Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
The clearest story in the data is a global one: median Facebook Ads CPC held near 1.14 across the period, easing through mid‑year before lifting sharply in November and settling lower in December. For Wine and Spirits in Denmark, this slice of the dataset contains no month-by-month values, so the comparison leans on the global benchmark to anchor expectations and seasonality. Volatility globally was modest overall, punctuated by a pronounced Q4 spike that stands out from an otherwise steady 2025.
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 Denmark compared to the global benchmark.
Across the timeline, the global median CPC averaged about 1.14. It opened at 1.27 in December 2024, started 2025 at 1.13, and finished December 2025 at 1.12 — essentially flat across 2025 (−0.5%) but down versus the previous December (−11.6%).
The lowest global month was September 2025 at 1.07, while November 2025 posted the high at 1.32. That puts the period’s range at roughly 0.26, or about 23% of the average. Month-to-month movement averaged 0.06 points, indicating modest volatility, with the largest swings clustered around late Q4: +0.22 from October to November, followed by −0.20 into December. By contrast, February through July saw very small step‑changes, often within one to two cents.
In short: a soft landing into late summer, a firm lift through October, a sharp cost peak in November, and a partial giveback in December — a familiar rhythm in Facebook Ads benchmarks for CPC trends.
The global pattern reflects typical paid social seasonality. Costs eased from March through September, with mid‑year CPCs in the 1.06–1.10 range. Performance typically softens through Q4 as competition rises, and the data shows that clearly: October ticked up to 1.11, November spiked to 1.32 (+16% versus the period average), then December cooled to 1.12. The first quarter sat in a narrow band (roughly 1.13–1.14), reflecting a stable re-entry after the holiday surge.
With no month-level readings for Wine and Spirits in Denmark in this extract, this global cadence offers a useful frame for interpreting country-specific ad costs within the category.
Because the dataset includes no monthly medians for Wine and Spirits in Denmark over this window, a direct country-versus-global gap cannot be quantified. The global benchmark, however, is clear: a median CPC around 1.14 across the period, a trough near 1.07 in September (about 6% below average), and a November peak near 1.32 (about 16% above average). The market was largely stable through most of 2025, with volatility clustered in late Q4. Any observed Denmark values, when available, would align against this anchor to indicate whether the country was running above market, below average, or simply tracking global CPC trends.
While this report centers on CPC, the shape of this curve is consistent with broader Facebook Ads benchmarks and often mirrors patterns seen in CPM analysis and CTR performance — steady mid‑year engagement and a competitive Q4 lift.
In the absence of reported monthly medians for Wine and Spirits in Denmark, the global Facebook Ads cost‑per‑click benchmark provides the best directional context: stable CPCs around 1.14 for most of 2025, a late‑year spike, and a modest December reset. Understanding CPC benchmarks for the Wine and Spirits industry in Denmark helps situate country-specific ad costs within global industry ad performance and compare trends to the broader 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 Denmark, 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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Christmas & Boxing Day (late Dec), Easter holidays (groceries, travel, tourism), Mother's Day and Valentine's Day
CPM and CPC could rise during Easter period due to travel-related campaigns. Late December ad competition might intensify in retail and hospitality. Whit Weekend might reduce weekday competition. Strict retail closures on holidays could drop competition, but pre-holiday CPMs may escalate.
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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