Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Wine and Spirits advertising spent most of the year moving near the broader market, then broke sharply lower at the turn of the year. Across all countries, median Facebook Ads CPC for Wine and Spirits oscillated between bargain periods and brief spikes, peaking in November before dropping hard into January — a steeper arc than the global benchmark. Volatility was the defining trait: wide swings from midsummer softness to a pronounced Q4 surge and a sharp Q1 reset.
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.
Across Jan 2025–Jan 2026, Wine and Spirits CPC averaged roughly $1.02, below the $1.11 global average. The period opened at $1.07 in January 2025 and closed at $0.41 in January 2026 — a 62% decline end to end. The high came in November 2025 at $1.31; the low, January 2026 at $0.41, a more than 3.2x swing peak to trough. For context, the global series peaked similarly in November ($1.32) but bottomed at a much higher $0.85 in January, a tighter 1.6x range.
Monthly movement was choppy. After a solid lift in February ($1.31), CPC cooled in spring (April–May at $0.97–$1.04), bounced into early summer ($1.14 in June), dipped to a July trough ($0.93), and climbed into September ($1.19). October marked a sharp step down to $0.84, followed by the annual high in November ($1.31), then a fast reset to $0.80 in December and $0.41 in January. Average absolute month‑to‑month change was $0.25 for Wine and Spirits, materially more turbulent than the global benchmark’s $0.07.
Over the 2025 calendar year (Jan–Dec), Wine and Spirits averaged $1.07 — almost on par with the global $1.06 — before the January 2026 slide pulled the full‑period average below market.
The rhythm followed familiar auction pressures but with sharper inflections. Q2 eased from the early‑year lift, Q3 recovered from a July lull into a September high, and Q4 showed a pronounced spike centered on November — a period when competition typically intensifies. Notably, October was atypically soft for Wine and Spirits, coming in well below both September and the global series before the November rebound. The largest single‑month shifts clustered late in the year: October to November jumped +56%, then November to December fell −39%, followed by a further −51% into January.
Relative to the global benchmark, Wine and Spirits hovered near parity through most of 2025 but was more volatile month to month. It ran above market in February (+16%), June (+3%), and September (+9%), matched the market in November (−0.3%), and trailed in most other months — notably October (−25%), December (−24%), and January 2026 (−52%). Across the full period, Wine and Spirits CPC averaged about 8% below the global benchmark, with roughly 3.4x higher monthly volatility.
In summary, Facebook Ads CPC trends for the Wine and Spirits industry across all countries showed near‑market costs for most of 2025, a pronounced November high, and a sharper‑than‑average correction into early 2026. Understanding these Facebook Ads benchmarks for Wine and Spirits across all countries helps teams assess country‑agnostic ad costs and compare industry ad performance to global CPC 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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
See how much it costs to get users to install an app