Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
The Media industry in France ran well below the global Facebook Ads benchmarks for cost-per-click (CPC) over the past year, but with far sharper month-to-month swings. The story is a low-cost environment punctuated by a dramatic midsummer drop and a steady late-year rebuild. While global CPCs drifted lower and stayed remarkably steady, France showed rising momentum into winter, a sharp correction by February, a spring bounce, and then a July collapse before climbing back through early Q4.
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 Media in France compared to the global benchmark.
Across November 2024–October 2025, Media CPC in France averaged about $0.42, ranging from a low of $0.04 in July to a high of $0.65 in January. The period opened at $0.40 in November 2024 and closed at $0.45 in October 2025, a modest +12% lift end to end despite heavy turbulence.
Key movements:
Volatility was pronounced. The average absolute monthly move was roughly 0.17 CPC points, versus the global benchmark’s 0.05 — nearly four times more volatile. Eight of 12 months in France came in below $0.50, underscoring consistently low country-specific ad costs for Media.
A winter lift carried CPC from late Q4 into early Q1, consistent with heightened year-end competition and early-year carryover. The market then softened in February before rebounding in March. Q2 was a gentle comedown, setting up an exceptionally soft Q3: July marked the year’s floor at $0.04, with a brisk rebound beginning in August and continuing through early Q4. The rhythm suggests a high-amplitude pattern: strong into January, corrective in late winter, subdued through June, then a midsummer dip far deeper than typical seasonality, followed by a measured recovery into October.
Against the global benchmark (average ~$1.14), France’s Media CPC averaged roughly 63% lower, or about 37% of global levels. The gap narrowed most in January (France $0.65 vs. global $1.14, ~42% below) and widened most in July (France $0.04 vs. global $1.07, ~96% below). Month after month, France remained below market, but the distance oscillated: tighter in December–March (generally 42–55% below), wider in mid-year (60–96% below), then stabilizing around 57% below by October.
Trend shapes diverged as well. The global benchmark eased from $1.46 in November to $1.05 by October (−28%), with small, orderly month-to-month changes (0.05 points on average). France, by contrast, traced a choppier arc: up into January, down in February, up again in March, tapering through June, and a pronounced July trough before a multi-month rebound.
In sum, Facebook Ads CPC trends for the Media industry in France show structurally lower country-specific ad costs than the global benchmark, paired with substantially higher volatility and a notable Q3 dip. Understanding cost-per-click benchmarks for Media in France helps advertisers evaluate pricing rhythms and compare performance to 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 Media 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