Facebook Ads Cost Per Purchase Benchmarks for Recreation and Travel in Philippines

Key takeaways

This analysis looks at cost per purchase trends for industry Recreation and Travel 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.

• The Philippines selection averaged 20.29 in cost per purchase across Apr–Jul 2025, with a high of 25.91 (Jul) and a low of 10.78 (Jun). From the first to last month, costs rose 7% (+1.74).
• Volatility in the Philippines was pronounced: a -55% drop from April to June followed by a +140% rebound into July. The average absolute month-to-month swing was 14.26, around 4.4x the global baseline’s 3.25.
• Relative to the global baseline (average 47.82 over Oct 2024–Sep 2025), the Philippines selection sat well below market—about 58% lower on average. In overlapping months it was 53% below in April, 77% below in June, and 44% below in July.
• The global baseline showed elevated costs in December–February (peak 53.89 in Feb) and a broad easing into summer, culminating in a sharp September dip to 32.29. The Philippines series echoed the mid-year easing with a June trough, but with a much steeper amplitude.

Selected data: Philippines, Recreation and Travel

• Average: 20.29
• High/low: 25.91 (Jul 2025) / 10.78 (Jun 2025); range 15.13
• Momentum: Apr → Jun: 24.17 to 10.78 (-55%). Jun → Jul: 10.78 to 25.91 (+140%).
• Net change: +7% from Apr to Jul.
• Volatility: Average absolute change 14.26 between observations, highlighting sharp month-to-month swings.

Notable movements:

• June dip to 10.78 marked the series low.
• July rebound to 25.91 exceeded April by 7%, signaling a quick return above the Q2 lull.

Global baseline context

• Average: 47.82 across Oct 2024–Sep 2025.
• High/low: 53.89 (Feb 2025) / 32.29 (Sep 2025); range 21.60.
• Net change: -31% from Oct 2024 (46.67) to Sep 2025 (32.29).
• Volatility: Average absolute month-to-month move 3.25, with a notable August → September drop of 13.40 (-29% vs Aug).

Seasonality signals:

• Elevated costs around Q4–Q1 holiday and early-year period (Dec–Feb).
• Gradual easing from spring into late summer, with a pronounced late-Q3 pullback.

Philippines vs. global benchmark

• Overall level: Philippines is below market. Average gap of ~58% under the global baseline.
• Month alignment (same months):
• April: 24.17 vs 51.57 (−53% vs baseline)
• June: 10.78 vs 46.96 (−77%)
• July: 25.91 vs 46.21 (−44%)
• Pattern: Both series soften mid-year, but the Philippines shows a deeper June trough and sharper July recovery, indicating higher short-term variability than the broader market.

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