Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
The headline: Wine and Spirits cost-per-click (CPC) largely ran below the global benchmark across this 13‑month window, but with dramatic swings and a late rebound that pushed it above market in June 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.
Wine and Spirits CPC began the period at about $1.04 in June 2025 and finished at a peak of $1.28 in June 2026 — a net lift of roughly 22% from start to finish. Across the 13 months the Wine and Spirits median CPC averaged roughly $0.93, ranging from a low of $0.42 (April 2026) to a high of $1.28 (June 2026). By contrast, the global baseline CPC averaged about $1.07 over the same months, so Wine and Spirits trailed the market by roughly $0.14 on average (about 12% lower).
Monthly movement was pronounced. The verticals saw a mid‑2025 dip into July, a rebound through late summer and a pair of higher points in November–December 2025 (around $1.19 and $1.15). The pattern then slid into a Q1 trough — February and April 2026 touched particularly low medians ($0.54 and $0.42 respectively) — before a sharp rally in May–June produced the period high. Only two months (December 2025 and June 2026) recorded CPCs above the global benchmark (+14% and +20% respectively); at its narrowest gap Wine and Spirits was essentially at parity with the market in August 2025 (~1% below), and at its widest it ran about 61% below global CPCs in April 2026.
Volatility stood out: Wine and Spirits moved on average about $0.25 month‑to‑month (absolute change), compared with roughly $0.07 for the global baseline — roughly 3.7 times more choppy movement than the broader market.
Seasonally, the series shows a familiar late‑year spike and an early‑year softening. Q4 2025 registered elevated CPCs (November and December), followed by a marked softening through Q1 2026 and the deepest trough in April. The subsequent rebound into late spring and early summer produced the calendar’s strongest lift. These rhythms — Q4 lift, Q1 softness, spring rebound — are visible in the Wine and Spirits timeline and are more exaggerated than baseline seasonal swings.
Across All countries available, Wine and Spirits was generally below average for most months, tracking about 10–15% under the global CPC norm on average. The vertical was more volatile than the baseline: sharper declines in early 2026 and a steeper rebound into June produced a choppier profile. Where the global trend stayed relatively steady around $1.07, Wine and Spirits displayed deeper troughs and higher peaks relative to its own mean.
Understanding Facebook Ads cost‑per‑click benchmarks for Wine and Spirits across All countries available surfaces clear CPC trends, highlights industry ad performance versus global CPM analysis, and contextualizes CTR performance and country‑specific ad costs for creative and media measurement.
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. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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