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

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 India

October 2024 - October 2025

Insights

Detailed observation of presented data

Main takeaways

  • No in-market data was available for Wine and Spirits in India during the stated period, so this summary benchmarks against the global trend only; a direct comparison is not possible.
  • Globally, median cost-per-purchase averaged 47.82 over Oct 2024–Sep 2025, peaking at 53.89 in Feb 2025 and bottoming at 32.29 in Sep 2025.
  • Clear seasonality appears: costs rose into December (+19.31% vs November), stayed elevated through Q1, then eased into summer before a sharp September dip (-29.34% vs August).
  • Overall, the global series fell 30.82% from Oct 2024 to Sep 2025, with an average absolute month-to-month move of 6.98%, indicating moderate volatility with notable late‑summer compression.

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

Scope and data coverage

  • Metric: cost-per-purchase (median, monthly).
  • Industry: Wine and Spirits.
  • Country: India.
  • Selected series: no observations provided for the period.
  • Baseline: global series from 2024-10 to 2025-09.

Selected series (Wine and Spirits, India)

  • Data availability: none provided. As a result, averages, highs/lows, and month-to-month changes cannot be calculated for the selected market.

Global baseline overview

  • Average (Oct 2024–Sep 2025): 47.82.
  • High: 53.89 in Feb 2025.
  • Low: 32.29 in Sep 2025.
  • First-to-last change: from 46.67 in Oct 2024 to 32.29 in Sep 2025, a decline of 30.82%.
  • Range: 21.60 between the period high and low.

Seasonality and volatility

  • Q4 uplift: After softening in November (43.19), December climbed to 51.53 (+19.31% MoM), aligning with typical holiday pressure in late Q4.
  • Q1 strength: January–March remained elevated (Jan 52.31, Feb 53.89, Mar 52.61), with the quarterly average at roughly 52.94.
  • Gradual easing: April–August trended lower (Apr 51.57 to Aug 45.69), punctuated by a mid-year step-down in June (-7.87% vs May).
  • Sharp late-summer dip: September dropped to 32.29, down 29.34% from August.
  • Volatility: average absolute month-to-month change was 6.98%, with the largest monthly moves in December (+19.31%) and September (-29.34%).

Relative positioning vs. global baseline

  • Because no selected series data is available for Wine and Spirits in India, relative positioning (above market, below average, or in line) cannot be determined for this period.
  • The global baseline provides the directional reference: elevated costs in Q4 and Q1, followed by a broad softening into late summer and a pronounced September trough.

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

India Advertising Landscape

National Holidays

Jan 26Republic Day
Mar 14Holi
Apr 18Good Friday
May 1Labour Day
Aug 15Independence Day
Oct 2Mahatma Gandhi Jayanti
Oct 21Diwali
Dec 25Christmas Day

Key Shopping Season

October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)

Potential Advertising Impact

CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.

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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