Facebook Ads Cost Per Purchase Benchmarks in Philippines

Introduction

Cost per Purchase in the Philippines ran well below the global benchmark but with far sharper swings. Across all industries, the Philippines averaged roughly $34 per purchase from December 2024 through November 2025, versus a $51 global median — about one-third lower overall. The year tells a choppy story: a deep January dip, a steady climb into April, a mid-year cool-down, an August spike to the annual high, and then a sharp November trough. Volatility was the defining trait.

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 story in the data

The period opened at $36.38 in December 2024 and closed at $12.90 in November 2025, a 65% decline end-to-end. The Philippines’ median Cost per Purchase (CPP) averaged $34.09 (median $34.23), ranging from a low of $12.90 in November to a high of $63.39 in August — a 4.9x spread. Month-to-month moves were large: January fell 54% from December, February roughly doubled, and April peaked at $51.51 before costs eased into July. The steepest lift came July to August, when CPP more than tripled (+206%), followed by a 46% pullback in September and a further 70% drop into November.

Volatility was pronounced. The average absolute monthly change in the Philippines was $17.72, nearly ten times the global benchmark’s $1.83. In contrast, global CPP stayed within a relatively tight $45–$55 band for most of the year.

Seasonal and monthly dynamics

Seasonality showed an inverted rhythm. After a soft January, CPP recovered through late Q1 and peaked in April — a period many industries see stabilizing conversion costs as Q1 matures. Mid-year softness emerged in May–July, then Q3 broke pattern with an August spike to the annual high before cooling again in September. Q4 was mixed: October stayed elevated versus early-year lows, but November marked the annual floor.

Globally, movement was steadier. Costs nudged higher through Q1, hovered in the low $50s across spring and summer, and then softened into November. The Philippines tracked some of that cadence (Q1 rebound, late-year easing) but with amplified amplitude.

Philippines vs. Global

Relative to Facebook Ads benchmarks worldwide, the Philippines ran consistently below market, averaging 33% under the global CPP. Month by month, the Philippines sat 30–45% below most of the year, with two notable exceptions: April came within 1% of parity, and August rose 22% above the global level. The widest gap appeared in November, when the Philippines was 72% below the global median.

Trend-wise, the global benchmark slipped 12% from December to November (51.50 to 45.42), while the Philippines fell 65% over the same span (36.38 to 12.90). The global curve was steady; the Philippines was materially more volatile, with abrupt lifts and drops shaping country-specific ad costs and overall industry ad performance.

Closing

Understanding Facebook Ads Cost per Purchase benchmarks for all industries in the Philippines — and how they compare to the global baseline — highlights a market with structurally lower CPP but significantly higher month-to-month variability. These CPP trends provide a clear read on country-specific ad costs and CTR/CPM/CPP performance patterns relative to worldwide Facebook Ads benchmarks.