Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Consumer Goods advertisers in the Philippines operated at markedly lower cost levels than the global market, with sharp mid-year dips and a dramatic Q3–Q4 surge that then cooled into December. The year’s defining moment came in November with the highest CPC of the period, followed by a swift reset in December, underscoring a choppy but directional arc: a first‑half slide, a late‑summer lift, and a fall peak. Compared to the global Facebook Ads benchmarks, the Philippines showed much lower country-specific ad costs but far greater monthly swings.
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 Consumer Goods in the Philippines compared to the global benchmark.
CPC in the Philippines averaged $0.27 across Dec 2024–Dec 2025, well below the global average of about $1.14. The series opened at $0.35 in December 2024 and closed at $0.17 in December 2025, a 51% year-over-year decrease. The low arrived in June at just $0.04, while the high landed in November at $0.68. That sets a wide range of $0.63, highlighting the market’s amplitude.
Month-to-month movement was brisk: absolute changes averaged $0.16 per month, more than double the global benchmark’s $0.07. Notable inflection points included:
Quarterly averages capture the rhythm: Q2 was the softest at $0.15, Q3 rebounded to $0.27, and Q4 was the strongest at $0.42.
Seasonality split the year into three acts. Early-year CPC trends softened from January through March, with costs continuing to ebb into a Q2 low. Mid-year saw stabilization in July and a pronounced late‑Q3 lift culminating in a September spike. Q4 brought the most expensive stretch—October through November—followed by a December cool-off. This aligns with common auction pressure patterns: subdued costs around mid-year, intensifying competition into the holiday window, and a year-end reset.
Globally, seasonality was present but more muted: the global low clustered around late summer (September at $1.06), rising to a November high of $1.31 before easing to $1.10 in December. The Philippines mirrored the direction but with sharper amplitude and an earlier run-up beginning in late Q3.
Relative to the global benchmark, Consumer Goods CPCs in the Philippines ran 46% to 96% below market throughout the period, averaging roughly 76% lower. The gap was widest in June and July (−96% and −95% vs. global), narrowed materially in September (−46%) and November (−48%), and widened again in December (−84%). While the global series was steady overall (−14% from Dec 2024 to Dec 2025), the Philippines experienced a deeper end‑to‑end decline (−51%) and much greater month-to-month volatility.
At its narrowest spread, the Philippines approached half of global CPCs (September–November); at its widest, it tracked at just 4–5% of global levels (June–July). That combination of low baseline costs and large swings defined the year’s industry ad performance in the market.
Understanding Facebook Ads CPC benchmarks for Consumer Goods in the Philippines reveals low country-specific ad costs with pronounced late‑year peaks. This CPC trends summary helps situate Philippines performance against global patterns for clearer context on industry ad performance and benchmark alignment.
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 Consumer Goods 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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