Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
The clearest story in the data is a long, gentle descent in Facebook Ads cost-per-click through most of the year, followed by a late-year lift. The global benchmark for CPC steps down from a holiday-inflated peak in November 2024, bottoms out toward late summer 2025, and tightens again into November. Volatility is modest, with sharp moments at the bookends. 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 France compared to the global benchmark.
Note: The current window contains limited visible monthly observations for Wine and Spirits in France, so the narrative below uses the global benchmark as the directional yardstick for category expectations and seasonality.
Across November 2024 to November 2025, the global median CPC averaged roughly $1.15. It started at $1.46 in November 2024—this period’s high—fell to $1.28 in December, and slid further into Q1 2025 at about $1.14. The low came in September 2025 at $1.04, before a climb to $1.05 in October and $1.21 in November 2025.
Seasonality is visible in the rhythm:
Country-specific CPCs for Wine and Spirits in France are not visible for this window, so direct “above market” or “below average” comparisons by month are not quantified here. The global curve, however, provides a relevant backdrop: a step-down from late 2024 highs, relatively low costs through summer 2025, and a notable November lift. That pattern aligns with typical Western European cycles where Q4 brings tighter auctions, offering a useful directional benchmark when assessing country-specific ad costs and industry ad performance for Wine and Spirits in France.
Grounded in Facebook Ads benchmarks, these CPC trends highlight a year where costs eased from holiday highs, troughed in late summer, and tightened again into November. Understanding cost-per-click benchmarks for the Wine and Spirits industry in France—set against the global pattern—helps contextualize country-specific ad costs and category dynamics over the seasonal cycle.
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 France, 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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Late November (Black Friday/Cyber Monday), December (Christmas & post‑Christmas sales), May–June (spring sales)
CPM and CPC might increase during spring holidays when leisure and travel campaigns see higher engagement. Extended 'ponts' (bridge days) in May could create long weekends with lower weekday ad inventory. Late November and December feature steep increases in ad competition. Christmas season may drive peak ad volumes.
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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