Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Education advertisers in France spent much of the year buying clicks below the global going rate, only to finish on a dramatic upswing. The market tracked low through mid-year, rebounded gradually in summer, and then surged to a new high in December — a choppy path with far steeper swings than the global benchmark, which remained comparatively steady and peaked in November. 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 Education in France compared to the global benchmark.
Cost-per-click (CPC) for Education in France began at 1.09 in December 2024 and ended at 1.36 in December 2025 — a 26% lift year over year. Across the 13 months, France averaged 0.87, notably below the global average of 1.13. The year’s high came in December 2025 (1.36), while the low arrived in April (0.37), creating a wide 0.99 range.
Volatility defined the period. Average month-to-month movement in France was 0.34, about five times the global benchmark’s 0.07. January opened with a steep drop from December (down roughly 31%), February and March rebounded sharply to around 1.21, and April collapsed to 0.37. From there, the market seesawed: a May recovery to 1.01, a June cooldown to 0.52, and a summer climb from 0.71 in July to 0.81 in September. Q4 started soft at 0.57 in October, lifted to 0.91 in November, and then spiked to 1.36 in December — the strongest month of the year.
The rhythm was distinct by quarter. Q1 was turbulent, with a January trough and a late-quarter rebound that briefly took France above global levels. Spring brought the sharpest swing of the year centered on April’s low, followed by a partial May recovery. Summer stabilized: July through September rose in small steps (0.71 → 0.81), signaling steadier demand and pricing. Late in the year, France lagged in October, firmed in November, and then posted a decisive December peak. By contrast, global CPCs firmed gently into a November high and eased into December, underscoring how France’s late-year surge diverged from broader market behavior.
Relative to Facebook Ads benchmarks, Education CPC in France undercut global levels in 10 of 13 months. France averaged 0.87, or 23% below the 1.13 global benchmark. The gap narrowed most in March, when France sat only about 6% above global, and widened to its largest in April, when France was roughly 67% below. Through the summer, France remained 24–34% under global CPCs, before flipping above the benchmark in December (+29%). While the global series finished lower than a year earlier (−18% from December to December), France finished higher (+26%), with greater amplitude throughout the year (0.99 range for France vs. 0.25 globally) and markedly higher month-to-month variability.
Facebook Ads benchmarks show that Education CPC trends in France were lower than the global norm for most of the year, yet far more volatile — and they ended with a decisive December surge. Understanding cost-per-click benchmarks for the Education industry in France helps teams assess country-specific ad costs and compare industry ad performance against global CPC 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 Education industry, Facebook ad costs can be moderate, with higher costs for professional and specialized courses. 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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