Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
IT Services & Outsourcing in France ran well below the global Facebook Ads CPC benchmark through the observed window, but with a sharp lift into early 2025. The market opened at an unusually low CPC in November 2024 and moved closer to global levels by March 2025, narrowing what began as a wide cost gap. Meanwhile, the global benchmark followed a familiar seasonal rhythm: high in late Q4, softer into Q1, then a gentle midyear trough before re-acceleration.
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 IT Services & Outsourcing in France compared to the global benchmark.
Against the global baseline, the contrast is clear. The worldwide CPC measured 1.46 in November 2024 and 1.14 in March 2025, averaging 1.30 across those two checkpoints. That puts France’s IT Services CPC about 60% below the global average for the same months. The gap narrowed meaningfully over time: France was 88% below the global mark in November (0.18 vs. 1.46), but only 26% below by March (0.85 vs. 1.14).
Looking beyond those two points, the global CPC averaged roughly 1.15 over the full Nov 2024–Nov 2025 period, with a typical month-to-month swing of about 0.06—moderate volatility by Facebook Ads benchmarks.
The global CPC trend shows classic seasonality. Costs peaked in November 2024, softened through December and into Q1, and eased further into a midyear trough around late summer (near 1.04–1.09). From there, CPCs lifted in early Q4 and rose sharply again by November 2025 (1.21), though still below the prior November’s peak.
France’s IT Services CPCs followed a different cadence in the limited timeline available. November 2024 was an outlier-low reading at 0.18—well below typical country-specific ad costs indicated by the global dataset. By March 2025, CPC climbed to 0.85, aligning more closely with broader industry ad performance patterns while remaining under the global benchmark.
In sum, Facebook Ads CPC trends for IT Services & Outsourcing in France ran notably below the global benchmark, starting at an exceptionally low level in November 2024 and rebounding toward March 2025. Understanding Facebook Ads cost-per-click benchmarks for IT Services & Outsourcing in France helps contextualize country-specific ad costs, CPC trends, and industry ad performance relative to the global pattern.
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 IT Services & Outsourcing 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 thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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