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September 2025 - August 2026
Benchmark observations based on the selected data
Wine and Spirits cost-per-click (CPC) in All countries available ran below the global benchmark for most of the 13-month window, but with pronounced swings and a few stark outliers. The category lifted into late 2025, softened across early 2026, then staged a volatile rebound before collapsing in July 2026. 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 All countries available compared to the global benchmark.
CPC for Wine and Spirits started at about $0.90 in July 2025 and finished at just $0.06 in July 2026 — bookending a highly uneven year. The median CPC for the category across the period was roughly $0.83, versus a global baseline median near $1.04 (about 20% lower on average). The monthly high came in November 2025 at $1.19, with other peaks around $1.15 (December) and $1.08 (August). The low points were extreme: April 2026 at $0.42 and an outlier collapse in July 2026 to $0.059.
Momentum reads as a lift into Q4 2025 (peak in November), a decline through Q1 2026 (notable troughs in February and April), a rebound into June, and then a dramatic drop in July 2026. Month-to-month absolute changes averaged about $0.30 — a magnitude that signals large swings in buy-side price pressure and demand for Wine and Spirits inventory.
The rhythm shows a familiar Q4 uptick: CPCs climbed into November and held elevated levels through December. January eased, and February through April displayed softer pricing, with April marking one of the deepest troughs outside the final-month outlier. May and June saw a recovery toward $1.02 before the category’s July 2026 collapse to near-zero CPC. These moves line up with heavier competition and holiday season lift into Q4, followed by a quieter early-year period and then mid-year volatility.
Compared to the baseline, Wine and Spirits CPCs were generally below market. The gap varied from nearly parity in August 2025 (only ~0.4% below baseline) to much wider deficits: February 2026 (~44% below), April 2026 (~61% below), and the extreme July 2026 divergence (~92% below baseline). Only December 2025 showed Wine and Spirits above the global median (+14% vs baseline). Volatility for Wine and Spirits was roughly three times the baseline’s month-to-month movement (≈$0.30 vs ≈$0.10), signaling a more choppy, less predictable CPC environment within this industry.
Understanding cost-per-click benchmarks for Wine and Spirits in All countries available provides a clear view of category-level CPC trends and how they compare to global Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, and broader country-specific ad costs and industry ad performance.
Facebook advertising cost benchmarks
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. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPC values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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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).
CPC varies by region, industry, and campaign objective. Use the filters to compare benchmarks that match your campaign. The US is one of the more expensive markets.
Audience targeting, industry competition, ad relevance score, and creative performance affect CPC. Low engagement or relevance can increase CPC.
CPC can increase with more competition in your target audience, seasonal trends such as holidays, lower ad relevance scores, or algorithm changes. Check whether your audience is too narrow or your creative is showing fatigue.
Mobile CPCs often run lower than desktop CPCs because there is more mobile inventory. Segment performance by placement to see where clicks come from.
For most businesses, conversion optimization produces better ROI than CPC alone. CPC optimization can suit awareness campaigns or content promotion when clicks are the goal.
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 because of purchase intent and advertiser competition. Results also depend on the audience and creative.
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