Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Public Administration in the Philippines has limited in-country observations for Facebook Ads cost-per-click (CPC) in the current window, so the clearest story comes from the global benchmark. Globally, CPC held near the $1.11 mark for most of 2025, lifted sharply in November, and then reset hard into December and January—classic year-end auction pressure followed by a new-year cooldown. Volatility was modest through midyear and concentrated in late Q4, with November standing out as the cost peak.
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 Public Administration in the Philippines compared to the global benchmark.
Across the benchmark, CPC started 2025 at $1.12 in January and ended at $0.85 in January 2026, a 25% decrease across the 13-month span. The period averaged $1.11, with a high of $1.32 in November 2025 and a low of $0.85 in January 2026.
The path was orderly until late Q4. From January through May, CPC edged up from $1.12 to $1.15, then eased into September, bottoming near $1.09. October nudged higher to $1.12, and November spiked to $1.32—about 17% above October and roughly 19% above the period average. December fell sharply to $1.05 (down 20% from November), with another step down to $0.85 in January 2026 (−20% month over month).
Month-to-month volatility averaged $0.07 (about 6% of the mean CPC). Most of 2025 moved in tiny increments—typically one to three cents—before Q4 delivered outsized swings: +$0.19 in November, then −$0.26 in December and −$0.21 into January.
Seasonality in the benchmark followed familiar CPC trends. The first three quarters were steady, with small fluctuations around the $1.10 line. Q4 brought intensified competition and higher auction density, culminating in a November peak, followed by a December pullback as campaigns cooled and budgets cycled. The early Q1 reset was especially visible in January 2026, where CPC landed at the period’s low. This cadence aligns with common Facebook Ads benchmarks: a gentle midyear rhythm, a pronounced late-year surge, and a new-year softening before normalization.
Because no monthly CPC values were captured for Public Administration in the Philippines during this window, a direct gap-to-global calculation isn’t available. As a directional frame, the global series suggests a typical range between roughly $0.85 and $1.32, averaging near $1.11, with late Q4 showing the sharpest divergence from the mean. The global trend rose modestly through most of 2025, then became markedly more volatile in November and retraced into January 2026. Without local readings, the Philippines’ relative level (above market, below average, or more volatile) can’t be quantified in this period, but the benchmark provides a clear reference for country-specific ad costs and industry ad performance.
Understanding Facebook Ads benchmarks for cost-per-click in Public Administration helps contextualize country-specific ad costs in the Philippines against global CPC trends. While local readings were unavailable for this period, the benchmark’s clear Q4 spike and early-Q1 reset offer a useful frame for interpreting CPC dynamics relative to broader industry ad performance and CTR performance patterns worldwide.
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 Public Administration 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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