Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Wine and Spirits advertisers in the Philippines enter this period without a visible in‑market CPC time series, so the clearest signal comes from the global Facebook Ads benchmarks. The worldwide baseline shows a largely stable year punctuated by a late‑Q4 surge and a dramatic year‑end dip — a rhythm that frames country-specific ad costs when local readings are unavailable. The story is one of tight variance for most months, a pronounced November lift, and an anomalous compression in December.
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, median cost per click (CPC) started at $1.27 in December 2024 and ended at $0.14 in December 2025. Excluding that final month, CPCs tracked in a narrow band around $1.06–$1.31, averaging $1.14 through November; including December, the full‑year average settles at $1.06.
Month‑to‑month movement was subdued for most of the year. From January through November, the average absolute change was about $0.05, indicating relatively low volatility. November broke that pattern with a +19% rise versus October (from $1.10 to $1.31), followed by an −89% plunge into December. Over a longer arc, CPCs climbed +16% from January ($1.13) to November ($1.31) before the late‑year dislocation.
Seasonality reads clearly in the global CPC trends. After a typical Q1 cooldown from holiday intensity (January eased −11% from December 2024), the market held steady through spring, hovering near $1.13. Summer months remained contained around $1.08–$1.10, with September representing the year’s softest non‑outlier point. October ticked up and November accelerated to the annual high, consistent with late‑Q4 competition. December diverged materially from historical rhythm with an atypical compression to $0.14.
No monthly medians were recorded for Wine and Spirits in the Philippines during this window, so a direct gap analysis to the global benchmark isn’t available. As a reference point, the global CPC averaged $1.06 across the full period (or $1.14 when excluding the anomalous December reading). The worldwide path rose steadily from late summer to a November peak (+24% from September to November), then reversed sharply in December. Volatility was modest for eleven months and concentrated in the final two readings.
In the absence of local readings, the global CPC trend provides a directional yardstick for Facebook Ads benchmarks: a stable year for CPC trends, a strong November, and an unusual December dip. Understanding cost‑per‑click benchmarks for Wine and Spirits in the Philippines — and how they align with global industry ad performance — helps situate country‑specific ad costs alongside broader market 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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