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 countries, Wine and Spirits CPC trends tracked the global market but with sharper swings and a dramatic year-end reset. The category opened elevated in December 2024 at $1.51, eased into a mid-year corridor near $1.10, surged into November 2025, then fell to a cycle low of $0.56 in December. On average, Wine and Spirits CPCs landed at $1.10 over the period—about 4% below the all‑industry global benchmark of $1.14—yet the path was far more volatile than the market overall.
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 across all countries compared to the global benchmark.
Momentum ran in bursts. After a 30% pullback into January 2025, CPCs rebounded in February (+23% to $1.30), softened through April ($0.98), and rebuilt gradually into June ($1.13). July dipped to $0.91 before a late‑summer lift in August–September (around $1.20). Then came Q4 whiplash: a 26% slide in October ($0.89), a 52% spike in November ($1.35), and a 59% slide into December ($0.56).
The category showed a familiar rhythm with exaggerated amplitudes. Performance was firmer around key demand moments—late summer and early holiday—and softer in shoulder periods:
This pattern aligns with broader Facebook Ads benchmarks where competition typically lifts CPCs in late Q3 and Q4, though the December drop in Wine and Spirits was notably sharper than the all‑industry norm.
Compared to the global all‑industry baseline, Wine and Spirits averaged 3.8% lower CPCs ($1.10 vs. $1.14). The yearly market drifted down modestly (−12% from Dec 2024 to Dec 2025), while Wine and Spirits fell much more steeply (−63%), underscoring greater category-specific volatility.
The gap to global benchmarks fluctuated widely:
In short, the global trend was steady-to-soft, while Wine and Spirits was choppier with larger seasonal surges and resets.
These Facebook Ads benchmarks highlight CPC trends for the Wine and Spirits industry across all countries: an average CPC near $1.10, pronounced late‑summer firmness, and outsized Q4 volatility relative to the global benchmark. Understanding cost-per-click dynamics for Wine and Spirits globally helps marketers gauge industry ad performance and compare country-specific ad costs to broader market patterns.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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