Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Global Facebook Ads benchmarks for cost-per-click (CPC) in Wine and Spirits show a year defined by a steep Q4-to-Q1 cooldown, a quiet mid-year corridor, and a firm late-year rebound. Against that backdrop, Sweden’s country-specific series is not present in this cut of the dataset, so the global curve serves as the directional reference for evaluating country-specific ad costs. The headline: CPC trends eased from elevated late‑2024 levels, found their lowest point in early fall, then lifted into November.
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 Sweden compared to the global benchmark.
The global median CPC starts high at $1.46 in November 2024, then slides to $1.28 in December (−$0.18) and $1.14 in January (another −$0.15), setting the tone for a softer 2025. From February through May, CPC holds a narrow band around $1.13–$1.14, before stepping down to $1.07 in June and $1.07 in July. The softest point arrives in September at $1.04, the year’s low, followed by a modest October uptick ($1.05) and a sharper November rebound to $1.21.
Across the 13-month window, the global Wine and Spirits CPC averages about $1.15. The range spans $0.43, from a $1.46 high (Nov 2024) to a $1.04 low (Sep 2025). From peak to trough, the decline totals roughly 29%, while the year-over-year bookends indicate a 17% lower CPC in November 2025 versus November 2024. Month to month, absolute movement averages $0.06, with the largest shifts clustered at the year’s edges: −$0.18 (Nov→Dec), −$0.15 (Dec→Jan), and +$0.16 (Oct→Nov).
Seasonality is clear in this CPC analysis. Performance typically softens after the year-end peak, with a measured plateau from late winter into spring. Q2 averages roughly $1.11, giving way to an even softer Q3 around $1.07, where September marks the low. As competition rebuilds, prices tick up in October and accelerate into November, reflecting the typical late‑year intensity seen in Wine and Spirits industry ad performance.
A Sweden-specific CPC time series for Wine and Spirits is not available in this period, so a direct gap analysis versus the global median cannot be calculated. What is clear is the shape of the global trend: a steady glide from late‑2024 highs into a mid‑2025 valley, then a late‑year resurgence. That path was relatively calm mid-year (small monthly changes) and more volatile at the bookends (average monthly absolute movement of about $0.06, with outsized moves around Q4 resets). In comparative terms, the global line fell 17% across the Nov‑to‑Nov window and 29% from peak to trough; any Sweden‑specific over‑ or under‑performance relative to those anchors is not quantifiable here.
Understanding Facebook Ads cost‑per‑click benchmarks for the Wine and Spirits industry in Sweden — even through the lens of global CPC trends — helps quantify country-specific ad costs and interpret seasonal patterns. This CPC analysis provides a directional reference point for Wine and Spirits advertisers in Sweden to gauge how industry ad performance aligns with the broader global benchmark.
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 Sweden, 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 is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)
CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.
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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