Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
France’s Real Estate market tracked the global Facebook Ads benchmarks on average, but with far sharper swings. Median cost-per-click (CPC) surged in spring, then reset hard through summer, finishing the year below global levels despite a brief November lift. The story isn’t about price level—it’s about momentum 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 Real Estate in France compared to the global benchmark.
Across the 13-month window, France’s median CPC averaged 1.13—essentially in line with the 1.13 global average. The market started at 1.42 in December 2024 and ended at 0.74 in December 2025, a 48% decline end to end. The year’s peak arrived in March 2025 at 2.52, while the trough hit in July at 0.56, setting a wide range of nearly 1.96 points.
Month-to-month movement told the real story. After a soft January–February (0.88–0.93), CPC spiked +172% in March to 2.52, then cooled to 1.61 in April (−36% MoM) and 1.51 in May. Early summer held above 1.00 (June at 1.25) before a steep reset: July dropped to 0.56, with August–September stabilizing around 0.62–0.66. Q4 mixed a modest October (0.86), a November rebound (1.19), and a softer December (0.74).
Volatility was the defining characteristic. France’s month-to-month absolute change averaged 0.44 points, roughly six times more volatile than the global benchmark’s 0.07.
Globally, CPCs stayed tightly banded between roughly 1.06 and 1.30, with a familiar late-year bulge in November (1.30). France’s pattern diverged: a spring spike, mid-year softness, and a lighter-than-usual Q4 for Real Estate.
On a 2025-only basis, France’s Real Estate CPC averaged 1.11, nearly identical to the global 1.12. But the monthly profile diverged substantially:
The global trend moved within a tight corridor, dipping from January to year-end with a single November swell. France was choppier—rising sharply into March, moderating in spring, then undercutting global levels through late summer and much of Q4.
These Facebook Ads benchmarks highlight CPC trends for the Real Estate industry in France: average costs aligned with global levels, but with markedly higher volatility—spring highs, summer lows, and a lighter Q4 than the broader market. Understanding cost-per-click performance for Real Estate in France helps contextualize country-specific ad costs and compare industry ad performance against the global benchmark.
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 Real Estate 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.
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
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