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February 2025 - February 2026
Detailed observation of presented data
France’s cost-per-lead story in 2025 was a tale of two halves: a soft, uneven Q1 giving way to a steep climb from late spring that culminated in an elevated, expensive Q4. Across all industries, France averaged a CPL of 51.9 for the year — about 25% above the global benchmark’s 41.5. The gap was modest early on and widened dramatically in the back half as competition intensified and demand surged. Volatility was a defining feature: France’s month-to-month swings were more than three times the global norm, with standout spikes in September and November.
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 all industries in France compared to the global benchmark.
France began the year at 35.31 in January, dipped to its annual low in March (23.83), then climbed sharply into summer. The year’s high arrived in September at 76.09, before settling into a still-elevated Q4 range: 64.49 in October, 75.06 in November, and 69.60 in December. From January to December, CPL nearly doubled (+97%).
Globally, CPL was steadier: averaging 41.5, with a low of 33.43 in March and a high of 48.83 in October. The global curve rose gradually through the year without the sharp surges seen in France.
Seasonality showed clearly in France:
This rhythm aligns with familiar paid social dynamics: engagement in early Q1 often eases cost, while competition and conversion intensity in late Q3 and Q4 tend to elevate acquisition costs. France’s curve accentuated this pattern, especially the late-summer spike and sustained Q4 elevation.
Relative to Facebook Ads benchmarks worldwide, France moved from near parity to a significant premium:
By halves, the divergence is clear. France’s H1 averaged 39.2, roughly in line with the global H1 at 37.7. H2 in France vaulted to 64.5 (+65% vs. H1), while the global H2 rose moderately to 45.3 (+20%). The result: France was not only more expensive in the back half, but also more volatile and more elevated than the market.
In sum, Facebook Ads cost-per-lead benchmarks for all industries in France in 2025 show a market that started subdued, accelerated sharply from late spring, and sustained high acquisition costs through Q4. Compared to global CPL trends, France ran about 25% higher on average, with wider swings and a pronounced late-year premium — a distinct profile for country-specific ad costs and industry ad performance in France.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.
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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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.
Late November (Black Friday/Cyber Monday), December (Christmas & post‑Christmas sales), May–June (spring sales)
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.
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.
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.
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.
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.
If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per lead across different markets
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