Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Retail CPCs in the Philippines ran far below the global market for most of the year, but the story wasn’t just “cheap clicks.” The market stayed quiet through mid-year, then surged into Q4 with one of the sharpest run-ups in the dataset before cooling in December. Volatility was pronounced, with October–November marking the peak and April the trough. 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 Retail in the Philippines compared to the global benchmark.
Facebook Ads CPC for Retail in the Philippines averaged $0.20 in 2025, starting at $0.09 in January and ending at $0.14 in December (+52% from the start). The low came in April at just $0.03, while the high arrived in November at $0.73, with October also elevated at $0.61. The path wasn’t linear: H1 was subdued (average $0.07), H2 jumped to $0.33—roughly 3.4x higher.
Month-to-month volatility averaged 0.14 points, reflecting sharper swings than a typical year. The largest moves were October’s +0.40 leap and December’s -0.59 reversal after November’s peak. The calmest stretch sat in late spring and early summer (May–July), where changes stayed within ~0.02–0.05. A notable inflection arrived in August ($0.23) and September ($0.21), setting up the Q4 spike.
Globally, the 2025 CPC benchmark averaged $1.13, with a mild rise into Q4 and a top in November at $1.32 before easing to the year’s low in December ($1.05).
Seasonality was pronounced. The Philippines’ Retail CPCs were soft across Q1 (average $0.09) and bottomed in April ($0.03), then stabilized through early Q3. Momentum shifted in August and September as prices lifted into the holiday window, culminating in an October–November surge (avg $0.67) and a December comedown to $0.14. This rhythm mirrors the broader pattern where competition typically intensifies in Q4, though the Philippines’ amplitude was considerably larger.
Relative to Facebook Ads benchmarks, the Philippines’ Retail CPCs stayed well below global levels all year—averaging about 82% lower (Philippines $0.20 vs. global $1.13). The gap varied widely: at its widest, April CPCs were 97% below global; at its narrowest, October–November hovered around 45–46% below. Even at the peak quarter, Q4 CPCs in the Philippines (avg $0.49) remained roughly 58% under the global Q4 average ($1.16).
Patterns diverged on volatility, too. Monthly CPC changes in the Philippines averaged 0.14 points—about 2.4x the global swing (0.06). Globally, CPC trends were steadier through H1 and H2 (1.13 vs. 1.14), whereas the Philippines showed a pronounced second-half lift.
In short, Facebook Ads CPC trends for Retail in the Philippines were distinctly low-cost but highly seasonal in 2025: subdued through mid-year, a sharp Q4 surge, and a December reset—consistently below the global benchmark by a wide margin. Understanding these country-specific ad costs and industry ad performance benchmarks helps contextualize CPC analysis for Retail in the Philippines against global 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 Retail 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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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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