Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
SaaS & Cloud Platforms in France ran hot on cost-per-click this year, consistently pricing above the global Facebook Ads benchmarks while moving through sharp seasonal swings. The story opens with a Q4 spike, resets in early Q1, then alternates between surges and troughs through the summer before stabilizing into autumn. Volatility is the standout: France’s CPC moved in bigger, faster steps than the global baseline, with pronounced peaks in November and April and clear dips in June and August. 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 SaaS & Cloud Platforms in France compared to the global benchmark.
Across November 2024 to October 2025, France’s SaaS CPC averaged 1.43, versus a 1.14 global average—about 25% higher. The period began elevated at 2.11 in November 2024, slid to 1.28 in December, and ended at 1.42 in October 2025—netting a 32% decline from start to finish, but with multiple swings in between.
Highs and lows were pronounced: the yearly high landed in November 2024 at 2.11, with a second crest in April 2025 at 1.98. The trough arrived in June at 0.93, with a secondary dip in August at 0.99. Month-to-month movements underscored the choppiness: -39% from November to December; a +57% surge from March (1.26) to April (1.98); a two-month slide into June (-37% from May); then a +44% rebound in July, a -26% step-down in August, and a +34% lift into September. Average monthly volatility measured 0.41 points versus just 0.05 globally—roughly nine times more volatile.
The rhythm mirrors classic platform seasonality but with bigger amplitude for SaaS in France. Q4 kicked off with elevated CPCs in November and a quick reset in December. Q1 was steadier (average 1.44), rising into February before a March ease. Q2 was the most dramatic: an April spike, a May cooling, and June’s trough. Q3 was mixed—July rebounded, August softened, and September re-accelerated—before October held in a mid-to-high band at 1.42. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1; the France series echoed this pattern, but with larger swings and sharper month-to-month changes than the market.
Relative to the global CPC trends, France ran above market in most months:
The global benchmark trended gently downward across the period (1.46 in November 2024 to 1.05 in October 2025, average 1.14) with small month-to-month changes. France’s path was choppier (-7% in March, +57% in April, -37% by June), widening and narrowing the gap through the year. At its narrowest, France matched global costs in December; at its widest, April sat three-quarters above the market.
In sum, Facebook Ads CPC benchmarks for SaaS & Cloud Platforms in France point to above-market, highly variable country-specific ad costs, with peaks in November and April and troughs in June and August. Understanding these CPC trends—alongside broader CPM analysis and CTR performance context—helps situate industry ad performance in France against 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 SaaS & Cloud Platforms 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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