Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Construction advertisers in France ran materially higher Facebook Ads cost-per-clicks than the global market, with a sharp, short-lived spike in March that reset to more typical levels by late spring. Despite that surge, the broader arc from December to June trends slightly lower, suggesting a market that flared and then cooled. Volatility was the defining feature: swings in France were far steeper than the global CPC trendline over the same months.
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 Construction in France compared to the global benchmark.
CPC for Construction in France opened at €1.69 in December 2024 and ended at €1.55 in June 2025, an 9% slide across the observed window. The series averaged €1.77, ranging from a low of €1.29 in April to a peak of €3.09 in March. That March high was the clear outlier—more than double the series average and 2.4x April’s low—before costs normalized to €1.60 in May and €1.55 in June.
Month-to-month movements were pronounced. December to January fell €0.31; January to March jumped €1.70 (+123% vs. January); March to April reversed even harder (−€1.79, −58% vs. March). April to May rebounded (+€0.31), and May to June eased slightly (−€0.06). On average, absolute monthly change was €0.84, signaling a choppy auction environment for this category.
Across the same months, the global CPC median was steadier and lower, averaging €1.15, with a tight band from €1.08 to €1.27. France’s Construction CPC therefore ran about 54% above the global baseline on average.
December presented elevated costs—consistent with heavier Q4 competition—followed by a softer January. The standout was March: a sharp, singular surge that pushed CPCs to their period high. Costs then settled quickly, with April marking the trough and late spring (May–June) stabilizing near €1.55–€1.60. In rhythm terms, the pattern is “elevated Q4, soft January, March spike, April reset, steady late spring.”
The global series shows a gentler cadence: early-year CPCs hovered near €1.13–€1.14, sliding toward €1.08 by June—no comparable surge, just a gradual easing typical of broader CPC trends.
France’s Construction CPCs were consistently above market in every observed month: +33% in December, +22% in January, +171% in March, +15% in April, +41% in May, and +44% in June. The narrowest gap arrived in April (+15% vs. global), while March marked the widest separation (+171%). Volatility was also markedly higher: average month-to-month movement was €0.84 in France versus €0.05 globally—roughly 17 times more volatile.
While the global benchmark edged down from €1.27 in December to €1.08 in June (−15%), France’s path was more erratic, ending slightly lower overall (−9%) but punctuated by the March peak and brisk April correction.
In short, Facebook Ads benchmarks for cost-per-click show Construction in France priced above global levels throughout the period, with a notable March surge and a quick return to mid-€1.50s by early summer. Understanding these CPC trends—alongside broader CPM analysis and CTR performance context—helps illuminate country-specific ad costs and industry ad performance patterns for Construction in France relative to the global benchmark.
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 Construction 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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