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December 2024 - December 2025
Detailed observation of presented data
Across all industries in the Philippines, Facebook Ads click-through-rate (CTR) told a year of contrasts: a subdued start, a mid-year rebound, and a dramatic October spike that briefly pushed local engagement far above the world median before snapping back. Compared to the global benchmark, the Philippines spent most months below market, but when momentum arrived, it arrived in force—most notably in October.
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 opened at 1.37% CTR in November 2024 and closed lower at 0.89% in November 2025, a 35% decline end to end. Over the full window, the Philippines averaged 1.69%, slightly below the 1.81% global average. The local high was an exceptional 8.98% in October 2025; the low came in March at 0.33%. By contrast, the global range was tighter, from 1.66% (February) to 2.04% (October).
Monthly movement was unusually sharp. From a quiet Q1–Q2 corridor (0.33%–0.44% January through May), CTR surged to 2.97% in June (+2.54 points month over month), held at 2.02% in July, then settled into the 1.47%–1.88% range for August–September. October’s leap to 8.98% was followed by an equally steep reset to 0.89% in November (−8.10 points). On average, monthly volatility measured 1.73 percentage points in the Philippines versus just 0.06 points globally, underscoring much choppier engagement locally. The total range was similarly wide: 8.65 points for the Philippines versus 0.38 globally.
The Philippines’ all-industry CTR was soft from late Q4 2024 through Q1 2025, with January–March hovering around a third of a percent. Early Q2 remained muted, then performance lifted decisively in June and stayed comparatively resilient across Q3. October represented a singular outlier—well beyond the year’s prevailing rhythm—before November retraced closer to the year’s typical band.
Looking at clusters, January–May averaged just 0.40%, while June–September averaged 2.09%. October stood apart at 8.98%, and excluding that outlier, the period average for the Philippines would sit near 1.08%, well below the global 1.81% median.
Relative to the global benchmark, the Philippines underperformed in 10 of 13 months and outperformed in three (June, July, and October). The gap was narrowest in September (1.88% vs. 1.91%, just 2% below global) and widest in October, when the Philippines’ 8.98% was roughly 340% above the global median of 2.04%. Despite that surge, the overall average in the Philippines still trailed the world by about 0.12 points (−7%). Directionally, the global trend rose steadily across the year (+12% from November to November), while the Philippines ended lower (−35%).
In short, CTR performance in the Philippines across all industries was more volatile than the global pattern, with long stretches of below-average engagement punctuated by a few forceful spikes—especially the October peak.
Understanding Facebook Ads CTR performance for all industries in the Philippines—set against global Facebook Ads benchmarks—helps frame country-specific ad costs and engagement patterns, highlighting how CTR trends in the Philippines compare to worldwide norms.
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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