Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Wine & Spirits cost-per-click (CPC) performance across All countries available moved from a modestly above-$1 level in mid‑2025 to a sub‑$1 finish in May 2026, tracing a choppy descent punctuated by sharp monthly swings. 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.
COST_PER_CLICK in Wine & Spirits began June 2025 at $1.04 and ended May 2026 at $0.70 — a net decline of about 32.7% from start to finish. Over the 12 months the industry averaged roughly $0.90 per click (mean $0.895), with a peak of $1.19 in November 2025 and a trough of $0.415 in April 2026. Monthly moves were sizable: the average absolute month‑to‑month change was about $0.23, driven by two deep drawdowns (February and April 2026) and sharp rebounds (March and May 2026). The pattern reads as lift into late 2025, a pronounced decline in early 2026, a brief rebound, then another dip before a modest recovery into May.
Seasonally, Wine & Spirits showed a late‑year firmness — November and December held higher CPCs ($1.19 and $1.15 respectively) — followed by a volatile Q1 and Q2 in 2026. January fell to $0.88, February plunged to $0.54, then March lifted to $0.87, only for April to hit the low of $0.42 and May to recover to $0.70. That sequence creates a “decline → rebound → decline → partial rebound” rhythm rather than a smooth seasonal curve, indicating episodic pressure on click prices in early 2026.
Compared with the global baseline for the same months, Wine & Spirits CPCs were lower on average: the global benchmark averaged about $1.06 per click over the period, versus $0.90 for Wine & Spirits — roughly 16% below the market average. Global trend was comparatively flat (June→May essentially unchanged), while Wine & Spirits was markedly down (−33%). Volatility contrasts are clear: Wine & Spirits’ average monthly absolute change (~$0.23) was about three times the global benchmark’s (~$0.073), making it a notably choppier category. The gap to market varied: the narrowest difference was in August 2025 (Wine & Spirits ~1% below global), while the widest occurred in April 2026 when Wine & Spirits CPC was roughly 61% below the global level.
This data-driven overview of COST_PER_CLICK trends for Wine and Spirits across All countries available situates the category as more volatile and generally lower‑cost than the global benchmark, with late‑2025 strength and early‑2026 turbulence. Understanding Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, country-specific ad costs, and broader industry ad performance for Wine and Spirits in All countries available helps contextualize these movements 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. 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
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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