Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
The headline in the data is clear: Facebook Ads CPC in the Philippines sat far below global benchmarks throughout 2025, with a pronounced mid‑year reset that established a new, lower cost regime for the rest of the year. While the global market moved within a relatively tight band and spiked in November, the Philippines saw CPCs collapse from Q2 into Q3, then stabilize at a low base. 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 all industries in the Philippines compared to the global benchmark.
Across all industries in the Philippines, CPC averaged $0.16 in 2025, ranging from a high of $0.30 in February to a low of $0.05 in July. The year opened at $0.27 in January and ended at $0.09 in December, a 67% decline from start to finish. The decisive movement came mid‑year: after holding between $0.24 and $0.30 from January through May, CPCs fell to $0.07 in June and hit the trough at $0.05 in July, an 84% peak‑to‑trough slide from February’s high.
From there, the market found a floor. August through December hovered between $0.07 and $0.10, with a mild lift into October–November ($0.09 to $0.10) before easing back to $0.09 in December. Month‑to‑month absolute changes averaged just $0.03, indicating modest dollar‑level volatility despite the large percentage swings associated with the mid‑year reset.
Globally, CPC averaged $1.13 for the year, starting at $1.12 in January and ending at $1.05 in December (down 6%). The global high arrived in November at $1.32, followed by a December cooldown. Month‑to‑month absolute changes averaged $0.06 globally, reflecting larger point moves than the Philippines, but smaller percentage swings.
Two regimes defined the Philippines in 2025:
The rhythm diverged from typical Q4 patterns. Globally, competition lifted CPC in November before a December reversion. In the Philippines, the November lift was visible but muted, capping near $0.10 and holding the market well below earlier‑year levels.
The Philippines’ CPC tracked at roughly 14% of the global level on average—about 86% below global CPCs for the year. The gap was narrowest in February, when the Philippines sat 73% below the global median, and widest in July at 96% below. While the global trend was relatively steady with a pronounced November spike (+17% month over month), the Philippines showed a sharper structural decline (−67% from January to December) and then a stable low‑cost base. In dollar terms, the Philippines exhibited smaller monthly point changes than the global market ($0.03 vs. $0.06), but percentage volatility was higher around the mid‑year reset.
In sum, Facebook Ads CPC trends for all industries in the Philippines in 2025 show a high‑to‑low transition: a stable first half above $0.20, a sharp Q3 reset to $0.05–$0.07, and a modest Q4 rebound to about $0.09–$0.10—consistently far below the $1.13 global average. Understanding Facebook Ads cost‑per‑click benchmarks for all industries in the Philippines helps quantify country‑specific ad costs and compare CPC trends to global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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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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.
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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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