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 advertisers in Australia posted a rollercoaster CPC profile across the observed 2025 months. Costs spiked sharply in February (around $2.04 per click), plunged to a low in March ($0.13), stayed muted in June ($0.29), and partially rebounded by October ($0.87). Against the global benchmark, Australia averaged roughly 25% lower CPCs across these observed months, but the swings were far more pronounced than the steady global rhythm. 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 Australia compared to the global benchmark.
Across the four observed months in 2025, Facebook Ads CPC for Wine and Spirits in Australia averaged $0.83, with a high of $2.04 in February and a low of $0.13 in March. The median sat near $0.58, highlighting the outsized pull of February’s spike. The range across the period was wide—about $1.91.
Momentum was choppy. From February to March, CPC fell by roughly $1.91; from March to June it edged up about $0.16; and from June to October it climbed another $0.58. That translates to an average interval-to-interval swing near $0.89—substantially larger than the global benchmark’s typical month-to-month move.
By comparison, the global Wine and Spirits benchmark in 2025 averaged around $1.12 across the year, and about $1.11 in the months overlapping with Australia’s observations (February, March, June, October). Globally, CPCs stayed within a tighter corridor (roughly $1.05–$1.30), with November marking the annual high.
The selected months for Australia suggest an atypical rhythm relative to the broader market. Early Q1 opened costly (February), followed by an abrupt March trough and a subdued midyear. October showed a partial recovery but remained below the global level for that month. Globally, CPCs eased into midyear lows (June–September near $1.07–$1.10), then firmed into Q4, peaking in November ($1.30) before easing in December ($1.05). The Australian series, while limited to four points, traces a more dramatic arc than the global pattern and does not mirror the late-year inflation seen worldwide.
Across the same months, Australia’s CPC undercut the global benchmark on average by about 25% ($0.83 vs. $1.11). Yet month by month, the gap shifted direction and size:
At its narrowest, the gap in October was ~21% below the global level; at its widest, March ran ~89% below. The observed interval-to-interval volatility (~$0.89) was markedly higher than the global market’s average monthly change (~$0.06), underscoring a more erratic CPC pattern for Wine and Spirits in Australia over the months captured.
In sum, Facebook Ads CPC benchmarks for Wine and Spirits in Australia show a lower average cost than the global market but with sharper swings—an early spike, a rapid fall, and a modest Q4 lift. Understanding CPC trends and country-specific ad costs helps contextualize industry ad performance and compare Australian CPC dynamics to global CPM analysis, CTR performance, and broader Facebook Ads benchmarks for Wine and Spirits worldwide.
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. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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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Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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.
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