Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Across a broad sample, ad economics remained measurable and interpretable — but the Philippines tells a jagged, high-amplitude story. 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 available in the Philippines compared to the global benchmark.
Cost per lead (CPL) in the Philippines was extremely variable over the 12-month window from July 2025 to June 2026. The series began at $190.79 in July 2025 and finished at just $0.29 in June 2026. The monthly median for the Philippines averaged roughly $84 per lead, with values ranging from a low of $0.29 (June 2026) to a peak of $353.53 (May 2026). Other large peaks occurred in July and September 2025 at about $191 each, while very low months included August 2025 ($8.48) and April 2026 ($3.47).
Volatility is pronounced: the standard deviation of the Philippines series is about $103, versus roughly $4.2 for the global baseline over the same months — roughly 24 times more volatile. Single-month moves included a fall of about 95% from July to August 2025, then a more than twentyfold rebound into September 2025. The May 2026 spike to ~$354 stands out as the year’s single high point, immediately followed by a collapse to under $1 in June.
The Philippines data shows no smooth seasonal rhythm; instead, it’s a sequence of spikes and troughs. Typical seasonal signals visible in the global baseline — a modest Q4 flattening and a Q1 rise — are overwhelmed in the Philippines by acute month-to-month swings. Strong months (July and September 2025; May 2026) alternate with very soft months (August 2025; April and June 2026), producing an irregular pulse rather than a steady seasonal pattern. The global baseline, by contrast, exhibits a quieter cadence with a small peak in early 2026 and a gradual decline into late spring.
Compared with the global benchmark, the Philippines’ CPL profile is both higher on average and far less stable. The global median across the same months sits near $46 per lead, while the Philippines averaged about $84 — roughly 80–90% higher. At its narrowest, the gap still showed meaningful divergence; at its widest, the Philippines exceeded the baseline by several hundred dollars (May 2026). Conversely, there were months when the Philippines’ median CPL fell well below global levels (June 2026 and April 2026), demonstrating a pattern of extreme swings rather than consistent outperformance or underperformance.
This data-driven snapshot of cost per lead trends for All industries available in the Philippines underscores a high-volatility market contrasted with steadier global CPL benchmarks. Understanding Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, country-specific ad costs, and industry ad performance within this context helps frame how the Philippines compares to global patterns.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Philippines, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
Analyze Facebook ad performance
See which ads, audiences, and creatives drive results.
Spot creative patterns that affect ROAS.
Create reports without spreadsheets.
The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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 may rise around Chinese New Year, Eid, and Independence Day for food, gifts, and travel. Retail campaigns face more competition and higher CPMs in late November–December. Long weekends may reduce weekday ad inventory while increasing media consumption for weekend awareness campaigns.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
Compare cost benchmarks for Facebook advertising metrics.
Cost per click benchmarks across industries
Cost per thousand impressions across markets
Click-through rate benchmarks for Facebook Ads
Cost per lead benchmarks across markets
Cost per purchase benchmarks across industries
App install cost benchmarks