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November 2024 - November 2025
Detailed observation of presented data
France’s cost-per-lead story over the past 12 months is defined by sharp swings around a slightly above-market baseline. While the global benchmark for CPL trended steadily upward, France moved in dramatic arcs: a January spike, a March trough, an explosive June high, and a late-year pullback. The result is an average CPL that sits above the world median, but with far greater volatility and several months of pronounced divergence from global levels.
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.
Across November 2024 to October 2025, France’s monthly median CPL averaged 46.9, compared to 40.9 globally (+15%). The period opened at 70.87 in November and closed at 20.71 in October, a 71% decline from start to finish. The high point landed in June at 111.47, while the low arrived in March at 18.92—an almost sixfold spread from trough to peak. Other notable inflection points: January surged to 79.40; December dipped to 19.41; July fell to 26.82 before rebounding in August (51.97) and stabilizing in September (47.98).
Volatility was the defining characteristic. France’s average month-to-month swing was 36.9, far sharper than the global benchmark’s 3.2. The range told the same story: a 92.6-point spread in France versus a 14.9-point spread globally. The largest single-month jump came from May to June (+182%), followed by the steepest drop from June to July (−76%). In short, CPL in France didn’t just rise and fall—it whipsawed.
Seasonality played out in pronounced fashion:
This rhythm aligns with typical auction dynamics—costs intensifying around key periods and easing in quieter stretches—yet the amplitude in France was unusually large.
Relative to Facebook Ads benchmarks worldwide, France oscillated between far above and notably below market:
The gap was narrowest in September, when France’s CPL essentially matched the global level. It was widest in June (+171% vs. global) and October (−54% vs. global). Quarter by quarter, France averaged +32% above global in Q1, +50% in Q2, slipped −6% in Q3, and sat well below in October to open Q4.
Taken together, this CPL analysis shows that all industries in France faced higher and more erratic country-specific ad costs than the global trend, with an especially volatile first half of the year and a sharp June peak. Understanding Facebook Ads benchmarks for cost per lead in all industries in France helps marketers read CPL trends against steadier global patterns and evaluate industry ad performance in this market.
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.
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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.
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Cost per lead across different markets
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