Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Energy and Mining advertisers in France saw a year defined by whiplash in Facebook Ads benchmarks for cost-per-click (CPC). The market opened with a premium December, plunged in January, then rebounded by May—ultimately landing near global levels but with far sharper swings than the worldwide trend. The global benchmark, by contrast, moved in a narrow band for most of 2025, softening through late summer and peaking 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 Energy and Mining in France compared to the global benchmark.
Across the three observed months, France’s Energy and Mining CPC averaged about €1.12. The period began at a high of €1.79 in December 2024, collapsed to a trough of €0.23 in January 2025 (an 87% month-over-month drop), and recovered to €1.34 by May 2025—still 25% below December but nearly a fivefold rebound from January (+489%). The median across the observed months sits at €1.34, underscoring how unusual January’s trough was.
Volatility between recorded updates was pronounced: the average absolute change per update was roughly 1.34 points. Normalized over the time elapsed, that equates to about 0.53 points per month—well above the smoother global pattern. The range in France (from €0.23 to €1.79) equaled about 1.4 times the period’s average, highlighting the scale of swings.
The rhythm aligns partially with familiar seasonal behavior but with outsized magnitude. December carried a premium—consistent with Q4 competition—while January reset sharply lower. By May, CPCs had returned to the mid-€1s, suggesting stabilization into late spring.
Globally, CPC trends were steadier in 2025: a mild softening into late Q3 (bottoming around €1.07 in September) and a sharp surge in November (peaking at €1.32) before easing in December. The global average for 2025 landed near €1.13, reflecting modest movement outside of the Q4 spike typical of competitive holiday periods.
France’s Energy and Mining CPC alternated between premium and discount against the global benchmark:
Across these three months, France averaged €1.12 versus a global average of €1.18 for the same timestamps, a 5% discount on balance driven by January’s trough. The gap swung from 80% below market at the widest point (January) to 41% above market at the other extreme (December), narrowing to an 18% premium by May. While the global benchmark’s monthly volatility averaged just 0.06 points, France’s observed moves were several times larger, showing a more turbulent cost environment for country-specific ad costs in this vertical.
In short, CPC trends for Energy and Mining advertisers in France moved from a Q4 premium to a dramatic Q1 dip and a spring rebound, contrasting with a steadier global path that saved its biggest move for November. Understanding Facebook Ads benchmarks for cost-per-click in Energy and Mining in France—alongside broader CPM analysis and industry ad performance context—helps teams gauge how country-level costs diverge from global patterns. This snapshot captures Facebook Ads CPC performance for Energy and Mining in France against the worldwide 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 Energy and Mining 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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