Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
The headline in the Philippines is clear: CPMs sit dramatically below the global benchmark, but the year wasn’t quiet—there were sharp swings, a mid-year jolt, and an October spike that briefly narrowed the gap. Across all industries in the Philippines, median CPM (Cost Per Thousand Impressions) averaged about $1.35 from December 2024 to November 2025, versus a global median near $19.92 over the same months. 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.
The period opens at $1.22 in December 2024 and closes at $1.36 in November 2025, a modest +12% lift end to end. The average CPM was $1.35, with a low of $0.71 in July and a high of $4.01 in October. Much of the year hovered around the $1.00–$1.20 band: January ($1.16), February ($1.18), March ($1.06), April ($1.03), and May ($0.98). That stability broke in June with a jump to $1.75 (+79% month over month), followed by a sharp July pullback to $0.71 (−59%). After a gradual rebuild through late Q3—August at $0.84, September at $0.87—CPMs surged to $4.01 in October (+362% vs. September) before easing to $1.36 in November (−66% m/m).
Volatility, measured as average absolute monthly movement, was $0.73 in the Philippines. While lower than the global absolute swing ($1.20), the relative pace was steeper: Philippine CPMs fluctuated by roughly 54% of their average level each month, compared with about 6% for the global series.
Seasonally, the Philippines spent the first half of the year in a narrow, low-cost range, then experienced a mid-year surge in June, a trough in July, and a pre-holiday spike in October. The October move stands out as the most intense single-month lift of the period, followed by a notable normalization in November. This rhythm contrasts with typical Q4 acceleration seen globally: while the Philippines spiked earlier (October), global CPMs climbed steadily through Q4, peaking later.
Against the global benchmark, Philippine CPMs were consistently below market—on average 93% lower than global levels. Month by month, the gap ranged from 96% below in July (Philippines $0.71 vs. global $19.28) to 81% below in October ($4.01 vs. $21.44), which was the narrowest spread of the year. Over the period, the Philippines rose about 12%, while the global trend advanced more strongly (+25% from December 2024 to November 2025), culminating in a pronounced Q4 lift: October at $21.44 and November at $25.47. Globally, December 2025 spiked to $84, underscoring intense late-year competition, whereas the Philippine series had already cooled in November.
In summary, Facebook Ads benchmarks for CPM show that all industries in the Philippines operate at structurally lower costs than the global market, with occasional, dramatic spikes—especially in October—shaping the year’s CPM analysis. Understanding these country-specific ad costs and the comparative industry ad performance helps frame CPM trends in the Philippines alongside global patterns.
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.
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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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