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

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 Philippines

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost per purchase trends for industry Wine and Spirits and target country Philippines compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • No time-series data is available for Wine and Spirits in the Philippines for the period provided, so comparisons to the global baseline cannot be computed. The global series therefore serves as the directional benchmark.
  • Globally, average cost per purchase over Oct 2024–Sep 2025 is $47.82, with a high of $53.89 (Feb 2025) and a low of $32.29 (Sep 2025).
  • The period ends down 30.8% from October 2024 to September 2025. Volatility is moderate on average (about $3.25 month-to-month), punctuated by a sharp September drop.
  • Seasonal pattern is evident: costs rise into December and peak in Q1, ease through summer, then fall sharply in September.

Coverage and framing

  • Segment selected: Wine and Spirits, Philippines.
  • Selected data: no observations available for the period, so no segment-level averages, highs/lows, or volatility can be reported.
  • Baseline used: global, all industries and all countries.

Global baseline highlights (cost per purchase)

  • Average (Oct 2024–Sep 2025): $47.82
  • High: $53.89 in Feb 2025 (about 13% above the period average)
  • Low: $32.29 in Sep 2025 (about 32% below the period average)
  • Range: $21.60 across the period
  • First-to-last change: from $46.67 (Oct 2024) to $32.29 (Sep 2025), a decrease of 30.8%

Notable monthly movements:

  • Nov 2024 dipped by $3.48 vs. Oct 2024
  • Dec 2024 spiked by $8.34 vs. Nov 2024
  • Jun 2025 fell by $4.01 vs. May 2025
  • Sep 2025 dropped sharply by $13.40 vs. Aug 2025
  • Average month-to-month absolute change: $3.25 (~6.8% of the period average)

Seasonality and trend notes

  • Q4/Q1 pattern: After a November dip, December rises strongly, and costs peak in February—consistent with higher demand around holidays and early-year optimization.
  • Mid-year stabilization: March through August shows gradual easing and relatively lower month-to-month swings.
  • Late Q3 correction: A pronounced pullback arrives in September, marking the period low.

Comparison to the selected segment

  • Due to the absence of time-series data for Wine and Spirits in the Philippines, relative positioning versus the global benchmark (above market, below average, or in line) cannot be determined for this period.
  • The global series should be treated as the directional benchmark until sufficient country- and industry-specific observations become available.

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

Philippines Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 29Chinese New Year
Apr 9Day of Valor
Apr 17Maundy Thursday
Apr 18Good Friday
Apr 19Black Saturday
May 1Labour Day
Jun 6Eid'l Adha
Jun 12Independence Day
Aug 21Ninoy Aquino Day
Aug 25National Heroes Day
Nov 1All Saints' Day
Nov 30Bonifacio Day
Dec 8Immaculate Conception
Dec 24Christmas Eve
Dec 25Christmas Day
Dec 30Rizal Day
Dec 31New Year's Eve

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas and Rizal Day), June–August (Independence Day and National Heroes Day), Chinese New Year (January) and Eid observances

Potential Advertising Impact

CPM and CPC might rise around Chinese New Year, Eid, and Independence Day for food, gifts, and travel categories. Late November–December retail campaigns see strong competition and elevated CPMs. Long weekend holidays could reduce weekday ad inventory while weekend awareness campaigns benefit from higher media consumption.

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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