Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all available countries, Wine and Spirits CPC trends tell a story of sharp normalization after a costly 2024 holiday peak, followed by a choppy but lower-cost 2025. The category averaged $1.19 per click over the period, slightly above the $1.15 global all‑industry benchmark, but with far greater swings. The standout high came in November 2024 at $2.18, while the low hit in October 2025 at $0.84, before a modest rebound into November 2025. That path contrasts with the steadier global baseline, which stayed mostly in a tight $1.05–$1.27 band.
This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
This analysis explores ad performance trends for Wine and Spirits in all countries compared to the global benchmark.
The period opens at $2.18 CPC in November 2024 and closes at $0.96 in November 2025, a 56% YoY decline. Across the 13 months, Wine and Spirits CPC averaged $1.19, ranging from the $0.84 trough in October 2025 to the $2.18 spike in November 2024. The most dramatic month‑to‑month moves were a 31% drop from November to December 2024, a near 30% fall from September to October 2025, and a late‑summer lift of 28% from July to August 2025. Average absolute monthly volatility was $0.23, roughly 4x the global benchmark’s $0.06.
Within 2025, the rhythm was distinctly sawtoothed: a January low at $1.06, a February rebound to $1.30, another easing into April at $0.98, and a steady climb into late summer ($1.18–$1.20 in August–September) before the October reset. The partial recovery in November to $0.96 kept CPCs below the annual average yet above the October trough.
Seasonality is visible but unconventional. Q4 2024 carried premium costs (November $2.18, December $1.51), consistent with higher holiday competition. Early Q1 typically softens, and January 2025 did mark the local trough for that quarter ($1.06) with a February rebound. Spring was softer, with April dipping just under $1.00. Late summer showed renewed strength as CPCs climbed to nearly $1.20 in August and September. Q4 2025 diverged from the classic pattern: instead of a steady rise, CPCs broke lower in October ($0.84) and only partially recovered by November ($0.96).
Against the global all‑industry baseline, Wine and Spirits was slightly more expensive on average (+3%) but far more volatile. The category sat notably above market during late 2024 (+52% in November, +18% in December). Through 2025, positioning oscillated: below market in January (−6%), March (−3%), April (−13%), May (−5%), and July (−14%); above market in February (+14%), June (+6%), August (+8%), and September (+14%). The widest positive gap was +52% in November 2024; the widest negative gap was −24% in November 2025. The narrowest gap occurred in March 2025 (roughly 3% below global), highlighting periods when category and market moved closely together.
Meanwhile, the global benchmark’s CPC range was comparatively contained ($1.05–$1.44), and monthly moves were modest, reinforcing how category‑specific dynamics shaped Wine and Spirits costs across countries.
In sum, these Facebook Ads benchmarks show Wine and Spirits CPCs across all countries averaging $1.19, peaking in November 2024 and bottoming in October 2025, with volatility well above the global norm. Understanding CPC trends for Wine and Spirits across all countries helps marketers interpret country‑specific ad costs within a global context and compare category performance to broader market baselines.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. In the Wine and Spirits industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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.
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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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.
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CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
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Cost per lead across different markets
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