See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
January 2025 - January 2026
Detailed observation of presented data
Across all industries in the Philippines, Facebook Ads CTR performance in 2025 told a two-act story: a muted first half that trailed the world, followed by an outsized rebound driven by a dramatic October surge. On average, the Philippines landed slightly above the global benchmark for the year, but the journey was far more volatile than the worldwide pattern. 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 year opened soft: median CTR started at 0.44% in January, dipped to a low of 0.34% in March, and hovered below 0.50% through May. Momentum flipped in June, leaping to 2.97% (+2.54 points month over month), then settling to 2.04% in July and 1.47% in August. A fresh lift arrived in September (3.26%), culminating in an extreme peak of 8.22% in October before normalizing to 1.89% in November and 1.36% in December.
For the full year, the Philippines averaged 1.93% CTR, narrowly above the 1.84% global average. The range was wide—0.34% (March) to 8.22% (October)—a 7.88-point spread. Volatility was the defining characteristic: month-to-month swings averaged 1.62 points in the Philippines versus just 0.07 points globally, underscoring a much choppier market profile. The biggest single moves were September to October (+4.96 points) and October to November (−6.33 points).
Seasonality split the year into distinct phases. Q1 formed a trough with consistently low engagement; Q2 remained subdued until a June breakout. Q3 mixed a July cooldown with a late-quarter lift into September. Q4 delivered an unusual chart: an October spike well above typical fourth-quarter patterns, followed by a swift comedown into November and December. Globally, CTRs climbed steadily across the year, with a mild build into Q4 rather than sharp inflections. While costs like CPC and CPM vary by market, this view isolates CTR performance to highlight engagement rhythm rather than country-specific ad costs.
Relative to Facebook Ads benchmarks worldwide, the Philippines underperformed by 74–80% through the first five months (January–May). From June onward, it generally outpaced the global median: +67% in June, +73% in September, and an extraordinary +309% in October. The gap tightened in November (−2% vs. global) and widened again in December (−36%). Overall, the global trend rose steadily (+26% from January to December), while the Philippines finished higher as well (+209% from January to December) but via far sharper swings.
Understanding Facebook Ads CTR performance benchmarks across all industries in the Philippines—averaging 1.93% in 2025 with an October high of 8.22%—helps advertisers contextualize engagement against a 1.84% global baseline and recognize the market’s elevated volatility relative to worldwide trends.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. Why we use median instead of average 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. 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.
CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
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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