Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
All-industry Facebook Ads CPC in the Philippines tracks far below the global benchmark, but the story isn’t just about level—it’s about shape. The period opens with unusually low CPC in November, surges into a late Q1 peak, then slides into a sharp mid-year trough before a modest rebound by September. Relative volatility is high: the Philippines moves by pennies in absolute terms, yet those pennies represent large percentage swings against a very low base. 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 all industries in the Philippines compared to the global benchmark.
Across November 2024 to September 2025, all-industry CPC in the Philippines averaged $0.19, starting at $0.09 in November and ending at $0.20 in September. The high came in March at $0.306, and the low arrived in July at $0.046.
Momentum was dramatic early: CPC jumped from $0.09 in November to $0.26 in December, then climbed steadily to $0.31 by March—up roughly 259% from the November low. That run stalled in Q2. CPC stepped down in April ($0.264) and May ($0.237), then fell sharply to $0.069 in June and $0.046 in July. The market rebounded late summer, lifting to $0.087 in August and $0.197 in September (+126% from August). Month-to-month moves averaged $0.06, a small absolute swing but a sizable 33% of the period’s average CPC—evidence of pronounced relative volatility.
Seasonality in the Philippines showed a two-act pattern:
This rhythm contrasts with typical global Q4 pressure and early-year easing. In the Philippines, November was exceptionally low, December reset higher, and the crest didn’t arrive until March. Mid-year (June–July) was the clear trough, indicating a concentrated softness before stabilization into September.
Against the global Facebook Ads benchmarks, the Philippines remained consistently below market. The global CPC averaged $1.14 over the same period, sliding from $1.47 in November to $0.95 in September (−35%). The Philippines averaged $0.19—about one-sixth of the global level. The gap narrowed the most in February–March, when the Philippines trailed by roughly 73%; it widened in July to about 96% below global CPC. Absolute volatility was similar ($0.06 monthly in both markets), but relative to their own baselines, the Philippines was far more volatile (about 33% of its average vs. 6% globally). Globally, the trend eased steadily with mild summer bumps; the Philippines showed a steeper arc and a deeper mid-year dip.
Understanding Facebook Ads CPC benchmarks for all industries in the Philippines reveals ultra-low country-specific ad costs, a Q1 peak, and a mid-year trough, consistently below the global trend. These CPC trends help situate industry ad performance in the Philippines within broader Facebook Ads benchmarks, alongside related CPM analysis and CTR performance patterns worldwide.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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