Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Facebook Ads benchmarks for cost-per-click (CPC) showed a measured climb through most of 2025, a pronounced spike in November, and a sharp reset into December and early 2026. That rhythm—steady through three quarters, then a Q4 surge—frames the global market. For Wine and Spirits in Colombia, there are no in-market CPC medians captured in this window, so the global series serves as the directional reference point. Volatility was mild for much of the year before intensifying around peak retail weeks, with November standing out for the highest costs and January 2026 for the lowest.
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, CPC opened at roughly $1.12 in January 2025 and finished at about $0.85 in January 2026—an overall decline of about 25% from start to end. Across the 13-month span, median CPC averaged $1.11. The high point was November 2025 at $1.32, while the low arrived two months later in January 2026 at $0.85, setting a range of roughly $0.47 around the mean.
Month to month, the market was calm through October: January–October hovered within a tight $0.06 band, largely between $1.09 and $1.15. Average absolute monthly movement was about $0.07—around 6–7% of the mean—until Q4 when swings grew pronounced. The largest single-month lift came in October to November (+$0.19, about +17%), followed by the steepest drops from November to December (−$0.26, about −20%) and again into January 2026 (−$0.21, about −20%). The mid-year trough ran July to September in the $1.09–$1.13 range, with a brief August rebound.
The pattern lines up with familiar auction pressures: a gentle Q1 lift, mixed Q2, softer Q3, and the most expensive moment in November before costs receded into late Q4 and early Q1. Quarterly averages underscore that cadence: Q1 and Q2 sat near $1.13, Q3 eased to roughly $1.11, and Q4 rose to about $1.16 despite December’s pullback, owing to November’s peak. The transition from the November high to the December–January low represented a rapid two-step reset of about 36% across those two months combined, highlighting the intensity and brevity of the late-year spike.
The dataset does not include monthly CPC medians for Wine and Spirits in Colombia during this period, so a direct gap-to-benchmark view isn’t quantifiable. Using the global benchmark as a yardstick, a market tracking at parity would have seen average CPCs near $1.11 in 2025, with costs peaking around $1.32 in November and bottoming near $0.85 by January 2026. While CPC trends are the focus here, related indicators such as CPM analysis and CTR performance often reflect similar Q4 dynamics in competitive auction environments; country-specific ad costs typically mirror, but don’t always match, this global seasonality.
Understanding Facebook Ads cost-per-click benchmarks for the Wine and Spirits industry in Colombia—anchored to the global trend—helps contextualize industry ad performance and country-specific ad costs relative to worldwide 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. 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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