See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Wine and Spirits lead generation ran hot-and-cold across all countries, charting a far choppier course than the global benchmark. Median Facebook Ads Cost Per Lead (CPL) averaged $34 for the category versus $40 globally (about 14% lower), but the journey was anything but average: a January spike to $123 gave way to troughs under $5 in March and June, a late‑summer lift into the mid‑$50s, and a soft landing at $9.5 by November. 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 across all countries compared to the global benchmark.
Starting at $39 in November 2024 and ending at $9.5 in November 2025, Wine and Spirits CPL fell 76% across the period. The category averaged $34, ranging from a high of $123 in January 2025 to a low of $4.9 in June. Movement between months was pronounced: December eased to $32, then January surged nearly 4x month over month to the yearly high, before collapsing to $16.9 in February and further to $5.0 in March. A spring rebound put April and May back in the mid‑$30s, only to slip to the yearly low in June. Momentum rebuilt through summer—$16 in July, then $54 in both August and September—before costs cooled to $21 in October and $9.5 in November.
Volatility stood out. Average absolute month‑to‑month change was roughly $30.8 for Wine and Spirits—over seven times the global swing (~$4.2). The market’s sharpest single drops came after January (−86% to February) and after September (−62% to October), while the steepest rebounds followed March (+600% into April) and June (+229% into July).
The pattern shows a dramatic Q1 peak centered on January, followed by a Q2 trough with exceptionally low CPLs in March and June. Q3 brought the category’s most sustained elevation, with August–September delivering back‑to‑back mid‑$50s readings. Q4 softened again: October declined sharply and November settled into single digits. By quarter, Wine and Spirits averaged about $48 in Q1 (skewed by January), $24 in Q2, $42 in Q3, and $15 across October–November.
The global benchmark, by contrast, moved with steadier seasonality: firming gradually from January ($35.7) into a September peak ($47.6), then easing in October ($45.1) and dropping into November ($28.6).
Compared with the global benchmark, Wine and Spirits across all countries ran below market on average (−14%), with only three above‑market months: January (+243%), August (+22%), and September (+15%). The widest underperformance appeared in June (−88% vs. global), with other sizable gaps in March (−85%) and November (−67%). At its narrowest, the category sat only modestly below the benchmark—about 6% lower in November 2024 and 9% lower in April 2025. Where the global series rose steadily through Q3 (~33% from January to September), the Wine and Spirits line was markedly more volatile and ultimately trended lower (−76% from November to November).
Understanding Facebook Ads Cost Per Lead benchmarks for the Wine and Spirits industry across all countries highlights a market that is cheaper on average than the global baseline but far more volatile, with dramatic surges in January and late summer and deep troughs in spring and early Q4. These Facebook Ads benchmarks help frame country‑specific ad costs and industry ad performance for CPL in the Wine and Spirits category relative 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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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.
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