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Facebook Ads Cost Per Purchase Benchmarks for Software Development in Philippines

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Cost Per Purchase for Software Development in Philippines

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, this analysis looks at cost-per-purchase trends for industry Software Development and target country Philippines compared to the global trend.
  • The Philippines series is above market: average cost per purchase of 67.20 versus the global baseline’s 49.59 (+35.6%).
  • Strong seasonality shows higher costs in late Q4 and January, followed by a sharp correction in February. A notable outlier occurs in July.
  • Volatility is high in the Philippines series (average absolute month-to-month swing ~48.6%) versus a steadier global pattern (~5.1%).
  • From the first to last observed month, the Philippines drops 87.9%, while the global baseline is nearly flat (-1.0%).

Performance in Software Development (Philippines)

  • Overall level: Average cost per purchase is 67.20 across 10 months (Oct 2024–Jul 2025).
  • Highs and lows:
  • Peak: 128.91 in January 2025.
  • Low: 6.94 in July 2025.
  • Range: 6.94 to 128.91 (an 18.6x spread).
  • Trend over time: From 57.38 in October 2024 to 6.94 in July 2025, a decline of 87.9%.
  • Volatility:
  • Large swings month-to-month, including +86.7% (Nov→Dec), +23.6% (Dec→Jan), -67.3% (Jan→Feb), +102.6% (Feb→Mar), and -90.0% (Jun→Jul).
  • Average absolute MoM change: ~48.6%.
  • Seasonal patterns:
  • Costs surge in December (104.32) and hit the period high in January (128.91), consistent with higher Q4/early Q1 pressure.
  • February correction (42.18), partial recovery in March (85.45), stabilization in May–June (~67.53–69.33), then an extreme dip in July (6.94).

How it compares to the global baseline

  • Relative positioning: The Philippines series sits above market on average (+35.6%).
  • Month-by-month comparison:
  • Above baseline in 8 of 10 months (Oct, Nov, Dec, Jan, Mar, Apr, May, Jun).
  • Below baseline in February (42.18 vs 53.89) and July (6.94 vs 46.21).
  • Baseline levels and seasonality:
  • Average: 49.59 (Oct 2024–Jul 2025).
  • High/low: 53.89 in February 2025; 43.19 in November 2024.
  • Baseline also rises into December–February (e.g., 51.53 in December, 52.31 in January), reflecting typical Q4/holiday and early Q1 pressure.
  • Baseline ends nearly unchanged: 46.67 in October 2024 to 46.21 in July 2025 (-1.0%).
  • Volatility vs. market:
  • Baseline shows modest month-to-month movements (avg absolute change ~5.1%), indicating the Philippines Software Development trend is far more volatile than the global pattern.

Notable spikes and dips

  • Spikes: December 2024 (+86.7% MoM) and January 2025 (+23.6% MoM) mark the strongest surge.
  • Dips: February 2025 (-67.3% MoM) and especially July 2025 (-90.0% MoM) stand out as sharp reversals.

Summary

Across October 2024 to July 2025, cost per purchase for Software Development in the Philippines trends above the global benchmark, with pronounced Q4–January inflation and markedly higher volatility than the market average. The series peaks in January and ends with an exceptional July dip, while the global baseline remains comparatively steady and near flat over the same horizon. Understanding cost-per-purchase benchmarks on Facebook Ads in industry Software Development 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 Software Development 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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