Facebook Ads Cost Per Lead Benchmarks for Wine and Spirits in Germany

Key takeaways

• This analysis looks at cost-per-lead trends for Wine and Spirits in Germany compared to the global trend; no Germany-specific monthly observations were available in the selected period, so comparisons rely on the global baseline as context.
• The global baseline for cost-per-lead averaged 36.04 over the last 12 months, with a high of 41.58 in November and a low of 20.63 in September.
• Seasonality is evident: costs rose into Q4, peaking in November, remained elevated through early summer, then fell sharply in September.
• Baseline volatility was moderate, with an average month-to-month move of 4.75 (about 13% of the annual average).
• From the first to the last month in the period, the global baseline declined 33.7%.

Introduction and scope

Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, this report summarizes Facebook Ads cost-per-lead performance. The focus is Wine and Spirits in Germany, compared against the global baseline. Because the selected dataset contains no monthly readings for the period, the results below present the global benchmark to frame where Germany’s Wine and Spirits CPL would likely sit relative to broader market dynamics.

Selected data overview

• Availability: No monthly cost-per-lead values were available for Wine and Spirits in Germany for the period reviewed.
• Implication: Direct comparisons (averages, highs/lows, month-to-month changes) versus Germany’s Wine and Spirits CPL cannot be computed. The global baseline serves as the reference point.

Global baseline trend (context)

• Overall level:
• Average: 36.04
• High: 41.58 (November)
• Low: 20.63 (September)
• Range: 20.95
• Change from first to last month: -33.7% (31.12 in October to 20.63 in September)
• Volatility:
• Average month-to-month absolute change: 4.75
• Notable moves:
• Largest uptick: +10.45 from October to November
• Sharpest dip: -16.40 from August to September
• Seasonal patterns:
• Q4 uplift: Q4 averaged 37.44, led by a November peak, aligning with typical holiday-period inflation.
• Q1 moderation: Q1 averaged 35.75 as costs eased from December.
• Early-summer steadiness: June–August averaged 38.02, with minimal change between June and July (+0.32).
• Late-summer drop: September marked the annual low, pulling the full-period average down.

Comparison framing

• Because Wine and Spirits in Germany has no recorded values in the selected window, the segment cannot be classified as above market, below average, or in line with overall trends.
• The global baseline shows a clear seasonal structure—rising into Q4, stabilizing through mid-year, and easing in late summer—which provides directional context for interpreting Germany’s Wine and Spirits CPL when data becomes available.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Wine and Spirits and Germany helps advertisers make more efficient budget and creative choices.