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
Cost per lead for all industries in the Philippines moved in sharp, two-speed swings over the past year—alternating between ultra-low single digits and sudden triple-digit spikes—while the global benchmark stayed comparatively steady. The Philippines averaged 79.7 across the period, roughly double the 40.9 global average, yet seven of twelve months actually sat below global levels. A few outsized surges (November, February, July, September) pulled the yearly average up and defined the story: a choppy market with long troughs interrupted by abrupt cost surges. 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 period opened at a high: 280.65 in November 2024, then collapsed to 2.87 in December and 6.83 in January. A fresh surge arrived in February (191.52) and stayed elevated in March (112.36) before dropping back to single digits in April (8.69) and May (the low of 0.83). After a modest June (8.64), July spiked again to 186.02, August eased to 11.20, September rose to 121.41, and October settled at 25.36. From start to finish, the Philippines fell 91%, underscoring just how elevated November was.
Across the twelve months, the Philippines averaged 79.7, with a median of just 18.3—evidence of a skewed distribution. Five “high” months averaged 178.39, while the seven “low” months averaged 9.20. Volatility was extreme: the average absolute month-over-month move was 111 points, versus only 3.2 points globally. High-to-low for the Philippines spanned roughly 338x (280.65 to 0.83).
The rhythm was irregular but patterned: late Q4 peaked in November, then costs fell sharply in December–January. Q1 rose into February–March before softening in April–May. Q3 brought another wave pattern—July’s spike, August’s cooldown, then a September rebound—followed by a softer October. Globally, seasonality was subdued by comparison: a mild dip in March (33.35), a steady rise through late summer to a September peak (48.29), and a modest pullback in October (45.08).
Against Facebook Ads benchmarks worldwide, the Philippines swung between far above and well below average:
Overall, the global trend edged up about 9% from November to October, while the Philippines declined 91% over the same span—rising when the world was steady, and cooling when the world was warming. Despite underperforming in most months, the Philippines’ large spikes lifted the annual average to nearly 95% above global.
Understanding Facebook Ads cost per lead benchmarks for all industries in the Philippines—set against country-specific ad costs and the steadier global baseline—highlights a market defined by alternating troughs and surges. This CPL analysis helps quantify how Philippine ad performance diverged from global patterns across 2024–2025.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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:
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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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