Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
HR & Staffing advertisers in France faced a very different Cost Per Click (CPC) environment than the global market. From a strong, above-market start in November 2024, CPCs surged into January 2025, eased in March, and then collapsed to an anomalously low level in May. Globally, CPC trends moved the other way—slipping gently through Q1 and holding steady—creating a stark contrast in both level and volatility. 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 HR & Staffing in France compared to the global benchmark.
Across the four observed months, France’s HR & Staffing median CPC began at $2.70 in November 2024, peaked at $4.33 in January 2025, softened to $3.71 in March, and then plunged to roughly $0.01 in May. The period average lands at $2.69, though it is heavily pulled down by May’s near-zero reading; the median across those months sits closer to $3.21. Month-to-month, the series swung sharply: +60% from November to January, −14% into March, then −99% into May. The average absolute move was about $1.98 per month, signaling unusually high volatility.
By comparison, the global Facebook Ads benchmark for CPC averaged about $1.20 over November–May. The global series drifted from $1.46 in November to $1.13 in May (−23%), with very mild month-to-month changes averaging roughly $0.06—far steadier than the France HR & Staffing pattern.
Seasonally, the global pattern followed familiar terrain: CPCs eased through Q1, remained contained into spring, and typically see a mild lift into Q4. The benchmark’s lowest stretch ran February–April 2025 near $1.13–$1.14, before a gradual rise later in the year.
France’s HR & Staffing CPC diverged from that rhythm. After a firm November, the category spiked into January—counter to the global Q1 softening—then moderated by March while still remaining well above the global level. May broke that profile with an outlier result near zero, interrupting what otherwise looked like a high-cost, high-volatility track.
Relative to the global benchmark, France’s HR & Staffing CPCs were consistently above market through Q1. The gap was +84% in November 2024 ($2.70 vs. $1.46), widened to +281% in January 2025 ($4.33 vs. $1.14), and remained elevated at +225% in March ($3.71 vs. $1.14). On average across November–March, France ran roughly 2.9x the global median. May flipped the relationship, with France coming in 99% below the global level due to the near-zero reading. While the global trend declined a steady 23% from November to May, France’s HR & Staffing series was markedly choppier, with much larger month-to-month swings and a far wider range ($0.01–$4.33).
In short, Facebook Ads benchmarks show HR & Staffing CPC trends in France running well above the global market through Q1 2025, followed by an extreme May anomaly. For industry ad performance watchers comparing country-specific ad costs, this CPC analysis underscores how France diverged from the steadier global curve. Understanding Cost Per Click benchmarks for HR & Staffing in France helps contextualize CPM analysis and CTR performance studies against global 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 HR & Staffing 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