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Facebook Ads Cost Per Purchase Benchmarks for Wine and Spirits

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Cost Per Purchase for Wine and Spirits

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Wine and Spirits across all countries available shows a higher cost-per-purchase than the global baseline overall (+8% on average from Oct 2024–Aug 2025), but it trends down and finishes slightly below market by August.
  • Clear seasonality: elevated costs in Q4, a step-down through Q1, deeper lows in early summer, and a sharp rebound in August. The global baseline also rises into the holiday period and remains steadier.
  • Volatility is markedly higher for Wine and Spirits (average month-to-month change of 15.4%) versus the baseline’s 4.7%, with large drops in April and July and a strong jump in August.
  • Over the period, Wine and Spirits declines 45.9% from first to last month, while the baseline edges down just 2.1%.

This analysis looks at cost-per-purchase trends for industry Wine and Spirits and target country All countries available compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Wine and Spirits cost-per-purchase: highlights

  • Period average: 53.15
  • High and low: peaked in October at 78.89; trough in July at 30.36 (range: 48.53).
  • Trend from first to last month: down 45.9% (Oct 2024 to Aug 2025).
  • Volatility: average absolute month-to-month change of 15.4%.
  • Notable moves:
  • December to January: -20.1%
  • March to April: -26.8% (to 40.54)
  • June to July: -22.2% (to the period low of 30.36)
  • July to August: +40.8% (to 42.72)
  • Seasonal shape:
  • Q4 average: 73.34 (elevated holiday costs)
  • Q2 average: 41.65 (compressed pricing versus Q4)

How Wine and Spirits compares to the global baseline

  • Baseline average (Oct 2024–Aug 2025): 49.24, with a high in February (53.89) and a low in November (43.19).
  • Baseline trend from first to last month: -2.1% (46.67 to 45.69), indicating relative stability.
  • Relative positioning:
  • Overall: Wine and Spirits sits 8% above market on average.
  • October: 78.89 vs. 46.67 (+69% above market).
  • August: 42.72 vs. 45.69 (6.5% below market), signaling convergence to below-market levels by late summer.
  • Volatility comparison: Wine and Spirits is roughly 3.2x more volatile (15.4% vs. 4.7% average MoM change).
  • Baseline seasonality cues: a holiday uplift into December–February (notably +19.3% from November to December) and steady mid-year levels; the baseline dips further in September (32.29), hinting at late-Q3 softness beyond the shared comparison window.

Seasonal patterns to note

  • Holiday period: Elevated cost-per-purchase is visible for Wine and Spirits in Q4, in line with broader seasonal demand.
  • Early-year reset: Costs retreat through Q1.
  • Mid-year compression: Lower levels in Q2 and a notable July trough, followed by an August rebound. The global baseline is steadier but also shows holiday uplift and late-Q3 easing.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Wine and Spirits and All countries available helps advertisers make more efficient budget and creative choices.

Understanding the Data

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.

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

What's a healthy cost per purchase for ecommerce brands?

It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.

How does product price impact CPA benchmarks?

Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.

Why are my purchase costs going up despite stable ROAS?

Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.

Should I use manual bidding to control CPA more effectively?

Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.

How do I scale spend without letting CPA skyrocket?

Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.

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