Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
The headline in the data is a sharp late-year surge in global CPC followed by an even sharper reset. Across the global Facebook Ads benchmark, cost per click held a tight range for most of 2025 before spiking to a yearly high in November and then falling through December into January 2026. Real Estate in the Philippines does not have recorded monthly medians in this window, so the global series serves as the directional reference point for country-specific ad costs and industry ad performance.
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 Real Estate in the Philippines compared to the global benchmark.
Global CPC averaged about $1.11 across Jan 2025–Jan 2026. The period opened at roughly $1.12 in January 2025 and closed at about $0.85 in January 2026, a decline of around 25% from start to finish. The year’s high arrived in November 2025 at $1.32, while the low was January 2026 at $0.85.
For most of 2025, movement was modest. January through October sat in a narrow band of roughly $1.09–$1.15, with month-to-month changes averaging just two cents. The rhythm broke in Q4: CPC jumped 17% from October ($1.12) to November ($1.32), then fell 20% into December ($1.05) and another 19% into January 2026 ($0.85). Across the full window, average absolute monthly movement was seven cents, but nearly 75% of that volatility concentrated in the November–January stretch.
Quarter by quarter, the pattern reads steady-to-spiky. Q1 averaged ~$1.13, Q2 ~$1.13, and Q3 eased to ~$1.11. Q4 climbed to ~$1.16 on the back of that November high, before the series reset in January.
The data reflect common seasonal dynamics seen in Facebook Ads benchmarks: relatively stable CPCs from late Q1 through early Q3, firmer pricing pressure in Q4, and a post-holiday cooldown in early Q1. In this window, November stood out as the clearest outlier, marking the year’s most expensive clicks, with a quick pullback beginning in December and continuing into January. Outside of that Q4–Q1 inflection, CPC trends were steady, with small oscillations month to month.
For Real Estate in the Philippines, the dataset shows no monthly medians for this period, so a direct gap-to-global calculation isn’t available. As a result, we can’t quantify whether the Philippines’ CPC was above market, below average, or more volatile than the benchmark. What the global baseline does provide is a directional yardstick: CPCs hovered near $1.11 for most of 2025, peaked at $1.32 in November, and then reset to $0.85 in January 2026. Any country-specific ad costs observed locally would likely have been influenced by the same late-year competition and early-year cooldown evidenced in the global CPC trends.
While country-level readings for Real Estate in the Philippines are not recorded in this window, the global Facebook Ads benchmarks outline a clear CPC story: steady costs across most of 2025, a pronounced November peak, and a significant early-2026 reset. Understanding cost-per-click trends for Real Estate in the Philippines within the context of global CPC benchmarks helps situate local CTR performance, CPM analysis, and broader industry ad performance against worldwide 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 Real Estate 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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