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Facebook Ads Cost Per Purchase Benchmarks for Wine and Spirits in South Africa

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 South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks: cost per purchase

This analysis looks at cost per purchase trends for industry Wine and Spirits and target country South Africa 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

  • Data availability: no monthly observations were provided for Wine and Spirits in South Africa during the period, so segment-level comparisons cannot be quantified.
  • Global baseline averaged 47.82 per purchase across the last 12 months, peaking in February 2025 (53.89) and bottoming in September 2025 (32.29).
  • The baseline shows typical seasonal pressure in late Q4 into Q1, with a clear uptick from November to December and a high in February, followed by a steady easing through mid-year and a sharp dip in September.
  • Volatility in the baseline was moderate overall, with an average month-to-month move of about 3.25 (≈6.8% of the mean), punctuated by a notable drop in September.

Scope and context

  • Metric: cost per purchase (monthly median values).
  • Segment selected: Wine and Spirits, South Africa. No monthly values available in the input for the selected segment.
  • Baseline: global benchmark time series used for directional comparison.

Global baseline trend for cost per purchase

  • Overall average: 47.82 per purchase.
  • High: 53.89 in February 2025.
  • Low: 32.29 in September 2025.
  • Change from first to last month: from 46.67 in October 2024 to 32.29 in September 2025, down 30.8%.
  • Month-to-month dynamics:
  • Largest increase: +8.34 from November to December 2024 (+19.3%).
  • Largest decrease: −13.40 from August to September 2025 (−29.3%).
  • Average absolute monthly change: ~3.25.
  • Seasonality:
  • Q4 holiday impact visible: costs lifted from November to December.
  • Extended peak carries into Q1, with the highest value in February.
  • Gradual normalization from March through August, then an outsized dip in September.

Comparison: Wine and Spirits in South Africa vs. global baseline

  • Relative positioning (above market/below average/in line) cannot be determined due to the absence of monthly data for the selected segment.
  • Directionally, marketers in Wine and Spirits targeting South Africa should note the global pattern: elevated costs around December–February and easing into mid-year, with atypical weakness in September in the latest cycle.

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

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

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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