Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Hardware and Networking advertisers in France ran well below the global cost curve this year, but with sharper month-to-month movement. CPC started modest in December 2024, dipped hard in late winter, climbed into a midsummer crest, then fell to a September low before finishing the year with a December high. That arc contrasts a steadier global benchmark that mostly hovered near 1.10 with a brief November spike. 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 Hardware and Networking in France compared to the global benchmark.
Across December 2024 to December 2025, France’s CPC averaged 0.46, ranging from a low of 0.27 in September to a high of 0.65 in December (a 0.38-point range). The period opened at 0.58 in December 2024, lifted to 0.62 in January, then quickly reset: February–March sat near 0.30. Spring steadied at 0.33 in April before a step-up to 0.54 in May. Early summer remained elevated—0.46 in June and 0.64 in July—before easing to 0.50 in August. The trough arrived in September at 0.27, followed by a gradual rebuild to 0.29 in October, 0.46 in November, and a year-peak of 0.65 in December. December-to-December, France’s CPC rose about 12%.
Volatility stood out. The average absolute month-to-month change in France was roughly 0.14 points—about double the global pattern. The sharpest single move was January to February (−0.33), while the biggest lifts came in April to May (+0.21), November to December (+0.19), and June to July (+0.18).
The French series shows a winter correction (February–March), a spring/summer lift culminating in July, and a pronounced late-Q3 softening into September. Performance then rebuilt through Q4, with October still subdued, November normalizing, and December marking the annual high. This rhythm loosely aligns with typical seasonal dynamics—mid-year stability often interrupted by late-Q3 softness, and end-of-year pressure—though the French series concentrated more of its movement around the September low and December peak.
France’s CPC stayed well below the global benchmark throughout the period. The global average was about 1.14 versus France’s 0.46—roughly 60% lower in France. The gap narrowed at the top end: July (0.64 in France vs. 1.07 globally) and December (0.65 vs. 1.10) sat around 40% below market. At its widest, September’s 0.27 lagged the global 1.06 by roughly 74%. While the global trend was steady with a single notable spike in November (1.31), France was more volatile, with larger swings and a deeper Q3 trough, followed by a stronger year-end rebound.
Viewed through Facebook Ads benchmarks, CPC trends for Hardware and Networking in France reveal consistently lower country-specific ad costs than the global average, but with greater intra-year movement and a distinctive Q3 dip followed by a December high. Understanding CPC performance for this industry in France helps marketers contextualize country-specific ad costs against global CPC trends and broader industry ad performance 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 Hardware and Networking 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app