Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Design advertisers in France experienced a year of sharp price swings, with cost-per-click surging through late summer before collapsing into the holidays. The median CPC averaged about $2.20 for the year—nearly double the global benchmark of $1.13—driven by a dramatic Q3 spike that peaked at $4.79 in September. By contrast, November and December fell well below global levels, closing the year at just $0.45. Volatility defined the market: large month-to-month jumps and reversals shaped a choppy, momentum-heavy story.
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 Design in France compared to the global benchmark.
The year opened modestly at $1.08 in January, climbed steadily through spring to $2.48 in April–May, and then accelerated. After a brief easing in June ($1.73), CPCs rose to $2.43 in July and then surged: $4.20 in August and a high of $4.79 in September. The market then reset quickly—down to $2.80 in October, $0.84 in November, and a low of $0.45 in December. Across the year, France’s Design CPC ranged from $0.45 to $4.79, with a median average of $2.20.
The biggest month-to-month moves underscored the turbulence. July to August jumped by roughly $1.76, while September to October and October to November saw retreats of about $1.98 and $1.96, respectively. On average, month-to-month volatility measured approximately $0.87 per click—far higher than the global pattern, which shifted by about $0.06 per month.
The rhythm was clear: a measured build through Q1 ($1.42 average) and Q2 ($2.22), an exceptional Q3 ($3.81) dominated by August–September spikes, and a sharp Q4 cool-down ($1.37). While global CPC trends typically firm in Q4 as competition intensifies, France’s Design segment diverged: prices eased dramatically in November and December, and the Q4 average nearly matched Q1 levels. The August–September surge was the defining seasonal moment, standing out against both earlier-year stability and the late-year trough.
Relative to Facebook Ads benchmarks globally, Design in France ran well “above market” for most of the year. From February through October, CPCs outpaced the global median by +20% to +338% monthly, with the widest premium in September. The narrowest gap occurred in January (about 4% below global), before the series broke away through spring and summer. The relationship then flipped late in the year: November and December came in 36% and 57% below global CPCs, respectively. Overall, France’s Design CPC averaged roughly 95% higher than the global benchmark in 2025, but with far greater intra-year swings.
These CPC trends highlight how country-specific ad costs for the Design industry in France diverged from the steadier global pattern—spiking in Q3 and undershooting in Q4—within a generally stable global CPC landscape. Understanding Facebook Ads benchmarks and CPC trends for Design in France helps teams gauge industry ad performance and compare it to global CPM analysis and CTR performance baselines.
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 Design 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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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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