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July 2025 - July 2026
Detailed observation of presented data
Philippines click-through-rate (CTR) behavior over the last 13 months tells a story of higher average engagement but extreme momentum swings. On balance, the Philippines outperformed the global benchmark modestly (average CTR 2.37% vs. global 2.04%) but showed pronounced spikes and crashes — a big rebound in early 2026 followed by a steep slide into July 2026. 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 Philippines compared to the global benchmark.
The Philippines series started at 2.04% in July 2025 and finished at 0.79% in July 2026, a decline of about 61% from start to finish. Over the period the Philippine CTR averaged roughly 2.37%, ranging from a low of 0.79% (July 2026) to a high of 4.27% (February 2026). Key monthly movements include a sharp rise from January (2.48%) into a February peak (4.27% — the highest month), followed by a retreat through March and April, a mid-year steadier run around 2.4–2.6% in May–June, then a dramatic fall to 0.79% in July 2026.
Relative to the global baseline, the Philippines led in many months — for example October 2025 (3.07% vs global 1.97%, ~56% higher) and February 2026 (4.27% vs 2.13%, roughly +101%). Conversely, August 2025 (1.47% vs 1.88%, −22%) and July 2026 (0.79% vs 2.34%, −66%) underperformed the global trend.
Volatility is a defining feature: the standard deviation of Philippines monthly CTR is about 0.85 percentage points, while the global series’ SD is around 0.13 points. Month-to-month moves averaged roughly 0.88 percentage points in the Philippines versus about 0.08 points globally — roughly 6–11× more volatile depending on the measure.
Rhythm in the Philippines data shows pockets of seasonal push-and-pull rather than a smooth seasonal curve. Q4 2025 produced a notable high in October, a dip into December, and then a strong rebound into early Q1 2026. February stands out as a distinct peak (possibly promotional or campaign-driven timing), with March–April cooling and modest mid-year strength through May–June. The final month in the series (July 2026) registers an abrupt drop, creating the largest month-over-month decline observed.
This pattern reads as episodic momentum — episodes of concentrated lift followed by rapid correction — rather than a steady up- or down-trend across quarters.
Across the 13 months the Philippines’ CTR averaged about 16% higher than the global benchmark (2.37% vs 2.04%). Yet that outperformance was inconsistent: the gap ranged from roughly +101% (Feb 2026) to −66% (Jul 2026). In other words, Philippines CTRs were often above market but substantially more volatile, producing both standout months and deep troughs relative to global CTR performance.
Understanding Facebook Ads click-through-rate benchmarks for All industries in Philippines helps advertisers evaluate engagement trends and compare performance to global patterns. Keywords reflected here include Facebook Ads benchmarks, CTR performance, country-specific ad costs, CPC trends, CPM analysis, and industry ad performance for 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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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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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