Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Nonprofit CPC in the Philippines sits dramatically below the global Facebook Ads benchmarks, with an exceptionally low cost profile interrupted by a single February surge. Across the twelve-month window, Philippine nonprofit CPC averaged roughly $0.019 per click versus a $1.14 global average — about 98% lower throughout. The series trends downward from December to November, with a brief October rebound and a pronounced trough in September. Volatility is concentrated in early Q1 due to one standout 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 Nonprofit in the Philippines compared to the global benchmark.
The period opens at $0.0198 CPC in December 2024 and closes at $0.0100 in November 2025, a near 50% decline end to end. The year’s high arrives in February at $0.0915 — more than six times January’s $0.0150 — before CPCs reset to $0.0106 in March. The low lands in September at $0.0069. Excluding the February anomaly, the market’s “typical” run rate averages about $0.0122, with most months clustered between $0.007 and $0.016.
Month-to-month moves averaged $0.0178, though this is skewed by February/March. Removing those two outsized steps, average monthly movement was closer to $0.0042 — roughly half a cent — indicating a generally gentle drift rather than persistent swings. Key beats: a soft January, a February spike, normalization in March–April, a modest lift in May ($0.0161), a Q3 slide to September’s low, a rebound in October ($0.0141), and an ease into November.
The pattern suggests softer midyear performance and a light Q4 re-acceleration that doesn’t fully hold into November. February stands apart from any seasonal signature, behaving more like a one-off cost surge than a sustained repositioning. Q2 averages near $0.012, Q3 dips toward $0.009, and early Q4 shows a brief recovery before easing again — a measured cadence compared with the global market’s typical Q4 escalation.
Against the global CPC trends, Philippine nonprofit ads remain far below market levels. The global series averages $1.141 and shows a steady profile with a notable Q4 lift: from $1.27 in December to $1.32 in November (+4%), with November spiking from October. By contrast, the Philippines declines from $0.0198 to $0.0100 (−49%).
On a relative basis, Philippine nonprofit CPCs ranged from about 0.65% of global levels at the widest gap (September) to 8% at the narrowest gap (February), and typically hovered around 1–2% of global CPCs. Volatility appears higher in the Philippines when measured against its tiny base; however, in dollar terms, the global benchmark’s average monthly change (~$0.049) is larger than the Philippines’ typical move (~$0.004 excluding the February dislocation).
Overall, these CPC trends for the Nonprofit industry in the Philippines highlight a uniquely low-cost market punctuated by a single Q1 spike, a Q3 trough, and a light October rebound — consistently well below global Facebook Ads benchmarks. Understanding Facebook Ads CPC benchmarks and country-specific ad costs for the Nonprofit sector in the Philippines helps marketers evaluate cost dynamics against the global pattern.
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 Nonprofit 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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