Facebook Ads CPM Benchmarks in Philippines

Introduction

The headline in the data is clear: CPMs in the Philippines for all industries sit dramatically below the global benchmark, with a mostly steady, sub‑$1.30 run through most of the year and a late surge in October. The market’s absolute price swings are small, but in relative terms the Philippines is more volatile than the world average, with standout months in June (a mid‑year lift) and October (a sharp spike).

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 story in the data

Across November 2024 to October 2025, Facebook Ads CPMs in the Philippines averaged about $1.34, ranging from a low of $0.71 in July to a high of $4.30 in October. The series began at $0.98 in November 2024 and ended much higher at $4.30, though that closing level reflects an exceptional jump. Excluding October, the period averaged a leaner ~$1.07.

Monthly rhythm stayed tight around $1.00–$1.20 from November through May. June broke that pattern at $1.75 (+79% month over month), followed by a pullback to the yearly low in July ($0.71, −59% MoM). A mild rebound carried August–September ($0.84 → $0.87), before October’s sudden surge to $4.30—roughly 5x the July trough and 4x the early‑year baseline. Average month‑to‑month absolute change was about 0.54 points, signaling choppier relative movements despite low absolute CPMs.

Seasonal and monthly dynamics

Seasonality appears muted for most of the year, with a long, flat stretch through late Q2, a mid‑year bump in June, and a quick reset in July. The late‑Q3 period was steady and modest. Q4, which globally tends to carry higher auction pressure, shows up in the Philippines as an outsized October spike rather than a gradual run‑up—an abrupt acceleration after months of subdued pricing.

Philippines vs. Global

Relative to the global Facebook Ads benchmarks, the Philippines’ country-specific ad costs are consistently lower. Over the same November–October window, the global CPM averaged roughly $19.96, versus $1.34 in the Philippines—about 93% lower. The gap was widest in November 2024 and July 2025 (roughly 96% below global levels) and narrowest in October 2025 (about 80% below), even after the local spike.

Global CPM trends traced a classic seasonal arc: a Q4 peak cooling into January ($24.53 → $17.87, −27%), then oscillating around $19–$20 through mid‑year, and climbing back to $21.43 in October. By contrast, the Philippines was largely flat at low levels until June, then choppy into Q4, with a single‑month surge defining October. On volatility, the Philippines moved an average of 0.54 points MoM (about 40% of its mean), while the global series shifted ~1.27 points MoM (about 6% of its mean)—smaller absolute moves locally, but much sharper relative swings.

Closing

In sum, CPM analysis shows that Facebook Ads benchmarks for all industries in the Philippines are structurally lower than global costs, with a mostly calm year punctuated by a mid‑year lift and a pronounced October spike. Understanding cost per thousand impressions trends in the Philippines helps situate country‑specific ad costs and compare local CPM performance to global patterns.