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Facebook Ads Cost Per Lead Benchmarks for Consumer Goods in France

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Cost Per Lead for Consumer Goods in France

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-lead benchmarks: key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, this analysis looks at cost-per-lead trends for industry Consumer Goods and target country France compared to the global trend.
  • For Consumer Goods in France, average cost-per-lead over the last 12 months was 38.17, about 3% above the global baseline (37.06).
  • Seasonality stands out: strong Q4 surge with a peak in December (54.50), followed by a reset in January (36.49). This pattern is more pronounced than the global trend.
  • Volatility in France was elevated: average month-to-month absolute change was ~25.8% versus ~9.8% globally.
  • Across the period, France was above market in 7 of 12 months, notably in Nov–Dec and again in June and August.

Selected trend highlights (Consumer Goods, France)

  • Period covered: Sep 2024–Aug 2025.
  • Average: 38.17; High: 54.50 (Dec 2024); Low: 26.37 (Sep 2024).
  • First-to-last change: from 26.37 (Sep) to 42.07 (Aug), a +59.5% increase.
  • Notable spikes/dips:
  • Oct to Nov: +65.4% surge (31.67 to 52.38).
  • Nov to Dec: continued rise to the annual high (+4.1%).
  • Dec to Jan: -33.1% reset.
  • Feb to Mar: -38.2% dip to 26.48 (near the early low).
  • May to Jun: +24.5% rebound; Jul to Aug: +21.6% lift.
  • Volatility: 7 months up, 4 down; average absolute month-to-month move ~25.8%.

Comparison with the global baseline

  • Overlapping average (Sep 2024–Aug 2025):
  • France: 38.17
  • Global baseline: 37.06
  • France ran about 3% above market on average.
  • Highs/lows:
  • France high 54.50 (Dec) vs. global high 41.58 (Nov).
  • France low 26.37 (Sep) vs. global low 31.12 (Oct).
  • The range in France (28.13) was materially wider than the global range (10.45), indicating sharper swings.
  • Month alignment:
  • Above market: Oct, Nov, Dec, Jan, Feb, Jun, Aug.
  • Below market: Sep, Mar, Apr, May, Jul.
  • August: France at 42.07 was 13.6% above the global 37.03.

Seasonality and volatility

  • Q4 effect: France showed a pronounced holiday-driven rise, more than doubling from September to December (+106.7%), while the global trend also climbed but more moderately (Oct to Nov +33.6%, then a slight pullback in December).
  • Early Q1 reset: Both France and the global series dipped in January, with France’s pullback steeper.
  • Late spring to summer: France oscillated—down in May, up in June, down in July, and up in August—ending the period above market. Global levels were steadier through summer.

Bottom line

For Consumer Goods in France, cost-per-lead has been slightly above global benchmarks overall, with higher highs, lower lows, and markedly greater month-to-month volatility. Seasonal dynamics are pronounced: costs typically increase in Q4 around holiday periods and ease in January before mixed spring/summer movements. Understanding cost-per-lead benchmarks on Facebook Ads in industry Consumer Goods and France helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Consumer Goods industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting France, 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.

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

France Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday (Alsace & Moselle)
Apr 21Easter Monday
May 1Labour Day
May 8Victory in Europe Day
May 29Ascension Day
Jun 9Whit Monday
Jul 14Bastille Day
Aug 15Assumption Day
Nov 1All Saints' Day
Nov 11Armistice Day
Dec 25Christmas Day
Dec 26Saint Stephen's Day (Alsace & Moselle)

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & post‑Christmas sales), May–June (spring sales)

Potential Advertising Impact

CPM and CPC might increase during spring holidays when leisure and travel campaigns see higher engagement. Extended 'ponts' (bridge days) in May could create long weekends with lower weekday ad inventory. Late November and December feature steep increases in ad competition. Christmas season may drive peak ad volumes.

What is considered a good cost per lead on Facebook in 2025?

A good CPL usually ranges from $10 to $50, depending on your industry and target audience. B2C offers tend to be cheaper, while B2B or high-ticket services may see CPLs over $100.

Why is my CPL higher than industry averages?

Your CPL could be high due to weak creative, irrelevant targeting, or an offer that doesn't resonate. Low engagement or poor conversion rates on your landing page can also drive up costs.

Does campaign objective impact CPL?

Yes. Campaigns optimized for conversions or leads tend to generate cheaper and more qualified leads compared to traffic or engagement objectives. Facebook needs clear signals to find the right users.

How can I generate leads at a lower cost without hurting lead quality?

Focus on improving your offer, targeting the right audience, and using high-converting creative. Test native lead forms, but make sure you're still qualifying users properly.

Should I optimize for leads or conversions if my goal is pipeline growth?

If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.

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