Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented 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.
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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
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Cost per lead across different markets
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