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 in the Philippines shows no recorded monthly medians in this cut, so there’s no direct, country-level time series to chart. The global Facebook Ads benchmark for CPC, however, tells a clear story: a calm year for most months, a sharp Q4 surge, then a fast reset into January. Volatility was muted until late in the year, with November standing out as the high-water mark and January 2026 as the trough.
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 the Philippines compared to the global benchmark.
Across the global baseline, CPC averaged about $1.11 from January 2025 through January 2026, starting near $1.12 in January 2025 and ending at $0.85 in January 2026 (a 25% decline from the prior January). The annual 2025 average landed slightly higher at roughly $1.13. The high point arrived in November 2025 at $1.32, while the low was January 2026 at $0.85.
For most of 2025, the market moved within a narrow band. From January through October, CPCs generally held between $1.09 and $1.15, with small month-to-month changes. The average absolute monthly move across the full period was $0.07, but that masks the late-year swings; through October it was closer to $0.02, with the bigger jolts concentrated in November–January. November jumped 17% versus October, December fell 20% from November, and January 2026 declined a further 20%—a two-month reset of roughly 36% from the November peak.
The sequence reads as a gentle lift into May (about +3% vs January), a dip in June–July, a regain by August–October, a pronounced November spike, then a steep correction across December and January.
Seasonality is visible in the rhythm of the baseline. Q1–Q3 stayed comparatively stable, with softening in early summer and a modest rebound by early fall. Q4 was the outlier: CPCs climbed to a late-year peak in November before compressing in December and bottoming in January 2026. The dispersion across the entire period (standard deviation ~$0.10 on a $1.11 mean) was driven largely by those Q4/early-Q1 swings; earlier months were tightly clustered.
Because the Wine and Spirits segment in the Philippines had no in-sample monthly medians in this window, a precise gap-to-global comparison isn’t available. The global Facebook Ads benchmarks provide the directional yardstick: CPC averaged $1.11, with a tight $1.09–$1.15 range through October, a November high of $1.32, and a reset to $1.05 in December and $0.85 in January 2026. Without observed Philippines data, any premium or discount to the market can’t be quantified here, but the timing and magnitude of global movements frame expectations for country-specific ad costs in this category.
In short, CPC trends in the global benchmark show a steady 2025 with a November spike and a sharp early-2026 reset—useful context when considering Facebook Ads benchmarks for Wine and Spirits in the Philippines. Understanding CPC performance for this industry and country-specific ad costs in the Philippines helps interpret how Wine and Spirits industry ad performance might track against global patterns.
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 Philippines, 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), December (Christmas and Rizal Day), June–August (Independence Day and National Heroes Day), Chinese New Year (January) and Eid observances
CPM and CPC might rise around Chinese New Year, Eid, and Independence Day for food, gifts, and travel categories. Late November–December retail campaigns see strong competition and elevated CPMs. Long weekend holidays could reduce weekday ad inventory while weekend awareness campaigns benefit from higher media consumption.
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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