Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
The headline for the Philippines is clear: Facebook Ads CPMs in 2025 sat far below the global benchmark most of the year, punctuated by a sharp October surge that briefly narrowed the gap. Across all industries, the Philippines showed a low-cost baseline with sporadic spikes, a softer midyear stretch, and a Q4 lift that arrived earlier than the worldwide peak. 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.
Median CPM in the Philippines averaged 1.33 in 2025, starting at 1.16 in January and finishing at 1.00 in December (down about 14% from start to finish). The year’s low came in July at 0.79, while October marked a clear outlier at 4.01 — the single highest month of the year.
Month by month, the pattern unfolded in stages. Q1 held steady around 1.12, followed by a slow drift downward into May (0.98). June jumped to 1.75, nearly doubling May’s level, before a July correction back to 0.79 and a mild rebuild through August (0.84) and September (1.01). October broke the pattern with a nearly fourfold leap versus September (+297%), then normalized quickly: November fell to 1.21 (−70% month over month), and December settled at 1.00.
Volatility averaged 0.74 points in monthly absolute change. On its own scale, that’s sizable — about 56% of the Philippines’ annual average — highlighting how a low-cost market can still swing meaningfully when seasonal pressure hits.
Seasonality shows through, but with a local cadence. Costs tended to soften into midyear, with Q3 the trough (0.88 average from July to September). Q4 was the costliest quarter at 2.07 on average — driven primarily by October’s spike rather than a prolonged run-up. This diverges from the typical global arc where CPMs grind higher into November as competition intensifies. In the Philippines, the Q4 lift arrived early, peaked fast, and cooled quickly.
Against the global benchmark, the Philippines was consistently a low-CPM market. The global average CPM for 2025 was about 20.15, compared to 1.33 in the Philippines — roughly 93% lower. The global trend climbed from 17.73 in January to 22.04 in December (+24%), while the Philippines slid from 1.16 to 1.00 (−14%) with a short-lived October spike.
The gap to global CPMs varied through the year. It was widest in July (about 96% below global) and narrowest in October (around 81% below) when local CPMs surged while the world also moved higher. In absolute terms, global volatility averaged 1.21 points monthly versus 0.74 in the Philippines; relative to each market’s level, the Philippines moved more sharply.
As a CPM analysis for Facebook Ads benchmarks, the story for all industries in the Philippines is one of structurally low country-specific ad costs with episodic surges — especially in October — and a quick return to baseline. Understanding Facebook Ads CPM benchmarks for all industries in the Philippines helps marketers contextualize cost-of-reach relative to 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.
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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