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June 2025 - June 2026
Detailed observation of presented data
The headline: the Philippines posted higher and much choppier click-through-rate (CTR) performance than the global baseline over the last 12 months. 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.
Philippines CTRs started at roughly 2.82% in June 2025 and finished the period around 2.47% in May 2026 — a modest decline of about 12.6% from start to finish. Across the year the Philippines averaged ~2.68% CTR, versus a global median of ~2.00% for the same months — about 34% higher on average.
The range was wide: the low point was 1.47% in August 2025; the peak was a pronounced spike to 4.80% in October 2025. Other notable highs include February 2026 (4.27%) and March 2026 (3.10%). That October spike pushed the month nearly 2.3 percentage points above the Philippines’ yearly average and roughly 144% above the global October benchmark (1.97%). Conversely, August’s trough of 1.47% fell about 22% below the global August median (1.88%).
Volatility was a defining feature: average month-to-month absolute movement in the Philippines was about 1.16 percentage points, versus roughly 0.065 points for the global baseline. In relative terms, month-to-month swings in the Philippines were on the order of 18x the baseline rhythmic change, producing a pattern of sharp lifts and declines rather than a smooth trend.
Seasonal rhythm shows concentrated bursts around Q4 and early Q1. The October 2025 lift is the clearest anomaly — a strong rebound after September, followed by a pullback in November and December. Late-year softness appears in December (1.79%), then engagement rebounds into January and spikes again in February. Summer months around July–August show softer engagement, with August marking the lowest point. Overall, the cadence reads as spike (Oct) → pullback (Nov–Dec) → rebound (Jan–Mar) → normalization (Apr–May).
Most months (9 of 12) the Philippines sat comfortably above the global CTR median, but the gap fluctuated. The average advantage was about +34%. At its narrowest, the Philippines was roughly 6% below global CTRs (April 2026); at its widest it exceeded global levels by about 144% (October 2025). Compared with the baseline’s steady progression (average ~2.00% with low monthly swings), the Philippines was consistently more volatile and punctuated by dramatic month-level lifts in October and February.
Understanding Facebook Ads click-through-rate benchmarks for all industries in the Philippines highlights a market with higher average engagement and pronounced monthly swings — an important contrast to global CTR performance and broader CPM analysis, CPC trends, and country-specific ad costs when assessing industry ad performance and CTR performance across regions.
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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