Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Consumer Goods advertisers in the Philippines ran markedly cheaper Facebook Ads CPCs than the global market in 2025, but with sharper month-to-month swings. Costs started moderately in January, plunged to midyear lows, then surged into a Q4 peak before easing in December. The pattern mirrors common seasonality—soft midsummer, late-year lift—yet the amplitude in the Philippines was noticeably higher than the global baseline. 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.
Median cost per click in the Philippines averaged $0.29 across 2025, ranging from a low of $0.05 in June to a high of $0.64 in November—nearly a 13x swing. The year opened at $0.32 in January and closed at $0.17 in December, a 45% decline from start to finish. The steepest month-to-month moves came midyear: April to May lifted 74% ($0.24 to $0.42), then May to June collapsed 88% to the yearly low. After a brief stabilization in July ($0.05), CPCs rebounded into August ($0.19) and spiked in September to $0.57—a 202% jump from August—before peaking in November and resetting lower in December (-73% month over month).
On volatility, the Philippines saw average absolute monthly changes of $0.19—around three times the global benchmark’s $0.06—underscoring a choppier cost environment. Despite the turbulence, the full-year average remained low by international standards, with five months under $0.20 (March, June, July, August, December).
The rhythm followed a classic arc with sharper amplitudes: a softening through early Q2, a sudden drop into June, and a Q3 recovery culminating in a September surge. Q4 was the strongest quarter, averaging $0.41 on the back of October and November gains before the typical December pullback. This aligns with broader CPC trends in Facebook Ads benchmarks, where competition often intensifies in late Q4 and eases after peak shopping windows.
Quarterly cadence:
Against the global baseline (average $1.13), the Philippines’ Consumer Goods CPCs (average $0.29) ran roughly 74% below market for the year. The gap persisted each month, but its width varied: it was narrowest in September (48% below global) and widest in June (96% below). The global trend was steadier—down about 6% from January to December—while the Philippines posted larger swings and a deeper midyear trough. Both markets saw Q4 lift and a December reset, but the Philippines’ amplitude was more pronounced.
In relative terms:
Overall, Facebook Ads CPC benchmarks for Consumer Goods in the Philippines show a low-cost but more volatile market versus global CPC trends, with pronounced midyear dips and a strong Q4 peak. Understanding country-specific ad costs and industry ad performance helps marketers contextualize CPC dynamics and compare them to global patterns for Consumer Goods 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 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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