Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
SaaS & Cloud Platforms in the Philippines ran on markedly lower Facebook Ads CPCs than the global benchmark throughout the period, with big mid-year swings shaping the story. Costs climbed gently through Q1, spiked in June, then dropped sharply into late Q3 and softened further by October. The result: a market that is reliably cheaper than global averages, but more dramatic in its month-to-month rhythm. 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 SaaS & Cloud Platforms in the Philippines compared to the global benchmark.
Across November 2024 to October 2025, the Philippines’ median CPC averaged $0.27, starting at $0.26 in November 2024 and ending at $0.17 in October 2025 — a 34% decrease over the period. The high point landed in June 2025 at $0.35, while July marked the low at $0.13. The range from peak to trough was $0.22, or about 82% of the period’s mean, underscoring meaningful amplitude.
The early-year climb was steady: $0.32 in January, $0.33 in February, and $0.33 in March. A spring reset followed — down to $0.29 in April and $0.27 in May — before a sudden June surge to $0.35. The sharpest single-month move came immediately after: a 63% drop from June to July. From there, CPCs rebounded to $0.25 in August, eased to $0.22 in September, and fell to $0.17 in October. Month-to-month volatility averaged $0.06 (about 22% of the mean CPC), reflecting a choppier cadence than the headline trend suggests.
Globally, the median CPC over the same months averaged $1.14, falling 28% from $1.46 in November 2024 to $1.05 in October 2025. The Philippines remained far below that level throughout.
Seasonality was distinct. The Philippines showed a firm Q1 for SaaS & Cloud Platforms (averaging roughly $0.33 from January to March), a softer late spring, and a pronounced mid-year spike in June. The market then shifted into a low-cost summer and early fall, with July the clear trough and October marking another low. This rhythm contrasts with the broader pattern where CPCs typically remain elevated into Q4 and moderate into mid-year; here, momentum crested earlier and unwound more abruptly.
Country-specific ad costs in the Philippines were consistently below the global benchmark — on average about 76% lower. The gap narrowed at the June high (Philippines at $0.35 vs. global $1.07, roughly 67% below) and widened at the July trough ($0.13 vs. $1.07, about 88% below). While the global series moved gradually with an average absolute monthly change of $0.05 (around 4% of its mean), the Philippines saw a larger relative swing at 22% of its mean, indicating more pronounced month-to-month adjustments. Directionally, both markets trended down across the period, but the Philippines’ path was more punctuated by spikes and dives.
These Facebook Ads benchmarks highlight clear CPC trends for SaaS & Cloud Platforms in the Philippines: structurally lower costs than the global market, a strong Q1 build, a June spike, and a steep mid-year reset. Understanding cost-per-click benchmarks for SaaS & Cloud Platforms in the Philippines helps anchor country-specific ad costs and compare industry ad performance to global patterns, complementing broader CPM analysis and CTR performance views.
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 SaaS & Cloud Platforms 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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Cost per thousand impressions across different markets
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Cost per lead across different markets
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