Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Wine and Spirits advertising in Colombia isn’t represented in the latest cut of platform data, so the clearest signal comes from the global Facebook Ads CPC benchmark. The worldwide pattern over the past year shows a steady easing in cost-per-click, punctuated by a sharp early-Q4 spike and a late-year slide. Volatility is modest overall, with a few standout months where costs moved quickly in either direction.
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 Colombia compared to the global benchmark.
Globally, Facebook Ads CPC for all industries trended down from a high of $1.45 in November 2024 to $0.95 by November 2025, a 34% year-over-year decrease. Across the full period (Nov 2024–Nov 2025), the median CPC averaged about $1.12, with a range of roughly 50 cents between the high and the low.
The opening months carried the steepest declines: from November to December 2024, CPC fell about 12%, followed by another 11% drop into January. After that reset, pricing settled into a tighter band. Q1 2025 hovered near $1.13, then eased into early summer, bottoming at $1.06 in June. A midsummer lift pushed CPCs to $1.08 in August before a September dip to $1.04 and a brief October rebound to $1.06. The year closed with the most pronounced monthly drop since early Q4 2024, sliding 10% from October to November to land at $0.95.
Month-to-month volatility averaged about $0.05 (roughly 4–5% of the period’s mean), signaling generally stable pricing after the early reset. From January to November 2025, CPCs declined about 16%, a gentler slope than the full Nov-to-Nov comparison suggests.
The data describes a recognizable rhythm for social ad costs: a peak entering Q4 2024, a quick deflation into December and January, and a calmer run through spring. Early summer softened further, a small summer rebound arrived in August, and late Q3/early Q4 brought a brief uptick before a marked November cooldown. That pattern aligns with typical auction dynamics where competition intensifies around key retail moments and then recedes.
No in-market CPC readings were captured for Wine and Spirits in Colombia during this window, so a direct comparison to the global benchmark isn’t available. Directionally, the worldwide curve signals a market that reset lower after an early Q4 peak, found stability in Q1–Q2, and then drifted down into late Q3 and November. Against that backdrop, any country-specific ad costs in Colombia would be evaluated relative to an average global CPC of $1.12, a high of $1.45 (Nov 2024), and a low of $0.95 (Nov 2025), with typical month-to-month moves of about five cents.
While Colombia-specific figures are not present, these Facebook Ads benchmarks outline the CPC trends shaping Wine and Spirits globally: a high in November 2024, steady mid-year moderation, and a softer finish into November 2025. Understanding cost-per-click dynamics for Wine and Spirits in Colombia—anchored to the global benchmark—helps contextualize country-specific ad costs alongside broader CPC trends, CPM analysis themes, and CTR performance patterns observed across the market.
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 Colombia, 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/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)
CPM and CPC might increase during long weekends and holidays like Independence Day due to heightened leisure media consumption. Major e‑commerce events could result in sharp spikes in retail competition. June holidays could disrupt typical ad pacing. Many holidays shifted to Mondays make weekend campaigns perform 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.
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