See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
The headline: Wine and Spirits cost-per-lead (CPL) across All countries available ran well above the global benchmark on average but with extreme swings and punctuated spikes. 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 Wine and Spirits in All countries available compared to the global benchmark.
Across the 13-month window (June 2025–June 2026), Wine and Spirits CPL averaged about 82.26, versus a global baseline average of roughly 45.64 — an ~80% premium to the benchmark. The series begins at a low of 7.22 in June 2025 and ends at a high of 272.70 in June 2026. That start-to-end move is dramatic: CPL rose roughly 37.8x (about a +3,678% change) over the period.
Monthly highs and lows punctuate the narrative. Early 2025 summer months were unusually inexpensive (7.22 in June, 10.02 in July), then a large jump in August to ~82.10. The winter holiday months stay mid-range (November ~35.62, December ~20.02) before a pronounced Q1 elevation: January 2026 ~139.0, February ~107.4, and March ~188.9. After a dip in April (~57.56) and May (~97.77), June 2026 spikes to the year’s maximum of 272.70. Median behavior across months shows a highly skewed distribution driven by several extreme spikes.
Volatility is a defining feature: average absolute month‑over‑month change for Wine and Spirits was roughly 164% (median moves were often multiples of the prior month), compared with an average monthly change of about 7.5% in the global baseline — visually and statistically a much choppier series.
Rhythm here is uneven. Summer 2025 started soft, followed by a sharp late‑summer rebound. Holiday Q4 shows a modest lift and then a trough in December, but Q1 2026 displays intense upward momentum with sequential high-touch months, suggesting concentrated cost pressure early in the year. April softens briefly before costs accelerate again into late spring and a pronounced June peak. In contrast, the baseline exhibits the familiar seasonal pattern of modest Q4 competition and a mixed Q1.
Relative comparisons flip month to month. Wine and Spirits CPL sat well below the global benchmark in several mid‑2025 months (June was ~83% below baseline; July ~77% below), but from August 2025 onward the relationship oscillates — seven of the 13 months were above the global CPL, including large overages in Jan–Mar 2026 and June 2026. When above, Wine and Spirits overshot global CPLs dramatically (June 2026 was roughly 7.8x the global CPL), and overall the vertical dispersion makes this segment far more volatile than the market benchmark.
Understanding Cost-per-Lead benchmarks for Wine and Spirits across All countries available helps advertisers evaluate industry ad cost trends and compare performance to global patterns.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Wine and Spirits industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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A good CPL usually ranges from $10 to $50, depending on your industry and target audience. B2C offers tend to be cheaper, while B2B or high-ticket services may see CPLs over $100.
Your CPL could be high due to weak creative, irrelevant targeting, or an offer that doesn't resonate. Low engagement or poor conversion rates on your landing page can also drive up costs.
Yes. Campaigns optimized for conversions or leads tend to generate cheaper and more qualified leads compared to traffic or engagement objectives. Facebook needs clear signals to find the right users.
Focus on improving your offer, targeting the right audience, and using high-converting creative. Test native lead forms, but make sure you're still qualifying users properly.
If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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