Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Education advertisers in the Philippines ran on remarkably low Facebook Ads CPCs through 2025, consistently below the global benchmark and moving through a pronounced mid‑year trough before a sharp Q4 climb. Costs started comparatively elevated in January, sank to their lowest point by July, and then surged into year‑end — a U‑shaped arc that contrasts with the steadier global rhythm. 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 Education in the Philippines compared to the global benchmark.
Across 2025, Education CPC in the Philippines averaged about $0.20, ranging from a low of $0.05 in July to a high of $0.36 in December. The year opened at $0.27 in January and closed at $0.36 in December, a 34% lift across the period. The steepest month-to-month declines occurred from May to June (−52%) and June to July (−53%), while the strongest rebounds came from September to October (+78%) and October to November (+62%). December held the high watermark at $0.36, edging November’s $0.35. A one‑off low appeared in December 2024 at $0.03, well under any 2025 level.
Volatility — measured as average absolute month-over-month change — landed near $0.05 for the Philippines Education CPC series. That’s slightly calmer in absolute dollar terms than the global benchmark’s $0.06, even though the relative swings felt larger because the base CPC is much lower locally.
The year traced a clear seasonal rhythm:
This cadence — mid‑year softness followed by a Q4 upswing — aligns with typical platform dynamics where competition and spend intensity often lift late in the year, pushing CPCs higher.
Against the global Facebook Ads benchmarks, Education CPCs in the Philippines stayed far below market throughout. The global average CPC in 2025 was about $1.12, versus $0.20 for Education in the Philippines — roughly 82% lower on average. The gap ranged widely over the year: the narrowest spread appeared in December (Philippines $0.36 vs. global $1.05, 66% lower), while July marked the widest (Philippines $0.05 vs. global $1.07, 96% lower). Globally, CPCs stayed relatively steady with a mild Q4 bump (Q4 average ~$1.15 vs. Q3 ~$1.08). By contrast, the Philippines showed a choppier path: a pronounced slide into mid‑year followed by a two‑month surge from September through November and a high plateau into December.
These Facebook Ads benchmarks show CPC trends for Education in the Philippines running well below global levels, with a mid‑year trough and a decisive Q4 climb. Understanding CPC performance for Education in the Philippines helps frame country-specific ad costs and industry ad performance versus the global benchmark.
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 Education industry, Facebook ad costs can be moderate, with higher costs for professional and specialized courses. 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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