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

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Cost Per Purchase for Wine and Spirits in Germany

October 2024 - October 2025

Insights

Detailed observation of presented data

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

Main takeaways

  • No selected-data points were available for Wine and Spirits in Germany in the provided period, so direct above/below-market positioning cannot be determined.
  • The global baseline shows an average cost per purchase of $47.82 across the last 12 months, with a high of $53.89 (Feb 2025) and a low of $32.29 (Sep 2025).
  • Volatility in the baseline was moderate: average absolute month-to-month movement of about $3.25 (~7.0%).
  • Seasonality is evident: costs rose into December–February and eased through summer, with a pronounced dip in September.
  • From Oct 2024 to Sep 2025, the global baseline fell by 30.8%, driven largely by a sharp September decline.

Data availability and scope

  • Segment analyzed: Wine and Spirits in Germany (DE).
  • Selected time-series: No values provided; therefore, all statistics below refer to the global baseline and serve as directional context only.

Global baseline overview (directional benchmark)

  • Average: $47.82 across Oct 2024–Sep 2025.
  • High/Low: Peak at $53.89 in Feb 2025; trough at $32.29 in Sep 2025 (range of $21.60).
  • First-to-last change: Down 30.8% from $46.67 (Oct 2024) to $32.29 (Sep 2025).
  • Month-to-month volatility: Average absolute change of $3.25 (~7.0%).
  • Notable moves:
  • Nov to Dec: +19.3% (from $43.19 to $51.53), a clear holiday lift.
  • May to Jun: −7.9% (from $50.97 to $46.96).
  • Aug to Sep: −29.4% (from $45.69 to $32.29), the steepest monthly drop in the period.

Seasonality patterns

  • Q4 holiday impact: Costs accelerated into December (Oct–Dec average ~$47.13), reflecting competitive holiday demand.
  • Early-year highs: Q1 (Jan–Mar) averaged ~$52.94, the highest seasonal window, sustaining post-holiday competitiveness.
  • Summer softness: Jun–Aug averaged ~$46.29, indicating lighter auction pressure before a sharp September decline.

Comparison to the selected segment

  • Selected data for Wine and Spirits in Germany is unavailable for this period. As a result:
  • Relative positioning versus the market (above market, below average, or in line) cannot be assessed.
  • Seasonal alignment for Germany’s Wine and Spirits segment cannot be determined from the inputs.
  • The global baseline should be treated as a directional benchmark until segment-level data becomes available.

Understanding cost per purchase benchmarks on Facebook Ads in industry Wine and Spirits and Germany 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 Germany, 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.

Germany Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday
Apr 21Easter Monday
May 1Labour Day
May 29Ascension Day
Jun 9Whit Monday
Oct 3German Unity Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)

Potential Advertising Impact

Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.

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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