Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Nonprofit advertisers in France spent far less per click than the global benchmark in 2025, but the ride was considerably choppier. Costs hovered at modest levels through the first half, then swung dramatically in Q3 and Q4 — peaking in October, plunging in November, and rebounding into December. 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 the Nonprofit industry in France compared to the global benchmark.
France’s Facebook Ads CPC started at 0.335 in January and ended at 0.652 in December — a 95% lift from start to finish. The annual average was 0.355 (median 0.319), with a wide range from a low of 0.042 in April to a high of 0.715 in October.
Key movements stood out:
Volatility was pronounced. The average absolute month-to-month move was 0.255, roughly 72% of the annual average CPC — far more erratic than the global benchmark’s 0.059. One-third of months (May, September, October, December) cleared 0.40, while April and November formed deep troughs.
The year’s rhythm split into four distinct phases:
This pattern broadly mirrors typical end-of-year competitive pressure, but with an earlier apex (September–October) and a November break that diverged from broader market behavior.
Against the global Facebook Ads benchmarks, France’s Nonprofit CPC remained structurally lower. The global average was 1.13 for 2025, versus 0.36 in France — about 69% below market. The monthly gap narrowed in late Q3 and Q4: France trailed by 35% in September (0.705 vs. 1.094), 36% in October, and 38% in December. The widest gaps appeared in April (−96%), November (−92%), and August (−87%).
Momentum also diverged. The global trend was largely stable through the year, slipping 6% from January (1.120) to December (1.052) with a clear peak in November (1.316). France moved in sharper waves, rising 95% from January to December, with a pronounced late-year whipsaw. Volatility in France was roughly 4.3 times higher than the global series.
In summary, Facebook Ads CPC trends for the Nonprofit industry in France in 2025 were markedly below global levels but far more volatile, with a distinct September–October surge and an unusual November dip before year-end elevation. This CPC analysis provides country-specific ad costs and industry ad performance context to compare France’s Nonprofit market with 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 Nonprofit 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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