Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all industries in the Philippines, Facebook Ads CPMs sit dramatically below the global benchmark while moving with a choppier rhythm. From December 2024 through November 2025, Philippine CPMs averaged about 1.35, versus roughly 19.93 globally — a structural discount of around 93%. The year featured a gentle slide through spring, a mid-year lift, a deep July trough, and then a striking October spike before CPMs normalized in November. October is the clear outlier.
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.
On the global baseline, CPMs averaged 19.93 during the same months, ranging from 17.80 (January) to 25.33 (November). The global series climbed +24% from December 2024 to November 2025, with steadier steps and a pronounced Q4 rise.
The Philippines followed a soft H1 (Jan–Jun average: 1.19), a weak Q3 (Jul–Sep average: 0.81), and an amplified Q4 pattern (Oct–Nov average: 2.68), punctuated by an October surge. June marked a mid-year lift, while July was the year’s trough before a measured recovery late in Q3. October stood out as a sharp inflection point, then CPMs reverted toward longer-run norms in November.
Global CPM seasonality was more classic: a stable H1 (18.81), a slightly firmer Q3 (19.69), and a sustained Q4 lift (23.42 in Oct–Nov), continuing elevated into December (25.45). This reflects typical competition-driven CPM analysis in Q4.
In short, country-specific ad costs in the Philippines remain structurally lower than the global benchmark, with more pronounced month-to-month swings — especially around Q3 troughs and the October flare.
Understanding Facebook Ads benchmarks for cost per thousand impressions (CPM) across all industries in the Philippines highlights how CPM analysis here diverges from global patterns: far lower levels, sharper relative volatility, and a standout October surge. These insights help contextualize industry ad performance, CPC trends, and CTR performance within country-specific ad costs for the Philippines versus the global benchmark.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of 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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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.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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