Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Transportation and Logistics advertisers in France saw a dramatic mid-year reset in Facebook Ads cost-per-click. CPC slid from roughly $1.11 in May 2025 to $0.66 in June, easing further to $0.63 in July. Against a broadly steady global benchmark over the same months, France’s market moved sharply lower and stayed there, creating a clear divergence in country-specific ad costs for this industry.
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 May–July 2025, CPC in France averaged $0.80, ranging from a high of $1.11 in May to a low of $0.63 in July. The month-to-month moves were pronounced: a 40% decline from May to June (−$0.45), followed by a milder 5% dip into July (−$0.03). That produced an average monthly volatility of $0.24, a sizable swing for a three-month window.
By contrast, the global CPC benchmark averaged $1.06 over the same period, with a tight range between $1.03 and $1.11. Global month-to-month changes were modest: −$0.08 in June (−7%) and +$0.02 in July (+2%), for an average monthly volatility of just $0.05. In other words, France’s Transportation and Logistics CPC was nearly five times more volatile than the global median across these months.
The gap to the market widened as the quarter progressed. France was essentially at parity with global levels in May (−0.4% vs. market), then fell 36% below in June and 40% below in July. On average for May–July, France trailed the global CPC by about 25% ($0.80 vs. $1.06).
The selected window shows a pronounced early-summer reset in France: a steep June step-down, then a stable low in July. Global CPCs, however, followed a gentler rhythm—softening into June and rebounding slightly in July—consistent with a gradual easing seen earlier in the year.
Looking at broader context, the global benchmark has been trending lower from late 2024 into 2025: from $1.47 in November 2024 to $0.95 by September 2025. That arc suggests a year of softer CPC trends overall, with Q2–Q3 typically presenting lower levels before year-end seasonality takes hold.
The global trend over the broader period eased roughly 35% from November 2024 ($1.47) to September 2025 ($0.95), while France’s three-month snapshot shows a sharper, faster adjustment concentrated in June.
Facebook Ads benchmarks for CPC in Transportation and Logistics show France breaking from the global pattern in mid-2025—tracking at parity in May before settling 25–40% below global levels through early summer. Understanding CPC trends and country-specific ad costs for Transportation and Logistics in France helps advertisers compare industry ad performance to global patterns and interpret broader CTR performance and CPM analysis alongside these cost dynamics.
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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