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Facebook Ads Cost Per Purchase Benchmarks for Wellness & Holistic Health in Philippines

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Cost Per Purchase for Wellness & Holistic Health 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, Wellness & Holistic Health campaigns in the Philippines ran below the global market on cost per purchase throughout the period.
  • Average cost per purchase in the Philippines was 39.30, about 20% lower than the global baseline average of 49.24 for the same months.
  • Seasonality was pronounced: a December dip (31.93) was followed by a January spike (51.61), then a return to the high 30s/low 40s—consistent with holiday and post-holiday dynamics observed broadly in Facebook Ads benchmarks.
  • Volatility was higher in the Philippines (average month-to-month absolute change of 5.62; ~14% of the mean) versus the global baseline (2.24).

What this analysis covers

This analysis looks at cost per purchase trends for industry Wellness & Holistic Health and target country Philippines compared to the global trend. Figures represent monthly medians.

Philippines (selected data) overview

  • Average across Oct 2024–Aug 2025: 39.30
  • High: 51.61 in Jan 2025
  • Low: 31.93 in Dec 2024
  • Change from first to last month: +19.1% (34.07 in Oct 2024 to 40.59 in Aug 2025)
  • Volatility: average month-to-month absolute move of 5.62 (~14% of the mean)
  • Notable moves:
  • Dec → Jan: +61.6% (31.93 to 51.61), the sharpest jump in the series
  • Jan → Feb: −18.4% (51.61 to 42.13), partial normalization
  • Jun → Jul: +18.9% (35.27 to 41.94)
  • Seasonal pattern: costs eased into December, then surged in January; spring stabilized in the high 30s to low 40s; mid-year hovered near 40.

Global baseline comparison

  • Average across matching months: 49.24 (vs. 39.30 in the Philippines; ~20% lower locally)
  • High: 53.89 in Feb 2025
  • Low: 43.19 in Nov 2024
  • Change from first to last (Oct → Aug): −2.1%
  • Volatility: average month-to-month absolute move of 2.24 (lower than the Philippines)
  • Seasonal pattern: baseline shows a classic Q4/Q1 rise—November was soft, December jumped (+19.3% vs. November), with elevated levels persisting into Q1.

Relative positioning vs. global

  • The Philippines tracked below market in every month, from marginally below in January (~1% under baseline) to materially below in December (~38% under baseline).
  • Compared with the more gradual global curve, the Philippines showed higher short-term swings, especially around the Dec–Jan transition.
  • While the global trend eased slightly into summer, the Philippines rebounded from a June dip and held near the low 40s through July–August, still below average but broadly in line with overall seasonal contours.

Understanding cost per purchase benchmarks on Facebook Ads in industry Wellness & Holistic Health 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 Wellness & Holistic Health 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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