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Facebook Ads Cost Per Purchase Benchmarks for Wine and Spirits in Australia

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Cost Per Purchase for Wine and Spirits in Australia

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Wine and Spirits in Australia shows a markedly lower cost per purchase than the global benchmark. Across Nov 2024–Jan 2025, the average cost per purchase was 14.49, about 70% below the global average of 49.01 over the same months.
  • Clear seasonal pattern: a December spike followed by a January ease. Costs more than doubled from November to December (+103%), then pulled back in January (-17%) while remaining well above November.
  • Volatility is elevated in the selected data relative to the baseline. Average month-to-month absolute change was ~60% for Australia vs ~10% for the global baseline.
  • The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Context and scope

This analysis looks at cost per purchase trends for the Wine and Spirits industry in Australia compared to the global trend. It summarizes monthly median values and compares seasonality and volatility to help marketers contextualize Facebook Ads benchmarks for country-specific and industry performance.

Selected data overview: Wine and Spirits, Australia

Period covered: Nov 2024–Jan 2025

  • Average: 14.49
  • High: 18.72 (Dec 2024)
  • Low: 9.24 (Nov 2024)
  • Range: 9.47
  • Month-to-month changes:
  • Nov → Dec: +103.0% (9.24 to 18.72), a notable holiday-season spike
  • Dec → Jan: -17.1% (18.72 to 15.51), a post-holiday cooldown
  • Change from first to last month: +67.8% (Nov → Jan), indicating a higher cost level sustained into the new year despite the December peak receding.

Comparison to the global baseline

Global baseline values during the same months were substantially higher:

  • Nov 2024: 43.19
  • Dec 2024: 51.53
  • Jan 2025: 52.31
  • Average (Nov–Jan): 49.01

Relative positioning (selected vs. global):

  • Nov: 9.24 vs 43.19 → 78.6% below market
  • Dec: 18.72 vs 51.53 → 63.7% below market
  • Jan: 15.51 vs 52.31 → 70.4% below market
  • Volatility: baseline Nov → Dec +19.3%; Dec → Jan +1.5% (much steadier than the selected series)
  • First-to-last change (Nov → Jan): global +21.1% vs Australia +67.8%

Overall, Wine and Spirits in Australia stayed consistently below the global benchmark (“below market”) each month while showing stronger seasonal swings.

Seasonality and broader context

  • Selected data indicates strong Q4 uplift, with December reaching the period high before easing in January—typical of holiday-driven demand and competition.
  • The global baseline also reflects elevated Q4–Q1 costs (51.53 in Dec and 52.31 in Jan), and across the broader period provided shows a gradual easing later in 2025, reaching 32.29 by September. This suggests the selected pattern aligns with overall trends, though at a materially lower cost level.

Understanding COST_PER_PURCHASE benchmarks on Facebook Ads in industry Wine and Spirits and Australia 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. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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.

Australia Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 27Australia Day (observed)
Apr 18‑21Easter weekend
Apr 25Anzac Day
Jun 9King's Birthday
Oct 6Labour Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)

Potential Advertising Impact

Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.

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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