See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Cost per lead in the Philippines told a two-speed story this year: long stretches of ultra-low CPL punctuated by a handful of extreme spikes. Across all industries, the Philippines began December 2024 at roughly 2.80 and ended December 2025 near 3.01—essentially flat year over year—yet the path between those endpoints swung from sub-1 levels to well over 200. Compared to the global benchmark, the Philippines spent most months below market, then surged sharply in February–March and again in July–September. Volatility was the defining feature.
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 narrative is clear: a calm opening in December–January gave way to a sharp Q1 lift (February and March), a dramatic Q2 comedown (April–June), a second wave in Q3 (July and September), and a soft Q4 (October–December). Despite the huge midyear surges, the year closed almost where it started.
This rhythm—twin peaks in Q1 and Q3 bracketing softer Q2 and Q4—contrasted with the more gradual seasonal lift seen globally through late Q3 and early Q4 before a December dip.
Overall, the global trend rose gently (+16% from Q1 to Q3) with modest swings, while the Philippines moved in sharp waves (twin surges, deep troughs) and far greater month-to-month variance.
Facebook Ads benchmarks for cost per lead in all industries in the Philippines show a year defined by extreme volatility: brief, outsized spikes in Q1 and Q3 amid generally low country-specific ad costs for the rest of the year. Understanding cost per lead trends for all industries in the Philippines, and how they diverge from the steadier global pattern, helps frame industry ad performance and CTR/CPM/ CPC context within broader CPM analysis and CTR performance narratives.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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