Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Design advertisers in France faced some of the highest and most volatile Facebook Ads benchmarks for cost-per-click (CPC) in the period observed. The year opened with a dramatic Q4 spike, reset sharply into Q1, then rebuilt into a late-summer rally before easing into early Q4. Across the full window, CPC trends in France consistently sat well above the global baseline and moved in wider arcs month to month.
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.
CPC for Design in France started at 9.36 in November 2024 and ended at 4.59 in October 2025—down 51% from that initial spike but still well above market. The full-period average was 3.78, roughly 3.3x the global average of 1.14. The year’s high was November (9.36), and the low arrived in January (1.26), creating a wide 8.10-point trading range.
The early movement was steep: from November’s 9.36, CPC fell 59% to 3.80 in December and another 67% to the trough in January. From there, costs rebuilt in measured steps—1.36 in February, 2.15 in March, 2.76 in April—hovering around 3.10 through May–June. July softened to 2.52 before a pronounced late-summer surge: 5.29 in August and a secondary peak at 6.03 in September, then a controlled cool-down to 4.59 in October.
Volatility was a defining feature. Average absolute month-to-month change in France was 1.41 points, compared with just 0.05 for the global benchmark—about 31x more volatile. Put differently, France’s CPC moved in big, narrative beats while the global line stayed relatively flat.
Seasonality was visible in two pulses. The first: a Q4 spike centered on November, followed by a correction into January’s trough and a gradual spring rebuild. The second: a late-summer acceleration, with costs lifting from July’s softer 2.52 to 5.29 in August and 6.03 in September, then easing as early Q4 demand normalized. Mid-year stability was notable—May to July averaged roughly 2.92—before the August–September climb (averaging 5.30) reset the level higher.
These rhythms align with common seasonal dynamics: elevated Q4 competition, a Q1 reset, steadier spring, and selective late-summer intensification ahead of fall campaigns.
France’s Design CPCs remained above market throughout. On average, France ran about 230% higher than the global benchmark. The gap was narrowest in January, when France (1.26) sat just 11% above global (1.14). It widened dramatically at the bookends: +539% in November 2024 (9.36 vs. 1.46) and +337% in October 2025 (4.59 vs. 1.05). Late summer was especially elevated: August and September ran approximately +387% and +480% above global, respectively.
While the global series drifted modestly lower—roughly −28% from November 2024 to October 2025—and stayed tightly ranged (1.04 to 1.46), France exhibited a choppier profile with two clear crests and a deep early-year trough.
In summary, Facebook Ads CPC benchmarks for the Design industry in France were high and markedly more volatile than global norms, with a sharp Q4 spike, a Q1 reset, and a pronounced late-summer rally. Understanding these country-specific ad costs within the context of global CPC trends helps frame industry ad performance and contextualize pricing dynamics for Design advertisers in France.
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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