Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across Facebook Ads benchmarks, the Philippines stands out for structurally low cost per thousand impressions (CPM) and a choppier rhythm than the global market. CPM in the Philippines sat at a fraction of worldwide levels all year, punctuated by a sharp October spike and a softer mid-year trough. By December, prices were higher than where the period began, but the journey from low to high was uneven, with a clear Q4 lift concentrated in a single month.
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 $1.21 CPM in December 2024 and closes at $1.65 in December 2025, a 36% rise. The Philippines averaged $1.38 across the 13 months, with a low of $0.79 in July and a high of $4.01 in October. Momentum was modest through early 2025—January and February hovered near $1.16, sliding to $1.05 in March and $1.03 in April before touching $0.98 in May. June briefly rebounded to $1.75 (+79% month over month), only to drop to the yearly low in July and stabilize around $0.84–$1.01 in August–September. October then surged, nearly quadrupling from September’s level, before normalizing to $1.32 in November and finishing at $1.65 in December.
Monthly volatility averaged 0.68 points, with the biggest swings clustering around the October surge and its November reversion. The range was wide in relative terms—$0.79 to $4.01—more than double the annual average, signaling a market that can move sharply even at low absolute CPMs.
Globally, the story was steadier in shape and higher in cost: the worldwide CPM averaged $20.04, from a low of $17.74 in January to a peak of $25.02 in November, closing at $22.71 (+12% versus the prior December).
Seasonality shows through, but with local color. Q1 in the Philippines was stable and low (about $1.12 on average). Q2 softened into May, then popped in June. Q3 marked the trough (averaging $0.88), with July as the yearly low. Q4 was elevated overall ($2.33 average), but disproportionately driven by October’s spike; November reset lower, and December held above the yearly mean.
This contrasts with the global pattern, where CPMs typically build into Q4 in a smoother ascent: October lifted, November peaked, and December eased while remaining elevated.
Country-specific ad costs in the Philippines were consistently below market: $1.38 average versus $20.04 globally—about 93% lower. The gap narrowed most in October, when the Philippines reached 19% of global CPMs (still 81% below), and widened in July to just 4% of global levels (96% below). In absolute terms, the Philippines was less volatile than the world average (0.68 vs. 1.28 points monthly). Relative to their means, however, the Philippines was far choppier—average swings equal to roughly 49% of its typical CPM, compared with about 6% globally.
Q4 underscores the divergence: global CPMs averaged $23.03 (+15% versus the global annual mean), while the Philippines averaged $2.33 (+69% versus its annual mean), with the local lift concentrated in a single month.
This CPM analysis of Facebook Ads benchmarks across all industries in the Philippines shows a market with very low country-specific ad costs, pronounced mid-year softness, and a dramatic October spike that reshaped Q4. Understanding CPM performance for all industries in the Philippines helps advertisers assess industry ad performance and compare cost trends 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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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:
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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