Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Legal cost-per-lead (CPL) in All countries ran materially above the global benchmark for most of the 13‑month period, but with dramatic swings and a late-July 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 Legal in All countries compared to the global benchmark.
Legal CPLs started at about $121 in July 2025 and finished at roughly $126 in July 2026 — a modest +4.6% lift across the year‑long window. Behind that small net change sits large dispersion: Legal averaged approximately $123 per lead (median series mean ≈ $122.95), with a high of $228.46 in September 2025 and a low of $20.64 in June 2026. Compared with the baseline, Legal ran far above market most months: the global median CPL averaged about $44 over the same period.
Peaks and troughs punctuate the narrative. A sharp spike to $228 in September 2025 was the period high (about +86% vs the Legal average). Early‑2026 levels were elevated (January–February clustered around $172–$188), then a steep decline through March–June (to $81, $56, $36, then $20.64). That June trough was the single month where Legal CPL fell well below the global median. The series ends with a strong July 2026 rebound to $126.
Volatility is a defining characteristic: standard deviation of the Legal series is roughly $60 (about 49% of the mean), and average month‑to‑month absolute movement was large — roughly a 79% change on average between months. One extreme flip (June → July) recorded a +511% jump, underlining episodic churn rather than steady drift.
The timeline shows pockets of seasonal rhythm but with unusual amplitudes. Late‑Q3 2025 saw the highest pressure (September spike), while late spring into summer 2026 showed a pronounced easing (March → June decline). The trough in June 2026 contrasts with a rebound in July 2026, creating a sawtooth pattern rather than a smooth seasonal curve. The global baseline followed a gentler cadence — small rises into early 2026 and a notable drop in July 2026 — but without the extreme month‑to‑month swings seen in Legal CPL.
On average, Legal CPLs were about 2.8x the global median ($123 vs $44) — roughly +180% higher. Month‑by‑month, Legal ran from roughly 1.35x to 6.1x the baseline: the narrowest gap occurred in April 2026 (Legal ≈ $56 vs global ≈ $41, ~135% of baseline), and the widest in July 2026 (Legal ≈ $126 vs global ≈ $21, ~6.1x). Two months (May and June 2026) bucked the pattern: Legal CPLs dipped below the global median in May (~$36 vs $45) and June (~$21 vs $37). Overall, Legal was more volatile than the baseline (Legal SD ≈ $60 vs baseline SD ≈ $7.8), illustrating sharper swings around a much higher central value.
Understanding cost-per-lead trends for the Legal industry across All countries provides a clear benchmark for comparing Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, and broader country-specific ad costs and industry ad performance.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Legal industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
Analyze Facebook ad performance
See which ads, audiences, and creatives drive results.
Spot creative patterns that affect ROAS.
Create reports without spreadsheets.
The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
A good CPL usually ranges from $10 to $50, depending on your industry and target audience. B2C offers tend to be cheaper, while B2B or high-ticket services may see CPLs over $100.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
Compare cost benchmarks for Facebook advertising metrics.
Cost per click benchmarks across industries
Cost per thousand impressions across markets
Click-through rate benchmarks for Facebook Ads
Cost per lead benchmarks across markets
Cost per purchase benchmarks across industries
App install cost benchmarks