Facebook Ads Insights Tool

Facebook Ads Cost Per Lead Benchmarks for Public Safety in France

See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type

Cost Per Lead for Public Safety in France

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost per lead (CPL) trends for industry Public Safety and target country France compared to the global trend, based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • No monthly CPL data is available for Public Safety in France during the period, so we benchmark against the global baseline only.
  • Globally, CPL averaged $36.04 across the last 12 months, peaking in November 2024 ($41.58) and hitting a low in September 2025 ($20.63).
  • Overall market CPL fell 33.7% from October 2024 to September 2025, with average month‑to‑month volatility of about 13.3%.
  • Seasonal patterns are evident: costs rose into Q4 (notably November–December) and were relatively steady through spring/summer before a sharp dip in September 2025.

Scope and context

  • Metric: cost per lead (CPL)
  • Industry selection: Public Safety
  • Country selection: France
  • Comparison: selected segment vs global baseline (all industries, all countries)
  • Note on data availability: the selected segment has no monthly data in the provided period; therefore, comparisons to global are directional only.

Selected dataset overview (Public Safety, France)

  • Data availability: no monthly CPL values were provided for this segment and time frame.
  • Result: we cannot report segment-specific averages, highs/lows, percent changes, or volatility. All figures below refer to the global baseline for context.

Global baseline CPL benchmarks

  • Period covered: Oct 2024–Sep 2025
  • Average: $36.04
  • High: $41.58 in November 2024
  • Low: $20.63 in September 2025
  • Range (spread): $20.95 between the highest and lowest months
  • First-to-last change: down 33.7% from October 2024 ($31.12) to September 2025 ($20.63)
  • Month-to-month volatility: average absolute change ≈ 13.3%
  • Largest monthly move: −44.3% from August to September 2025
  • Q4 movement: +33.6% from October to November, then a mild −4.7% in December

Seasonality and pattern highlights

  • Q4 uplift: CPL increased moving into peak advertising months. November ($41.58) and December ($39.63) sat above the period average ($36.04), while October ($31.12) was below.
  • Stable spring–early summer: April–August mostly ranged $37.03–$39.63, indicating relatively steady acquisition costs.
  • Notable late-summer dip: September 2025 saw a pronounced market-wide drop to $20.63, the lowest point in the 12‑month window.

Comparison: Public Safety in France vs global baseline

  • Positioning: there is insufficient data to assess whether Public Safety in France is above market, below average, or in line with overall trends.
  • Directional reading: in absence of segment data, the global baseline suggests marketers typically see higher CPLs around Q4, steadier levels through spring and summer, and potential late‑Q3 softness.

Understanding cost per lead benchmarks on Facebook Ads in industry Public Safety 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 Public Safety 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.