Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Public Safety advertisers in the Philippines didn’t register enough country-level activity in this period to produce a standalone monthly CPC series, so the clearest signal comes from the global benchmark. That global view shows a year defined by mid-year softness, a sharp November spike, and a cooler December finish—an arc that aligns with familiar auction dynamics in Q4. Volatility was mostly contained until late in the year, with two standout moves in November and December shaping the overall narrative.
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 Safety in the Philippines compared to the global benchmark.
Across the period, global Facebook Ads cost per click for Public Safety averaged about $1.14. The series opened at $1.27 in December 2024 and closed at $1.12 in December 2025—an 11.6% decline year over year. The low point came in September 2025 at $1.07, while the peak arrived in November at $1.32. That creates a trough-to-peak spread of roughly $0.26 (about 24% off the low), underscoring a market that was stable for most months but capable of sharp late-year moves.
Early 2025 settled quickly after the holidays: January dropped to $1.13 (down $0.14 from December), and February through May held in a tight $1.13–$1.14 band. Costs eased into the summer—June ($1.08) and July ($1.08)—before nudging up in August ($1.10) and bottoming in September ($1.07). October rebounded to $1.11, then November surged to $1.32, the single largest month-over-month lift of the year (+$0.22 from October). December retraced nearly all of that move to $1.12 (−$0.20), still above the summer trough but below Q1 levels.
Month-to-month volatility averaged about $0.06, or roughly 5–6% of the period average. Most of the year moved in increments under two cents; the outliers were November’s spike and December’s reset.
The pattern mirrors typical Facebook Ads benchmarks: post-peak holiday cooling from December into January, steady engagement and pricing through late Q1 and Q2, a softer mid-year, and increased competition in Q4. In this cycle, the softest stretch ran June through September, with CPCs staying near $1.07–$1.10. The fourth quarter then intensified: a modest October lift, a pronounced November surge, and a December cooldown. Despite the November high, December 2025 ended about 12% below December 2024, indicating the year finished leaner on average CPC even after Q4 pressures.
Because country-specific ad costs for Public Safety in the Philippines were not available for this time frame, a direct comparison to the global CPC trend cannot be quantified. The global curve itself eased modestly over the period (−12%), spent most months in a narrow $1.08–$1.14 range, and then swung sharply in November before normalizing in December. Any Philippines view, once measurable, would be interpreted against that $1.14 global average, the $1.07–$1.32 range, and the mid-year softness with a Q4 spike that characterized industry ad performance worldwide.
Understanding Facebook Ads cost-per-click benchmarks for Public Safety in the Philippines—set against these global CPC trends—helps contextualize country-specific ad costs and compare performance to broader market 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. In the Public Safety 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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