See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
The headline for France: cost per lead rose steadily through 2025, breaking away from the global Facebook Ads benchmarks and finishing the year at a clear premium. After a soft first quarter, France’s CPL accelerated from spring into summer, spiked sharply in September, dipped briefly in October, and then surged to a new high in December. Volatility was materially higher than the global pattern, with several standout swings that defined the year’s rhythm.
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 entered the period below market, closing 2024 at 28.55 versus the global 38.44. In 2025, the year opened near parity (35.31 in January), then retreated to the annual low in March (23.83). From there, momentum built: May through August averaged in the high 40s/low 50s, followed by a steep jump to 76.52 in September. After a modest October cooldown (64.49), costs rose again, peaking at 84.23 in December.
From January to December, France’s CPL climbed 139%, while the global benchmark declined 7% over the same span. Compared to December 2024, France nearly tripled by December 2025.
The first quarter was the softest stretch, consistent with typical Q1 troughs: France averaged 31.97 across January–March. Q2 strengthened (46.35) as CPLs firmed through late spring. Q3 was markedly more expensive (59.09), punctuated by the September spike. Q4 then became the high-water quarter (74.39), with November and December establishing new price highs—an elevated year-end that stood out even against usual Q4 competition.
Globally, costs were steadier through the middle of the year and eased into December, underscoring France’s unique late-year surge.
France tracked below or near the global benchmark through April (notably −28% in March), then switched above market from May onward. The average gap for 2025 was +32% relative to the global baseline. The spread widened as the year progressed: the narrowest point came in January (near parity), while the widest was December, when France’s CPL was 159% above the global median.
The global curve rose gently into early fall (+16% from July to October) before dropping in December, whereas France was choppier and ultimately far higher, with a larger range (60 points vs. the global 16) and more pronounced monthly swings.
In sum, Facebook Ads cost-per-lead benchmarks for all industries in France show a year defined by a Q1 trough, a mid-year lift, and a sharp Q4 premium versus the global trend. These country-specific ad costs illustrate a more volatile, higher-priced 2025 in France, diverging clearly from the global benchmark.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per lead across different markets
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