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Facebook Ads Cost Per Purchase Benchmarks for Media in Philippines

See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type

Cost Per Purchase for Media in Philippines

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: Media in Philippines vs global

This analysis looks at cost-per-purchase trends for industry Media and target country Philippines compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Main takeaways

  • The Philippines Media segment shows materially below-market costs: an average cost-per-purchase of 30.45 versus the global 12‑month baseline average of 47.82 (about 36% lower).
  • For the overlapping months (March and May 2025), the Philippines averages 41% below the global baseline (30.45 vs 51.79).
  • Within the selected data, costs fell sharply from March to May 2025 (−40.9%), indicating high short‑term volatility.
  • Against the same months, the global baseline eased only slightly (−3.1%), underscoring that the selected segment’s decline was significantly steeper than the market.
  • Seasonal pattern in the global data is clear: elevated costs in Q4 and early Q1 (peaking in February), gradual softening into summer, and a pronounced dip by September.

Snapshot: Media in the Philippines (selected data)

  • Coverage: March 2025 and May 2025.
  • Average cost-per-purchase: 30.45.
  • High/low: high in March at 38.27; low in May at 22.63.
  • Change from first to last month: −40.9%.
  • Volatility: single observed swing of −40.9% from March to May; range (15.64) equals ~51% of the mean, pointing to elevated variability.
  • Notable movement: a pronounced dip in May 2025 relative to March.

Global baseline overview (all industries/countries)

  • Period: October 2024 to September 2025.
  • Average cost-per-purchase: 47.82.
  • High/low: peak in February 2025 at 53.89; low in September 2025 at 32.29.
  • Change from first to last month: −30.8% (October 2024 to September 2025).
  • Month-to-month highlights:
  • December spikes vs November (+19.3%), with elevated levels continuing into January–February.
  • Gradual easing from March through August (changes mostly within single digits).
  • A sharp drop from August to September (−29.3%).
  • Seasonality: costs typically lift in Q4 and early Q1, then moderate mid‑year.

Head-to-head comparison: Philippines Media vs global

  • March 2025: 38.27 in the Philippines vs 52.61 globally (about 27% below market).
  • May 2025: 22.63 in the Philippines vs 50.97 globally (about 56% below market).
  • Two‑month average (matching months): 30.45 in the Philippines vs 51.79 globally (about 41% lower).
  • Short‑term trend: Philippines fell −40.9% from March to May; the global baseline decreased just −3.1% in the same window. This places the selected segment well below average and more volatile than the broader market during the observed period.

Seasonal context

  • The global pattern shows holiday and early‑year pressure on cost-per-purchase (December–February), then a mid‑year easing and a steep late‑Q3 decline.
  • The Philippines Media data points align with the easing phase, but the magnitude of May’s decline is notably deeper than the global move, keeping the segment below market on both months observed.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Media and Philippines helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Media industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Philippines Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 29Chinese New Year
Apr 9Day of Valor
Apr 17Maundy Thursday
Apr 18Good Friday
Apr 19Black Saturday
May 1Labour Day
Jun 6Eid'l Adha
Jun 12Independence Day
Aug 21Ninoy Aquino Day
Aug 25National Heroes Day
Nov 1All Saints' Day
Nov 30Bonifacio Day
Dec 8Immaculate Conception
Dec 24Christmas Eve
Dec 25Christmas Day
Dec 30Rizal Day
Dec 31New Year's Eve

Key Shopping Season

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

Potential Advertising Impact

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.

What's a healthy cost per purchase for ecommerce brands?

It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.

How does product price impact CPA benchmarks?

Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.

Why are my purchase costs going up despite stable ROAS?

Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.

Should I use manual bidding to control CPA more effectively?

Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.

How do I scale spend without letting CPA skyrocket?

Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.

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