Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: Philippines CPMs ran dramatically below the global benchmark but showed sharp, short-lived spikes and notable month-to-month swings. 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 Philippines compared to the global benchmark.
Across July 2025–July 2026, cost per thousand impressions (CPM) in the Philippines averaged about $1.39 — versus a global median CPM near $20.58. That gap is stark: Philippine CPMs were typically 90–97% lower than global levels, averaging roughly 6.8% of the global CPM across the year.
The Philippines series started at $0.79 in July 2025 and ended at $1.15 in July 2026, a rise of roughly 45% from start to finish. The intra-year high was $3.39 in February 2026; the low was $0.76 in April 2026. Volatility was meaningful in absolute and relative terms: the month-to-month standard deviation of Philippine CPMs is about $0.8 (coefficient of variation ≈ 57%), versus a global baseline standard deviation near $2.2 (CV ≈ 11%). In plain terms, Philippine CPMs are low on average but far more volatile relative to their mean than the global market.
Key monthly moves punctuate the story. After a subdued late‑2025 (sub‑$1.40 CPMs), CPMs lifted into January 2026 ($1.85) and then spiked in February to $3.39 — more than an 80% jump from January. That surge retrenched through March ($2.82) and collapsed into April ($0.76), a drop of roughly 73% in two months. The middle months of 2026 settled between $0.98 and $1.22 before finishing July at $1.15.
Rhythms are visible: late‑Q4 to early‑Q1 showed a lift (December to January to February), with a sharp February spike. The market then experienced a rapid decline into spring (March–April) before a modest rebound through early summer. Relative seasonality differs from the global pattern — where baseline CPMs show steadier, less volatile Q4 peaks and mid‑year elevation — the Philippines pattern is choppier and more punctuated by single‑month surges.
Notable months: February 2026 stands out as an outlier lift in the Philippines, narrowing the gap to global CPMs (Philippines was about 17% of global that month). April 2026 marked the widest divergence, with Philippine CPMs near 3% of global levels.
Throughout the period the Philippines sat well below global CPMs. Month‑by‑month, Philippine CPMs ranged from roughly 3% to 17% of the global benchmark — meaning Philippine rates trailed global levels by approximately 83–97% depending on the month. The global baseline itself moved within a narrower band (roughly $16.47–$24.26), showing steadier upward pressure around Q1–Q2 while Philippine CPMs showed sharper lifts and declines.
Understanding CPM analysis, country-specific ad costs and Facebook Ads benchmarks for all industries in the Philippines highlights a market with low nominal CPMs but elevated relative volatility compared with global industry ad performance.
Facebook advertising cost benchmarks
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Philippines, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPM values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
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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 may rise around Chinese New Year, Eid, and Independence Day for food, gifts, and travel. Retail campaigns face more competition and higher CPMs in late November–December. Long weekends may reduce weekday ad inventory while increasing media consumption for weekend awareness campaigns.
Competition, seasonality, audience size, and ad quality affect CPM. Q4 can cost more. Smaller audiences and lower relevance scores often lead to higher CPMs.
Campaign objectives, bidding strategies, and time of day can change CPM. Conversion campaigns usually have higher CPMs than traffic campaigns, while broad targeting tends to 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.
Audience size and targeting both matter. Audience quality, including intent and fit with your offer, usually has more impact than size. Extremely tight audiences can raise CPM because delivery opportunities are limited.
Use CPM for awareness campaigns and CPC or CPA for performance campaigns. A high CPM can increase costs across the funnel.
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