Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
The headline for Recreation and Travel advertisers in France: cost-per-clicks are consistently far below the global Facebook Ads benchmarks, yet the market moves with sharper swings. Across the past 13 months, CPCs in France averaged 0.34, roughly 70% below the global median of 1.13, but with pronounced spikes and dips—most notably a May peak followed by a June collapse. While the global trend saw a controlled slide with a distinct November surge, France’s pattern was choppier and more seasonal.
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 Recreation and Travel in France compared to the global benchmark.
CPC trends in France opened at 0.15 in December 2024 and closed at 0.25 by December 2025, a 69% lift year over year, yet still well below global levels. The French market’s average CPC over the period was 0.34, ranging from a low of 0.13 in June to a high of 0.85 in May. That 0.72-point range is large relative to the average—about double the mean—showing a market that can swing quickly.
The monthly path reads like a stop-and-go ramp: 0.52 in January, down to 0.28 in February, back up to 0.47–0.46 in March–April, then a sharp climb to 0.85 in May. Immediately after, CPCs fell hard to 0.13 in June and stayed subdued through late summer (0.15–0.28 from July–September). A modest rebound emerged in October (0.43), easing in November (0.36) and finishing the year at 0.25.
Volatility was the defining trait. The average absolute month-over-month move in France was 0.22, more than triple the global benchmark’s 0.07. By contrast, global CPCs averaged 1.13 and moved within a tighter 1.05–1.30 band, peaking in November and bottoming in December.
The first quarter in France was uneven: a strong January, softer February, and a March–April rebuild. Spring culminated in a May high—often a pivotal month for travel intent—before a pronounced June reset and a quiet summer stretch through September. Q4 brought a brief October lift, then a steady cooling into December. Globally, the pattern was more classic: competition intensified into November (the year’s high at 1.30), followed by a December pullback to 1.05.
Overall, France’s Recreation and Travel segment showed stronger spring momentum and a softer late summer, with Q4 activity restrained compared to broader market pressures.
Relative to global Facebook Ads benchmarks, France’s CPCs remained “below market” throughout. The average gap was large (around 70% lower), with the narrowest spread in May (France at 0.85 vs. global 1.14, 26% lower) and the widest in December 2024 (0.15 vs. 1.28, 89% lower). While global CPCs declined about 18% from December to December, France rose 69% over the same span—still landing at just 0.25 versus the global 1.05. The structural discount in France was paired with higher volatility: a 0.22-point average monthly swing, versus 0.07 globally, and a wider intra-year range (0.72 vs. 0.25).
Facebook Ads cost-per-click benchmarks for Recreation and Travel in France show a low-cost but more volatile market: a 0.34 average CPC, a May peak, a June trough, and consistently lower country-specific ad costs than the global trend. Understanding CPC trends and industry ad performance in France helps contextualize paid social efficiency against global patterns for this category.
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 Recreation and Travel 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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