Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Wine and Spirits advertisers in Great Britain saw a year defined by sharp swings in Facebook Ads CPC — a market that ran hotter and far more erratic than the global benchmark. The story pivots around a dramatic mid-year surge: a June trough gave way to a July spike, with costs remaining elevated through early Q4. Against a largely steady global backdrop, Great Britain’s CPC trends show outsized volatility and a sustained premium in the second half of the year.
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 Great Britain compared to the global benchmark.
Across available 2025 months, Great Britain’s Wine and Spirits CPC averaged 1.84, well above the 1.12 global average for the same periods. The year opened at 0.81 in January and closed at 2.46 in October, a net increase of roughly 205%. The high point landed in July at 4.08, while June marked the low at just 0.19 — a 3.89-point range that underscores the market’s turbulence.
Month-to-month movement reads like a whipsaw: a modest lift from January to March (+0.60) reversed into a steep drop by June (−1.21), followed by an exceptional jump into July (+3.89). From the peak, CPC cooled but stayed elevated: 2.42 in August, 1.53 in September, then a renewed uptick to 2.46 in October. On average, month-to-month absolute changes measured 1.53 points — far sharper swings than the global benchmark’s 0.03 across the same intervals.
The rhythm of the year shows a soft early summer and an explosive mid-summer peak. June’s low (0.19) was followed by a July breakout (4.08), after which costs eased but remained well above early-year levels. Q3 settled into a higher plateau (August at 2.42, September at 1.53), with October re-accelerating to 2.46.
By comparison, the global CPC pattern was subdued and familiar: a tight band around 1.10–1.15 for most of the year, a distinct lift into November (1.32), and a softer December (1.05). The global curve reflects gentle seasonality, whereas Great Britain’s Wine and Spirits CPC shows abrupt mid-year dislocation and a higher Q3–Q4 baseline.
Relative to Facebook Ads benchmarks worldwide, Great Britain’s Wine and Spirits CPC skewed higher in five of seven reported months. The spread ranged from 28% below global in January (0.81 vs. 1.12) to 272% above in July (4.08 vs. 1.10). Other notable gaps: +23% in March (1.40 vs. 1.14), +114% in August (2.42 vs. 1.13), +40% in September (1.53 vs. 1.09), and +119% in October (2.46 vs. 1.12). Averaged across the period, Great Britain sat about 65% above the global CPC.
Trend-wise, the global line was steady from January to October (+0.4%), while Great Britain’s trajectory was choppier with a pronounced mid-year spike and a +205% net rise. Volatility was the defining difference: Great Britain’s average monthly swing (1.53 points) was orders of magnitude higher than the global benchmark (0.03).
In sum, Facebook Ads CPC benchmarks for Wine and Spirits in Great Britain point to elevated, highly variable costs, particularly from mid-year through early Q4, versus a calm and narrowly ranged global trend. Understanding these CPC trends and country-specific ad costs helps contextualize Wine and Spirits industry ad performance in Great Britain against global 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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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 surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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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