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

See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type

Cost Per Purchase for Wine and Spirits in Canada

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • No observed cost per purchase data was available for Wine and Spirits in Canada for the period provided, so comparisons to the market baseline cannot be calculated. Insights below reference the global baseline as directional context.
  • Global baseline average cost per purchase across Oct 2024–Sep 2025 was $47.82, peaking in February ($53.89) and bottoming in September ($32.29).
  • From the first month to the last, the baseline fell 30.8%, with the sharpest month-to-month decline in September (-29.3% vs. August).
  • Seasonality is evident: an uplift into December and elevated costs through Q1, followed by steady cooling across summer.

Introduction

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

Data availability for the selected segment

  • The selected dataset for Wine and Spirits in Canada contains no monthly values in the period analyzed. As a result, averages, highs/lows, volatility, and relative positioning for the selected segment cannot be computed.
  • The sections below summarize the global baseline as a directional benchmark for Facebook Ads.

Global baseline benchmarks (all industries/countries)

Period: Oct 2024–Sep 2025 (monthly medians, cost per purchase)

  • Overall level:
  • Average: $47.82
  • High: $53.89 (February 2025)
  • Low: $32.29 (September 2025)
  • Change from first to last month: -30.8% (from $46.67 in October 2024 to $32.29 in September 2025)
  • Volatility:
  • Average month-to-month absolute move: $3.25
  • Biggest jump: +$8.34 in December vs. November (+19.3%)
  • Steepest drop: -$13.40 in September vs. August (-29.3%)
  • Seasonality and patterns:
  • Q4 uplift: December rose to $51.53 after November’s $43.19.
  • Q1 remained elevated: January–March averaged $52.94, above Q4’s $47.13.
  • Summer eased: June–August averaged $46.29, below the overall mean.
  • A pronounced end-of-period dip occurred in September ($32.29).
  • Distribution relative to the mean:
  • Six months ran above the average (December through May), and six months ran below (October–November, June–September), indicating a clear mid-year cooling after a strong Q1.

Comparison of the selected segment vs. baseline

  • Because the Wine and Spirits in Canada selection has no reported monthly medians for this window, it is not possible to assess whether the segment is above market, below average, or in line with overall trends.
  • The global baseline provides a directional anchor: elevated costs into Q1, moderation through summer, and a sharp drop in September.

Understanding cost per purchase benchmarks on Facebook Ads in industry Wine and Spirits and Canada 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 Canada, advertisers should consider local market factors and user behavior. 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.

Canada Advertising Landscape

National Holidays

Jan 1New Year's Day
Feb (3rd Mon)Family Day
Apr 18Good Friday
Apr 21Easter Monday (federal)
May (Victoria Day)Victoria Day
Jul 1Canada Day
Sep (1st Mon)Labour Day
Oct (2nd Mon)Thanksgiving
Nov 11Remembrance Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday and Cyber Monday), December (holiday shopping, Boxing Day), Back-to-school (August-September), Mother's Day (May)

Potential Advertising Impact

CPM might increase during Canada Day, Labour Day, and Thanksgiving. Black Friday and Cyber Monday see heightened e‑commerce bidding. December holiday period may spike ad costs. Back-to-school and Mother's Day drive retail competition. Provincial holidays might alter weekday inventory availability.

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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