Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Real Estate advertisers in France saw a year defined by sharp swings in cost-per-click, punctuated by a dramatic March spike and a deep summer trough. On average, France tracked slightly below the global CPC benchmark, but with far more volatility: periods of elevated costs in late Q1 and Q2 gave way to a soft, low-cost Q3 and a moderate Q4 rebound. 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.
France’s Real Estate CPC opened at 0.88 in January and closed at 0.74 in December, a 15% decline across the year. The average CPC was 1.11, ranging from a low of 0.56 in July to a high of 2.52 in March. March was the clear outlier—nearly triple January and 72% higher than February—before costs cooled in April (−36% vs. March) and eased through May and June.
The second act was the summer reset: CPC fell by 55% from June to July, then stabilized in a narrow 0.62–0.66 band through September. Q4 brought a cautious climb: October rose 37% from September, November added another 33%, and December fell back 35%, closing the year below January. Month-to-month volatility averaged 0.42 points, signaling a choppy market with large swings between peaks and troughs.
Quarterly rhythm underscores the two-speed year: Q1 averaged 1.44, Q2 1.46, Q3 dropped to 0.61, and Q4 recovered to 0.91.
The pattern aligns with common platform seasonality but with amplified moves for France’s Real Estate segment. Costs rose through late Q1 into Q2, then softened sharply in Q3 when clicks were comparatively inexpensive. Q4 showed renewed competition, with a pronounced but shorter-lived lift in November before a December pullback. The year’s tightest cluster occurred in August–September, where CPCs hovered around 0.62–0.66—far below the earlier highs.
Against the global benchmark (all industries), France’s Real Estate CPC averaged slightly lower (1.11 vs. 1.13), but with markedly greater variability. The global trend was steady—mostly between 1.05 and 1.15—except for a predictable November spike to 1.32 and a soft December at 1.05. France diverged from this stability: it led the market from March to June, then sat below global levels for the remaining eight months.
Monthly gaps were wide: France ran 22–24% below global levels in January and October, 42–49% lower in July–September, and 13% lower in November, when global CPCs peaked. On the upside, France outpaced global CPCs by 14% in June, 31% in May, 42% in April, and 121% in March. Average monthly volatility was about seven times higher in France (0.42) than the global series (0.06), marking France as more reactive to seasonal and market pressures.
Overall, Facebook Ads benchmarks show that CPC trends for the Real Estate industry in France were below the global average but substantially more volatile, with a March peak and a Q3 trough defining the year’s arc. Understanding country-specific ad costs and industry ad performance helps contextualize CPM analysis and CTR performance alongside CPC to compare outcomes with global patterns for Real Estate in France.
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.
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