Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Transportation and Logistics in France posted a dramatic CPC arc in 2025 to date: a premium January, followed by a steady descent that undercut the market by early summer. Compared to a remarkably steady global benchmark, France’s curve was steeper and more volatile, with January standing out as the high-water mark and June–July settling into the year’s trough. 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 Transportation and Logistics in France compared to the global benchmark.
Across the observed months (January and May–July 2025), CPC in France averaged about 1.23, bookended by a 2.54 start and a 0.63 July finish. January was the peak at 2.54; July was the low at 0.63, with June close at 0.66. The path down was pronounced: CPC fell 56% from January to May (2.54 to 1.11), then dropped another 41% into June (1.11 to 0.66) and eased slightly into July (−5% to 0.63). From January to July, the per‑click cost compressed by roughly 75%. Dispersion was high: the standard deviation across the four readings was about 0.90, and the average step-change between observed months was 0.64 dollars—both signaling substantial volatility for a single year’s first half.
By contrast, the global CPC trend was stable. The global average for the same checkpoints (January, May–July) was about 1.12, moving within a tight 1.10–1.15 band. That stability magnified France’s swings: France began well above market before spending the summer well below it.
The rhythm in France skewed toward a winter premium and a mid-year soft patch. January’s CPC sat high, then costs eased through late spring and into early summer, finding their lowest levels in June and July. Globally, the pattern was flatter through most of the year, with CPCs clustered around 1.10–1.15 from January to October, rising in November (1.32) and dipping in December (1.06)—a familiar late‑year cadence as competition peaks and then cools. Against that backdrop, France’s Transportation and Logistics market showed an outsized early‑year spike and a sharper‑than‑average summer ebb.
The relative positioning shifted materially month to month:
On average across these readings, France still sat about 10% above the global CPC, a legacy of the outsized January premium. The gap was narrowest in May (≈4% below global) and widest in January (≈126% above). Volatility was the key differentiator: France’s standard deviation (~0.90) dwarfed the global reading (~0.06 over the full year; ~0.02–0.03 over the same checkpoints).
Taken together, these Facebook Ads benchmarks spotlight CPC trends for Transportation and Logistics in France: a winter surge, a pronounced mid‑year cooldown, and a more volatile trajectory than the global norm. Understanding country‑specific ad costs and industry ad performance helps contextualize where France sits against worldwide CPC patterns for Transportation and Logistics advertisers.
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 Transportation and Logistics 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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