Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Wine and Spirits advertisers in India operated with markedly lower Facebook Ads CPCs than the global market, yet the local curve moved with sharper proportional swings. Costs sat in a tight low-cost band through Q2, dropped abruptly in July, then spiked in August before easing into September — a compact but vivid arc of volatility. 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 the observed period (February–September 2025), India’s Wine and Spirits CPC averaged $0.053 (about 5.3¢), starting at $0.011 in February (1.1¢) and ending at $0.071 in September (7.1¢). The low was February’s $0.011; the high landed in August at $0.106 (10.6¢). That nine-cent spread highlights how a low-cost market can still swing meaningfully in relative terms.
The rhythm through Q2 was steady: April–June clustered around 5–6¢, averaging $0.056. Movements were minimal from May to June (+$0.0003), signaling a brief plateau. The calm broke in July, when CPCs dropped to $0.015 (−$0.039 vs. June), then whipsawed higher in August to $0.106 (+$0.091 vs. July) before cooling to $0.071 in September (−$0.035 vs. August). On average, month-to-month changes measured $0.037, meaning the typical swing was roughly 69% of the period’s mean CPC — a choppy profile for such a low-cost market.
The data sketches a familiar seasonal outline in a local context: a stable Q2, a mid-summer reset, and a late-summer lift that doesn’t fully carry into September. Globally, costs were steadier during this stretch and typically intensify into Q4; in the broader benchmark, November 2025 marked the yearly high at $1.316, followed by a December cooldown to $1.052 and a lower opening in January 2026 ($0.846). India’s Wine and Spirits CPCs don’t extend into Q4 here, but the Q3 oscillation mirrors the period when competition often begins to stir.
Relative to the global benchmark, India’s Wine and Spirits CPCs were structurally lower throughout. Over the same months, the global average landed near $1.12, placing India roughly 95% below market. The gap narrowed at its tightest in August (about 91% below global levels) and widened most in February (about 99% below). While the global trend eased slightly from February to September (−3%), India’s curve rose off a very low base, ending September above its Q2 plateau. Volatility also diverged: the global CPC’s average monthly move was about $0.022 (near 2% of its average level), versus India’s $0.037 swing (about 69% of its mean), underscoring proportionally sharper fluctuations in a lower-cost environment.
In short, Facebook Ads CPC trends for Wine and Spirits in India show ultra-low country-specific ad costs versus the global benchmark, punctuated by a calm Q2, a July dip, and an August surge that eased into September. Understanding Facebook Ads cost-per-click benchmarks for the Wine and Spirits industry in India helps frame industry ad performance against global patterns and sets clear context for evaluating local CPC performance.
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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