Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Legal advertisers in France saw a year of two halves for Facebook Ads cost-per-click. CPCs sat far below the global benchmark through late 2024 and early 2025, then surged sharply in midsummer before easing into early fall. Where the global market held steady around the low $1s, France’s Legal category swung from near-zero clicks to above-market pricing, making it one of the choppier country-specific ad costs in our dataset. 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 Legal in France compared to the global benchmark.
Across the seven observed months, Legal CPC in France averaged about $0.46, with a median near $0.06—held down by unusually low early-year pricing. The series began at $0.06 in December 2024, dipped to its low of $0.01 in April 2025, then lifted to $0.06 in May. The turning point arrived in July: CPC spiked to a high of $1.38, before cooling to $1.05 in August and $0.65 in September. From start to end, the metric climbed roughly 11×, underscoring the market’s momentum shift.
Month-to-month movements were pronounced:
Volatility averaged a 0.36-point absolute move between observed months, roughly 10× the global benchmark’s 0.04-point average swing over the same stretch. The result: a Legal CPC range in France of 110× from low to high, versus a comparatively narrow band globally.
The pattern in France diverged from typical seasonal rhythm. Early Q1–Q2 pricing was unusually soft, with CPC hovering near micro-cost levels through April and only marginally higher in May. The inflection arrived in midsummer: a July peak at $1.38 marked the year’s high, followed by a steady comedown into August ($1.05) and September ($0.65).
Globally, CPC trends were steadier and more seasonal. The market peaked in December 2024 (~$1.28), then moved within a tight $1.06–$1.14 range through September 2025 before rising again into November (the global high at ~$1.31). This frame highlights how France’s Legal CPCs compressed early, then expanded abruptly in Q3—an atypical cadence relative to the global pattern.
Relative to the global benchmark (which averaged about $1.13 over the overlapping months), France’s Legal CPCs were mostly below average but briefly surged above market:
On average across the observed months, France’s Legal CPC ran about 58% below the global level. The gap was narrowest in August (roughly −5%) and widest in April (about −99%). While the global series rose and fell modestly within a 17% span, France’s Legal CPC traced a far choppier arc—falling to near-zero, then rallying sharply in midsummer before settling into a mid-range level by early fall.
These Facebook Ads benchmarks show pronounced CPC trends for the Legal industry in France: an early-year trough, a midsummer spike, and an overall profile that is more volatile than the global CPC baseline. Understanding CPC trends and country-specific ad costs helps situate Legal industry ad performance in France within broader Facebook Ads benchmarks and global market context.
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 Legal 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