Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Canada’s Wine and Spirits market posted distinctly lower Facebook Ads cost-per-click (CPC) levels than the global benchmark through summer 2025, with a clear downtrend and sharper monthly swings. CPCs eased from early summer into August, creating a widening gap versus the global median, which dipped slightly mid-year but remained comparatively stable. 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 Canada compared to the global benchmark.
Across June–August 2025, Canada’s Wine and Spirits CPC averaged 0.38, beginning at 0.425 in June, sliding to 0.402 in July (−5% month over month), and falling further to 0.307 in August (−24% MoM). The period high was June (0.425); the low arrived in August (0.307), marking a 28% decline from the summer peak to trough. Average month-to-month movement was 0.06 points, equivalent to roughly 16% of the period average, signaling noticeable volatility for a three-month window.
Against the global benchmark for the same months, Canada tracked materially lower. The global CPC averaged about 1.08 from June to August, while Canada held near 0.38—roughly 65% below market levels. The gap was narrowest in June (about 61% below global) and widest in August (about 72% below), as the local decline accelerated while global CPCs edged up in late summer.
The Canadian series shows a steady softening through the summer: a modest June-to-July step down, followed by a pronounced August dip. This pattern contrasts with the broader seasonal rhythm often seen in the global market, where CPCs commonly ease into Q3 before rising in Q4 as competition intensifies. Globally in 2025, CPCs hovered in a tight band through mid-year, found a trough in September, and then climbed into November, a typical late-year lift.
Relative performance and momentum diverged. From June to July, the global CPC slipped marginally (−0.4%) while Canada fell −5%. In July to August, the global median rose +2.5%, whereas Canada declined a further −24%. Volatility also differed: Canada’s average absolute month-over-month change over the period was about 0.06 points, nearly four times the global change of roughly 0.02 to 0.015 points for the same months.
Looking across 2025 to date, the global CPC averaged around 1.12, ranged from a low near 1.06 in September to a high of 1.31 in November, and showed a pronounced Q4 lift of roughly 23% from the September trough to the November peak. By contrast, the Canadian Wine and Spirits snapshot captures a concentrated summer downswing at materially lower absolute CPC levels.
Taken together, these Facebook Ads benchmarks highlight clear CPC trends: Wine and Spirits in Canada ran well below the global market with steeper summer softness and higher relative volatility. Understanding CPC performance and country-specific ad costs in this category helps situate industry ad performance within broader CPM analysis and CTR performance contexts. This summary reinforces Facebook Ads CPC benchmarks for the Wine and Spirits industry in Canada compared to the global baseline.
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 Canada, 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.
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 November (Black Friday and Cyber Monday), December (holiday shopping, Boxing Day), Back-to-school (August-September), Mother's Day (May)
CPM might increase during Canada Day, Labour Day, and Thanksgiving. Black Friday and Cyber Monday see heightened e‑commerce bidding. December holiday period may spike ad costs. Back-to-school and Mother's Day drive retail competition. Provincial holidays might alter weekday inventory availability.
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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