ultra-low CPLs punctuated by sudden, dramatic spikes. Across all industries, the market finished the year far more volatile than the global benchmark and, on average, more expensive—yet most individual months actually sat below the world median. The result is a skewed profile driven by a handful of outsized peaks in February, March, July, and September.

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 story in the data

Starting at a modest 6.83 in January, CPL in the Philippines closed the year at 34.65 in December, a +408% rise from the starting point but still below the global December median (42.24). The annual average was 63.8—about 54% above the 41.5 global mean—yet the local median sat much lower at 27.5, highlighting a distribution skewed by a few very high months. The low point was May at just 0.84, while the high landed in July at 213.8. Other standout highs included February (191.5), March (112.4), and September (121.4).

Month-to-month swings averaged roughly 92 points in the Philippines, compared with only about 3 points globally—nearly 30 times more volatile. The pattern reads as whiplash: February’s surge from January (+185), a sharp comedown into April and May, a massive July spike (+205 from June), another reset in August, and a renewed lift in September before a steadier Q4 band between 22.6 and 34.7.

Seasonal and monthly dynamics

The quarterly rhythm underscores the contrasts:

• Q1 averaged 103.6, lifted by February–March spikes.
• Q2 fell to just 6.1, with April–May–June tracking as the softest stretch of the year.
• Q3 rebounded to 115.7, led by July’s peak and a strong September.
• Q4 settled at 29.9, offering relative stability compared with earlier swings.

In typical Facebook Ads benchmarks, competition often intensifies into Q4. Globally, the pattern followed that playbook with gradual firming into September–November. The Philippines diverged: the market’s sharpest moves concentrated in late Q1 and mid-Q3, while Q4 eased into a narrower, more predictable range.

Country vs. Global

Relative to the global benchmark, the Philippines averaged higher CPLs (63.8 vs. 41.5) but spent two-thirds of months below the world median. Four months cleared the benchmark decisively—February (+377%), March (+236%), July (+423%), and September (+151%). The widest underperformance came in May (−98% vs. global), while the smallest gap occurred in December (−18%), the closest the market came to parity. For context, the global year rose steadily by about +21% from January to December; the Philippines increased +408% from its unusually low January base, but via a much choppier path. Even the range tells the story: the Philippines spanned 0.84 to 213.8 (a ~213-point spread) versus the global 33.4 to 48.8 (~15-point spread).

While this read centers on cost per lead, many practitioners triangulate CPL against CPC trends, CPM analysis, and CTR performance to understand country-specific ad costs and industry ad performance in context.

Closing

Understanding Facebook Ads cost per lead benchmarks for all industries in the Philippines—set against the steadier global pattern—highlights a market defined by sharp surges and long troughs. This country-specific CPL view helps frame how industry ad performance in the Philippines compares to global Facebook Ads benchmarks across 2025.