Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Arts advertisers in France spent the year buying clicks well below global levels, with costs sliding from a relatively high start, dipping hard in spring, popping in October, and then hitting their lowest point in December before a sharp January rebound. The market was inexpensive but choppy—more volatile than the global benchmark—creating a year marked by quick swings and a wide cost spread. 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 Arts in France compared to the global benchmark.
CPC for the Arts industry in France opened at $0.56 in January 2025 and ended at $0.39 in January 2026, a 32% decline year over year. The period averaged $0.41, ranging from a low of $0.19 in December to a high of $0.56 in January—nearly a 3x swing across the year.
Momentum shifted sharply in Q2: after three steady months around $0.55, CPC fell 46% in April to $0.30 and slid further to $0.25 in May. From there, costs rebuilt through summer, stabilizing around $0.38–$0.43. October marked a brief surge to $0.52—the second-highest month of the year—before retreating to $0.36 in November and bottoming at $0.19 in December. January 2026 rebounded to $0.39, up 104% from December.
Volatility averaged $0.10 per month in absolute moves, sharper than the global benchmark’s $0.07. The biggest month-to-month swings were April’s drop (−$0.25), October’s lift (+$0.14), November’s pullback (−$0.16), and the January rebound (+$0.20).
Seasonally, France’s Arts CPC profile skewed high in Q1 (avg. ~$0.55), hit its trough in Q2 (~$0.32), steadied in Q3 (~$0.41), and turned mixed in Q4 (~$0.36). The quarter’s rhythm was distinctive: an October spike gave way to pronounced year-end softness, diverging from the broader market’s typical Q4 escalation. Engagement costs then reset higher in January.
Compared with Facebook Ads benchmarks globally, France’s Arts CPC consistently sat below market. The global average over the same period was ~$1.11 versus France’s ~$0.41—about 63% lower. The gap was narrowest in January 2025, when France trailed by roughly 50%, and widest in December, at 82% below.
The global series was steadier through most of the year, hovering near $1.10 across Q1–Q3, spiking to $1.32 in November, then easing to $1.05 in December and $0.85 in January 2026. Overall, the global trend fell 25% from January to January, while France’s Arts CPC declined 32% and showed larger intra-year swings and a bigger high-to-low spread.
Understanding Facebook Ads CPC benchmarks for the Arts industry in France shows a low-cost, more volatile market with clear seasonal dips and brief spikes—useful context for evaluating country-specific ad costs, CPC trends, and industry ad performance against global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. In the Arts 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.
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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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.
CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
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