Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Entertainment advertisers in France spent most of the year buying clicks well below the global market, then saw a sharp late-year lift that narrowed the gap. Costs per click ran light through winter and spring, hit a dramatic mid‑summer trough, and then surged into September and November. The story is one of low base costs with outsized month-to-month swings compared to the steadier global benchmark.
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.
CPC for Entertainment in France started at $0.41 in November 2024 and climbed to $0.96 by November 2025, a 135% year-over-year rise. Across the full period, CPC averaged $0.37, ranging from a low of $0.05 in July 2025 to a high of $0.96 in November 2025.
Monthly movements were pronounced. After a soft December ($0.34), January edged up ($0.37) before February dropped 45% to $0.20. March rebounded to $0.42 (+108% vs. February), only to ease again in April ($0.23) and stabilize through May ($0.35) and June ($0.28). July marked the trough at $0.05 (−83% vs. June), followed by a swift recovery in August ($0.27, +473%), another lift in September ($0.52, +90%), a pullback in October ($0.40, −22%), and then the yearly peak in November ($0.96, +139% vs. October).
Volatility averaged 0.18 points in absolute month-over-month change—more than triple the global benchmark’s 0.06—signaling a more turbulent auction environment for entertainment clicks in France relative to worldwide CPC trends.
Seasonally, Q1 in France was subdued (average ~$0.33), Q2 softened further (~$0.29), and Q3 mixed a deep July trough with a strong late-quarter climb (~$0.28 average, but with wide dispersion). Q4 flipped the script: October and November averaged ~$0.68, the highest two-month run of the year. Globally, CPCs eased gradually from Q1 through Q3 and lifted in Q4; France mirrored the late-year lift but with sharper amplitude.
Relative to the global benchmark (average $1.15), France’s Entertainment CPCs were consistently below market—about 68% lower on average. The gap ranged widely: at its narrowest in November 2025, France trailed global CPCs by 24% ($0.96 vs. $1.27), while at its widest in July 2025 the market ran 96% below global levels ($0.05 vs. $1.07). Throughout the year, the global trend moved within a tighter band ($1.05–$1.44) and declined gently into Q3 before a Q4 lift, whereas France’s path was choppier with sharper reversals.
Overall, Facebook Ads benchmarks for CPC show Entertainment in France operating at structurally lower country-specific ad costs than the global average, with pronounced mid-year softness and a decisive Q4 climb. While this review focuses on CPC trends, it complements broader CPM analysis and CTR performance context. Understanding cost-per-click benchmarks for the Entertainment industry in France helps teams evaluate industry ad performance against global patterns and interpret seasonality within the local market.
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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Cost per lead across different markets
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