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: Facebook Ads cost-per-click eased through much of the year before surging in November and then resetting to a low in December. For Wine and Spirits in Italy, our dataset did not register enough monthly volume to produce a reliable country-level time series, so the comparison to the global benchmark is directional rather than head-to-head. Even so, the global pattern provides a useful yardstick for country-specific ad costs in this category.
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 Italy compared to the global benchmark.
Across the global benchmark, CPC trends opened at $1.28 in December 2024 and closed at $1.05 in December 2025, a year-over-year decline of about 18%. The median CPC averaged $1.13 over the 13-month window, with a low of $1.05 (December 2025) and a high of $1.30 (November 2025). Month-to-month volatility averaged roughly $0.07, with the steepest movements clustered in Q4.
Early 2025 brought a swift -13% drop from December to January ($1.12), followed by a calm February–May plateau around $1.13–$1.14. Costs softened into mid-year, touching $1.08–$1.07 in June and July, then nudged up in August ($1.10) before dipping in September ($1.07). The rhythm shifted in October with a moderate lift ($1.10) and then a pronounced November spike to the annual peak (+18% month over month), ending with a sharp December reset (-19% month over month) to the annual low.
Seasonality is visible in the benchmark’s cadence. After the Q1 trough, CPCs steadied through late spring, then drifted lower into the summer lull. Q4 competition typically intensifies, and the data reflects that: a build in October, a pronounced November peak, and a pullback in December as advertising pressure eases and engagement patterns change. In practical terms, the year traced a gentle arc—soft first half, subdued summer, and a sharp Q4 crescendo before a year-end reset.
Because Wine and Spirits in Italy did not meet our minimum sample thresholds for a monthly series, the exact gap versus global levels cannot be quantified in this period. The global benchmark nonetheless frames the context: a median CPC of $1.13, a typical range between $1.05 and $1.30, and average month-to-month movement of about $0.07. Any observed Italy CPCs within this band would track “market” conditions; persistent deviations would signal above-market or below-average CPCs relative to the global trend.
Understanding Facebook Ads benchmarks for cost-per-click helps put industry ad performance in context when country samples are thin. The global CPC trendline—soft mid-year, a November peak, and a December low—offers a pragmatic reference for evaluating CPC trends in Wine and Spirits in Italy alongside broader Facebook Ads benchmarks and country-specific ad costs.
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 Italy, 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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Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)
CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.
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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