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 gentle easing in global Facebook Ads cost-per-click through most of 2025, followed by a late-year rebound. While we don’t have a month-by-month CPC series for Wine and Spirits in Israel in this window, the global benchmark maps a recognizable seasonal rhythm: high costs around late 2024, a softening through Q3 2025, and a renewed lift into November 2025. Volatility is modest overall, punctuated by two standout swings at the bookends of the period.
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 Israel compared to the global benchmark.
Globally, CPC begins at a peak of $1.46 in November 2024 and ends at $1.21 in November 2025, a year-over-year decline of roughly 17%. The full-period average is $1.15, with values ranging from a low of $1.04 in September 2025 to the November 2024 high—about +27% above the average at the top and −10% below it at the trough.
The path between those endpoints is a deliberate glide lower. After a step down from $1.46 in November to $1.28 in December 2024, CPC settles into a narrow band through early 2025: February to May sits within a penny-wide corridor around $1.13. The next notable move arrives in June at $1.07, continuing into Q3 where the series bottoms in September at $1.04. October ticks slightly higher to $1.05 before a sharp November rebound to $1.21. Month-to-month volatility averages about $0.06, with the largest moves occurring in November–December 2024 (−$0.18) and October–November 2025 (+$0.16). Outside those bookends, monthly changes typically sit in the $0.01–$0.05 range.
The pattern reflects familiar auction seasonality. Costs are elevated heading into late Q4 2024, then reset into Q1 2025 where CPC stabilizes. Q2 softens further, and Q3 marks the period’s trough, often a quieter stretch for many categories. As the market transitions back into Q4 2025, CPC lifts—first modestly in October, then decisively in November—consistent with rising competition and holiday-driven demand. For context, Q1 2025 averages about $1.14, Q2 steps down to roughly $1.11, and Q3 reaches the low-water mark near $1.07 before the Q4 bounce.
For Wine and Spirits in Israel, there isn’t a sufficient in-period time series to quantify gaps versus the global benchmark or to assess relative “above market” or “below average” positioning month by month. Using the worldwide curve as a directional reference, CPC across the period would have been anchored around the $1.15 global average, dipping toward $1.04 at the September low and climbing back above $1.20 in November. The nine‑month slide from December 2024 to September 2025 (−19%) and the subsequent late‑year rebound define the overarching global momentum.
In sum, Facebook Ads benchmarks for cost-per-click show a mid‑2025 trough and a Q4 recovery, offering a clear backdrop for understanding country-specific ad costs and industry ad performance. Even without a local series, this provides a directional read on CPC trends for the Wine and Spirits category in Israel relative to global patterns. Understanding Facebook Ads cost-per-click benchmarks for Wine and Spirits in Israel helps marketers interpret CPC performance against worldwide trends.
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 Israel, 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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Passover (April), Sukkot and Fall holidays (Sept–Oct), Hanukkah (December)
CPM and CPC might rise during Passover as consumers prepare homes and plan meals. Fall holiday cluster may see media consumption fluctuate—consumers often offline during holidays, but prior week advertising demand may peak. Yom HaAtzmaut might spark tourism and leisure engagement. Hanukkah could drive e‑commerce CPMs for toys and electronics.
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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