Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
The story is clear and dramatic: Entertainment advertisers in France ran with consistently lower Facebook Ads cost-per-clicks than the global benchmark, but with far more turbulence. CPCs held well below world levels throughout the year, punctuated by a sharp lift into November and an abrupt drop in December. The market swung from midsummer troughs to a late‑Q4 spike, creating a wider‑than‑usual spread between highs and lows. 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 Entertainment in France compared to the global benchmark.
Across Dec 2024–Dec 2025, France’s Entertainment CPC averaged 0.33, versus 1.14 globally. The series started at 0.34 in December 2024 and ended at 0.06 in December 2025, an 84% year-over-year decline, compared with a 14% decline globally over the same Dec-to-Dec window (1.28 to 1.10). The low point came in July (0.05), while the high arrived in November (0.78). That range—roughly 0.73 points—represents a 16x swing from trough to peak.
Month-to-month movements were exceptionally choppy. After a subdued February (0.20), CPCs surged in March (0.42), eased through spring (April 0.23, May 0.34, June 0.28), then fell to the annual low in July (0.05). A rebound followed in late summer and early fall (August 0.27, September 0.51), with a pronounced lift into October (0.40) and a peak in November (0.78), before collapsing in December (0.06). On average, CPC moved 0.22 points per month in France, more than triple the global average monthly shift of 0.07—signaling materially higher volatility.
The year traced a recognizable—but amplified—seasonal rhythm. Q1 oscillated around the annual mean (Jan 0.37, Feb 0.20, Mar 0.42). Q2 softened (average 0.29), with steadier, lower CPCs through April–June. Q3 was defined by extremes: a deep trough in July and recovery into September (quarter average 0.28). Q4 stood out: October and especially November climbed meaningfully, consistent with higher competition late in the year, but December reverted sharply to the annual floor (Q4 average 0.41, skewed by November’s peak).
France’s Entertainment CPC trailed global levels every month by wide margins—typically 60–75% below. The gap narrowed the most in November, when France’s 0.78 came within 41% of the global 1.31. It widened dramatically in July (about 96% below global) and again in December (about 95% below). While the global trend line was relatively stable (1.07–1.31 most months), France’s path was distinctly more volatile, with larger spikes and deeper dips.
In short, Facebook Ads CPC trends for the Entertainment industry in France ran far below the global benchmark but with sharper monthly swings, featuring a November peak and pronounced troughs in midsummer and year-end. Understanding these country-specific ad costs within broader Facebook Ads benchmarks helps situate Entertainment industry ad performance in France 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 Entertainment 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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