See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
February 2025 - February 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 opening, then sharp mid‑to‑late‑year surges that briefly ran far above market before easing into year‑end. Despite long stretches of underperformance versus the global benchmark, a dramatic October spike lifted the annual average just above worldwide levels. 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 began soft: CTR opened at 0.44% in January and slipped to a low of 0.34% in March. From there, momentum built. June broke out to 2.97% (+584% month over month), ushering in a choppier, higher-variance period: 2.04% in July, 1.47% in August, then a renewed lift to 3.26% in September. October was the clear standout at 8.22%—the yearly high—before a reset to 1.89% in November and 1.36% in December.
For 2025 overall, CTR in the Philippines averaged 1.93%, slightly above the 1.84% global average. The range was wide: from 0.34% (March) to 8.22% (October), a spread of 7.88 points. Volatility was the defining trait: month‑to‑month changes averaged 1.62 points, roughly 25x the global benchmark’s 0.07, underscoring far sharper swings than the broader market. The year ended at 1.36%, still +209% versus January but well below the October peak.
Seasonality showed through in the cadence. Q1 was a trough (average 0.39%), with light engagement and consistent underperformance relative to global CTRs. Q2 was a transition: April and May were still soft, but June marked a decisive lift. Q3 remained elevated but uneven, with a late‑quarter push in September. Q4, a period that typically sees heavier auction pressure, produced an unusual October overshoot followed by normalization in November and December, which settled closer to mid‑year levels than to the October spike.
Relative to Facebook Ads benchmarks worldwide, the Philippines oscillated between deep discounts and outsized spikes. Through Q1, CTR trailed global levels by 75–81% each month. The gap narrowed and flipped mid‑year: June ran 67% above the global median, July 9% above, and September 73% above. October was the outlier, landing 309% above the global benchmark. The narrowest distance came in November, just 2% below global. December finished 35% below market.
Trend lines diverged as well. Globally, CTR climbed steadily from 1.69% in January to 2.10% in December (+24%), with low volatility and a tight 0.45‑point range. The Philippines rose from 0.44% to 1.36% over the same span, but with far greater turbulence and a much wider range.
Understanding Facebook Ads click‑through rate benchmarks for all industries in the Philippines highlights a market with low early‑year engagement, mid‑year lift, and an exceptional October spike that briefly pushed CTR far above global patterns. This CTR performance view complements broader CPC trends and CPM analysis by adding country‑specific context to engagement dynamics in the Philippines.
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.
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