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November 2024 - November 2025
Detailed observation of presented data
Wine and Spirits CTR performance across all countries moved through a year of sharp swings and late-year lift, running below the global Facebook Ads benchmarks most months before finishing well above them. The series opened soft in November 2024 (0.99%), built momentum through March 2025 (1.96%), plunged into a mid‑year trough, then accelerated through Q4, culminating in a November 2025 high of 2.53%. Relative to the global benchmark, the category spent most of the period under market but delivered standout outperformance at the finish.
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 across all countries compared to the global benchmark.
Across the 13-month window, Wine and Spirits CTR averaged 1.41%, versus a 1.82% global average. The series started at 0.99% in November 2024 and ended at 2.53% in November 2025, a net gain of 1.54 points (+156%). The high was 2.53% (November 2025), and the low was 0.89% (June 2025), underscoring a wide amplitude.
Momentum arrived early: 1.12% in December 2024 jumped to 1.63% in January (+46% month over month), then climbed to 1.96% by March. The largest single-month drop followed in April (down 0.85 points, −44% from March to 1.11%). After a brief May rebound (1.26%), CTR fell to the cycle low in June (0.89%). Recovery from the trough was stepwise—1.12% in July, 1.20% by September—and then accelerated in Q4, rising to 1.56% in October and spiking to 2.53% in November (+63% month over month).
Volatility was pronounced. Average absolute monthly movement was 0.33 points, compared with just 0.05 points for the global benchmark—an indication that Wine and Spirits CTRs were considerably choppier than the broader market.
The pattern maps to familiar seasonal rhythms. Performance softened into late Q4 2024, then engagement rebounded in early Q1, peaking in March. Q2 was notably softer, with a clear trough in June, followed by stabilization through Q3. Q4 brought a renewed ascent, with a strong October and a pronounced November lift that set the annual high. In short: early-year build, mid-year dip, late-year surge—typical seasonality, but with sharper-than-average swings.
Compared with the global CTR performance, Wine and Spirits across all countries underperformed on average by about 22% (1.41% vs. 1.82%). The category finished above market in three months—February (+11%), March (+13%), and November 2025 (+24%)—and trailed in the remaining months by 24–51%. The narrowest gap came in January (just 3% below the global level), while the widest occurred in June (−51% versus the global 1.81%). Over the same period, the global benchmark rose steadily from 1.75% to 2.04% (+16%), whereas Wine and Spirits posted a much larger end-to-end increase (+156%) driven by a late surge after a deep mid-year lull.
Understanding Facebook Ads benchmarks for click-through-rate in the Wine and Spirits industry across all countries shows a volatile but seasonally coherent arc: a Q1 lift, a mid-year dip, and a Q4 surge, with average CTRs below the global benchmark but standout spikes in late 2025. This CTR performance view helps anchor industry ad performance against global patterns for Wine and Spirits advertisers worldwide.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. Why we use median instead of average 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. 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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CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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