Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
The main story: Facebook Ads CPC trends for Wine and Spirits in the United States ran slightly below the global benchmark on average, but with far sharper month-to-month swings. The year opened with a reset from a December 2024 peak, stabilized through spring, then moved into a choppy second half marked by a September lift, an October dip, a November rebound, and an unusually steep drop in December 2025. 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 the United States compared to the global benchmark.
Across the 13-month window, U.S. Wine and Spirits CPCs averaged about $1.10, versus a $1.14 global average. The series started at $1.66 in December 2024 and ended at $0.58 in December 2025—a 65% year-over-year decline, compared with a 14% December-to-December pullback globally ($1.28 to $1.10).
Highs and lows were pronounced: the local high for 2025 arrived in November at $1.27 (after a September lift to $1.21), while the year’s lows clustered in July ($0.89), October ($0.87), and ultimately December ($0.58). The 2025 average landed at $1.05, compared with $1.12 for the global benchmark.
The month-by-month rhythm told a story of resets and rebounds:
Volatility averaged $0.23 per month in the United States series—over three times the global baseline’s $0.07—underscoring a choppier cost profile for this category.
Seasonality appeared, but not in a straight line. Performance settled after the holiday peak, with relatively steady CPCs through Q1. Q2 mixed softer May pricing with a June rebound. Q3 delivered a clearer upswing, culminating in September’s $1.21. Q4 diverged from typical patterns: while the market often tightens in the run-up to holidays, the U.S. Wine and Spirits series whipsawed—October eased, November spiked, and December plunged to the series low.
Relative to the global benchmark, U.S. Wine and Spirits CPCs averaged about 3% lower across the full period (and about 6% lower in 2025). The series toggled around “at market”: above in December 2024 (+29%), January–February (+3%), April (~parity), June (+4%), August (+2%), and September (+13%); below in March (−1%), May (−14%), July (−17%), October (−21%), November (−3%), and December 2025 (−47%). The gap was narrowest in March–April (within ±1%), and widest in December 2025, when U.S. CPCs sat nearly half below the global mark. While the global trend was largely steady with a November uplift, the United States track was more volatile and trended lower across the year.
Altogether, these Facebook Ads benchmarks highlight country-specific ad costs for Wine and Spirits in the United States: a year that averaged near market levels but moved with much larger swings, from a December 2024 peak to a December 2025 low. Understanding CPC analysis for Wine and Spirits in the United States helps advertisers read cost dynamics and compare performance to 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 States, advertisers often face higher costs due to high competition and purchasing power. 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 (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)
CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.
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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