Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Construction advertisers in the Philippines did not register a measurable sample in this window, so the clearest read comes from the global Construction benchmark for Facebook Ads cost-per-click (CPC). The global signal shows a gentle easing through mid‑year, a sharp November surge, and a partial reset into December — a rhythm consistent with seasonal competition patterns. Volatility stayed modest for most months, punctuated by a single, outsized Q4 spike.
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 Construction in the Philippines compared to the global benchmark.
Across December 2024 to December 2025, global Construction CPC averaged $1.14. It started elevated at $1.27 in December 2024 and ended lower at $1.12 in December 2025, an 11.6% decline over the 13‑month span.
Highs and lows were well-defined. The year’s trough arrived in September 2025 at $1.07, while the peak hit $1.32 in November — a 24% swing from low to high. Eight of the 13 months sat below the period average, underscoring persistent mid‑year softness.
Month to month, typical movement was restrained: the average absolute change was about $0.06 (roughly 5% of the average CPC). Most months hovered within a one‑ to two‑cent drift, with three notable moves:
Quarterly contours emphasize the same arc. Q1 2025 averaged ~$1.14, Q2 eased to ~$1.12, Q3 marked the softest stretch at ~$1.08, and Q4 rebounded to ~$1.18 on the back of November’s premium.
Seasonality is evident. Performance typically softens into mid‑year as auction pressure wanes, then tightens in Q4 when competition rises. The benchmark follows that pattern: a gradual slide from spring into a September low, followed by an assertive lift in November and a normalization in December. Early Q1 reads as a mild reset after the holiday period, with February–March stabilizing near the average.
For Construction in the Philippines, the dataset did not capture localized CPC time series during this period, so a direct country‑versus‑global gap cannot be quantified. As a directional proxy, the global pattern suggests country‑specific ad costs for Construction would likely have tracked near $1.08–$1.14 through Q3, rising into Q4 with a pronounced November premium before easing in December. Relative to this baseline, global CPC trends were broadly steady with one exceptional spike, and volatility otherwise remained contained.
In sum, Facebook Ads benchmarks for cost‑per‑click in the Construction category show mid‑year softness, a pronounced November lift, and an end‑of‑year reset around the long‑run mean. While the Philippines lacked a published sample in this window, these global CPC trends provide a clear reference point for understanding Construction industry ad performance and country‑specific ad costs relative to broader market patterns in the Philippines.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. In the Construction 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.
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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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.
CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
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