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November 2024 - November 2025
Detailed observation of presented data
France’s cost-per-lead story this year is defined by sharp swings and dramatic reversals against a steadier global backdrop. Across all industries, France averaged a CPL of 46.4 during the period, about 14% above the global benchmark at 40.8. Yet the path was anything but average: a November starting point of 64.5 plunged to 19.4 in December, surged to 79.4 in January, and peaked at 111.5 in June before settling to 21.5 by October. Volatility, not level, is the headline.
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 oscillated around the global line: it ran cheaper than global in December (−51%), March (−43%), April (−22%), May (−3%), July (−36%), and October (−52%); and more expensive in November (+56%), January (+122%), February (+14%), June (+172%), August (+18%), and September (+1%). When France ran above market, the premium averaged about 25 points; when below, the discount averaged about 14 points.
The rhythm diverged from typical Q4 patterns. November was elevated, but December marked one of the lowest CPL months of the entire period, suggesting a year-end soft spot for lead costs in France. Q1 was uneven—expensive in January, then easing into a March trough. Q2 was defined by a pronounced June spike that lifted the quarter’s average to roughly 60.2. Q3 moderated (averaging ~42.3), with September close to parity with global levels. Early Q4 resumed softness, with October among the lowest CPL months.
Globally, CPLs were more composed: lows clustered in March (33.3) and highs in September (47.6), with a gentle rise from November 2024 (41.5) into late summer and a modest dip in October (45.1). The global series then softened into November 2025 (28.6).
Understanding Facebook Ads cost-per-lead benchmarks for all industries in France reveals a market that alternates between deep discounts and sharp premiums versus global CPLs—valuable context for interpreting country-specific ad costs and benchmarking industry ad performance against global patterns.
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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