See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Across all industries in the Philippines, Facebook Ads cost per purchase ran materially below the global benchmark for most of the past year, but with big, attention‑grabbing swings. The market started at a rock-bottom level in November, surged in December, fell back in January, then spiked again in April and dramatically in August before easing into a firmer Q4. Volatility was the defining feature, with a fivefold spread between the low and the high and several abrupt month-to-month reversals.
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.
Cost per purchase in the Philippines averaged 34 across the period, versus 49 globally—about 31% lower on average. It opened at 12 in November 2024 and closed at 44 in October 2025, a steep climb of roughly 268% from start to finish. The low point was November (12); the high was August (63), yielding a wide 51-point range.
Momentum came in bursts. After November’s floor, December jumped to 36 (+202% month over month). January slipped to 17 (−54%), then February and March steadied in the mid‑30s. April lifted to 52, nearly matching the global level for the only time in H1. A cooling stretch followed through May (31), June (28), and July (20). August delivered the year’s standout spike to 63 (+212% from July), followed by a September correction to 37 (−42%) and a firmer October at 44 (+21%).
Volatility in the Philippines averaged 17 points in absolute month-to-month moves—about 6–7 times more turbulent than the global benchmark, which shifted by only 2.6 points on average. That choppiness framed a market that was generally cheaper than global, but with intermittent price surges.
The year’s rhythm shows a soft Q4 entry, a December spike, and a January reset. Q1 then rebuilt progressively into March. Q2 turned mixed: a sharp April lift gave way to a May–June cool-down. Q3 was split—July marked the trough, while August posted the annual high before reverting in September. Early Q4 (October) landed on the higher side of the Philippine range, though still near global levels rather than above them for most of the year.
These patterns align with familiar cycles—tightness around holiday-related periods and pockets of mid‑year competition—while remaining notably more erratic than the steadier global line.
Relative to Facebook Ads benchmarks worldwide, the Philippines tracked below market in most months: −72% in November, −27% in December, −69% in January, and between −25% and −41% through much of H1. April was essentially at parity. The market dipped further below global in July (−57%), then rose above it in August (+26%) and again slightly in October (+2%). On average, the Philippines remained about 31% cheaper than the global cost per purchase, with a choppier profile: the global series ranged narrowly from 43 to 54 (averaging 49), while the Philippines swung from 12 to 63 (averaging 34).
Facebook Ads benchmarks for cost per purchase in all industries in the Philippines show a market that is generally cheaper than global norms but far more volatile, with standout spikes in December, April, and August. For practitioners tracking country-specific ad costs, this adds context alongside CPC trends, CPM analysis, and CTR performance, grounding industry ad performance in a clear comparison to the global benchmark.
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.
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.
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.
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.
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.
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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