Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
The clearest story in the data is price: Wine and Spirits clicks in Spain were markedly cheaper than the global market in the latest observed month. In April 2025, Spain’s Facebook Ads CPC printed at $0.76, while the global median sat near $1.13 — a gap of roughly 33%. Against a worldwide backdrop that drifted modestly for most of 2025 before spiking in late Q4, Spain’s April snapshot points to comparatively lower country-specific ad costs in this category.
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 Spain compared to the global benchmark.
For Spain’s Wine and Spirits segment, we have an April 2025 CPC of $0.76. Measured against the same month’s global benchmark of $1.13, Spain was $0.38 lower — a notable discount to the wider market. Relative to the 2025 global average of $1.13, Spain’s observed month also sits about one-third below the norm.
Globally, CPC trends were steady through most of 2025, averaging $1.13. The year started at $1.12 in January and eased to $1.05 by December (−6%), with a pronounced late-year surge: from $1.12 in October to $1.32 in November (+17%), followed by a sharp December correction to $1.05 (−20%). Across 2025, the global high was November at $1.32 and the low was December at $1.05, a range of $0.26 (about 23% of the annual average). Month-to-month moves averaged about $0.06, with the most volatility concentrated in Q4.
January 2026 extended the global cooldown, landing at $0.85 — roughly 25% below the 2025 average — underscoring a broad softening after the late-Q4 spike.
Global CPC patterns followed familiar seasonality: a broadly stable run from Q1 through early Q4, a sharp November lift, and a rapid December reset. Early Q1 2026 continued that softer phase. April typically sits in the mid-spring plateau globally; Spain’s April reading comes in well below that plateau, signaling comparatively lower CPCs for Wine and Spirits during that month. With only April available for Spain, intra-year variability cannot be charted locally, but the global rhythm provides the context surrounding that single point.
In short, Spain’s Wine and Spirits CPC came in substantially below Facebook Ads benchmarks at the time observed, while the worldwide market exhibited a late-year spike and a pronounced Q1 cooldown.
Understanding Facebook Ads CPC benchmarks for Wine and Spirits in Spain helps marketers gauge country-specific ad costs, interpret CPC trends against the global baseline, and situate Spain’s April performance within broader industry ad performance 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 Spain, 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–early December (Black Friday/Cyber Monday), Mid-August (summer promotions), December (Christmas & post-Christmas sales)
CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.
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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