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 clearest story in the data is a steady, mid-year plateau in global Facebook Ads CPCs, punctuated by a sharp Q4 spike and a rapid reset into January. Across the global benchmark, Public Safety CPCs clustered tightly around $1.11 for most of 2025, escalated to a seasonal high in November, then fell decisively through December and into January 2026. While country-level series for the Philippines is not recorded in this window, the global pattern offers a directional yardstick for country-specific ad costs in Public Safety.
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.
Global CPC trends opened 2025 at $1.12 in January and closed the year at $1.05 in December, before compressing to $0.85 in January 2026. The annual 2025 average landed at $1.13, with the full 13-month period averaging $1.11. The high point arrived in November 2025 at $1.32, while the low was January 2026 at $0.85—a 36% swing from peak to trough.
The mid-year stretch was remarkably consistent: April through October stayed within a narrow $1.09–$1.15 band. Month-to-month movement across the first nine changes averaged just $0.02, signaling muted volatility. That calm gave way to outsized swings in Q4 and early Q1: +$0.19 from October to November, then −$0.26 into December, followed by another −$0.21 into January 2026. From January 2025 to January 2026, CPCs fell 25%, underscoring the reset after the holiday peak.
The seasonal rhythm follows familiar Facebook Ads benchmarks: Q1 tends to find lower costs, spring stabilizes, and Q4 competition lifts CPCs. In this series, Q1 2025 averaged $1.13, Q2 held near $1.13, and Q3 softened slightly to $1.11. Q4 rose to an average of $1.16, driven almost entirely by November’s surge to $1.32. December then cooled to $1.05, and January 2026 continued the retracement to $0.85.
The pattern shows two distinct regimes. For most of 2025, CPC trends edged up or down by only a cent or two each month. Then, as auction pressure intensified in November, costs spiked by 17% versus October before dropping 20% in December and a further 20% into January 2026. Volatility over the full period averaged $0.07 per month, but the Q4-to-Q1 sequence was 10x noisier than the rest of the year.
Because the Public Safety series for the Philippines is not available in this timeframe, a month-by-month gap versus the global benchmark cannot be quantified. The global baseline nonetheless frames the comparative context: a calm, sub-$1.15 cadence for most months, a November peak around $1.32, and a steep pullback to $0.85 by January 2026. Any assessment of Philippines-specific industry ad performance should be read against that backdrop of tight mid-year clustering and pronounced year-end seasonality.
Understanding Facebook Ads benchmarks for CPC in Public Safety provides a clear reference for country-specific ad costs, even when local series are sparse. For the Philippines, the global baseline points to a year defined by stable mid-year CPCs, a sharp November peak, and a strong reset into January. This CPC analysis helps situate Public Safety industry ad performance in the Philippines within broader global trends and seasonal dynamics.
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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