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 main story is clear: cost-per-click for Wine and Spirits on Facebook Ads in India runs dramatically below the global benchmark, yet it moves with far sharper relative swings. From an ultra-low base in December 2024, CPCs lift into spring, reset mid-summer, then spike in August before easing in September. Against a global market that drifted modestly downward over the same window, India’s pattern is more dynamic and uneven, with standout months in April, July, and August.
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 India compared to the global benchmark.
Across eight observed months, Facebook Ads CPC for Wine and Spirits in India averaged $0.047, ranging from a low of $0.006 in December 2024 to a high of $0.106 in August 2025—a 16x span. CPC opened at $0.006 in December 2024 and ended at $0.071 in September 2025, an increase of about 1,013% across the period.
Monthly rhythm was choppy:
Volatility in India averaged a $0.032 absolute move between observed months. That’s small in dollars, but large relative to the local mean (about 68% of average CPC), underscoring a market with big percentage swings.
The baseline shows higher CPCs in late Q4 and a gentle easing into mid-year—typical of rising competition later in the year and softer costs earlier on. India’s Wine and Spirits CPCs, while far lower in absolute terms, present a different cadence: a spring lift (April peak near $0.060), stability into June, a July trough, and a late-summer spike in August followed by a measured September retreat. Q2 (April–June) averaged roughly $0.056, while Q3 (July–September) rose to about $0.064 on the back of August’s high.
Compared to the global benchmark for the same months, India’s CPC averaged $0.047 versus $1.13 globally—about 96% lower. The gap persisted throughout:
Trendlines diverged. Globally, CPCs eased from $1.28 in December 2024 to $1.07–$1.14 across mid-2025, ending September at $1.07 (about −17% from December). India moved the other way, climbing from $0.006 to $0.071 over the same span. Baseline volatility averaged a $0.044 month-to-month shift (about 4% of the global mean), making India more volatile in relative terms despite far lower country-specific ad costs.
Understanding Facebook Ads benchmarks for cost per click in the Wine and Spirits industry in India highlights CPC trends that are exceptionally low versus global levels but far more variable month to month. This country-specific ad performance view helps contextualize CPC analysis for Wine and Spirits in India against the broader global 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 India, 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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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Cost per thousand impressions across different markets
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