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Facebook Ads Cost Per Lead Benchmarks for Legal in United Kingdom

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Cost Per Lead for Legal in United Kingdom

October 2024 - October 2025

Insights

Detailed observation of presented data

Cost per lead benchmarks: Legal in Great Britain vs global baseline

This analysis looks at cost per lead trends for industry Legal and target country Great Britain compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • Great Britain Legal posted a five‑month average cost per lead of 2,202.76, about 59x higher than the global baseline average of 37.09 for the same period (Jan–May 2025).
  • The series was highly volatile: a sharp spike in February–March (peaking at 5,247.23) followed by a collapse to 10.48 in May. From January to May, costs fell 91.5%.
  • Month‑to‑month moves were extreme: +3,119% (Jan→Feb), +31.6% (Feb→Mar), −68.7% (Mar→Apr), and −99.4% (Apr→May). The baseline moved within −15.6% to +17.5%.
  • May’s cost per lead in Great Britain (10.48) fell below market, sitting 74% under the global May median (39.63).
  • The global benchmark shows mild seasonality with a small uptick in Q4 and steady levels in early 2025, while Great Britain Legal diverged from these patterns.

Overview of the selected market (Legal, Great Britain)

  • Period covered: January–May 2025 (monthly medians).
  • Average: 2,202.76; median across months: 1,642.94 (April).
  • High: 5,247.23 (March). Low: 10.48 (May).
  • Trend: After a moderate January (123.88), costs surged in February (3,989.28) and March (5,247.23), then retreated in April (1,642.94) and plunged in May (10.48).
  • First-to-last change: −91.5% from January to May.
  • Notable spikes/dips:
  • Spike: February (+3,119% vs January) and March (+31.6% vs February).
  • Dip: April (−68.7% vs March) and especially May (−99.4% vs April).

Comparison to the global baseline

  • Overlapping-month average (Jan–May 2025): 37.09 globally vs 2,202.76 in Great Britain Legal (≈59x higher).
  • Global highs/lows in the period: 39.63 (May) high, 32.84 (March) low; range stays tight (about 6.8).
  • Global first-to-last change (Jan→May): +11.5%, indicating steady to slightly rising costs.
  • Relative positioning by month:
  • January: 123.88 vs 35.54 (≈3.5x above market).
  • February: 3,989.28 vs 38.86 (≈103x above market).
  • March: 5,247.23 vs 32.84 (≈160x above market).
  • April: 1,642.94 vs 38.59 (≈42.6x above market).
  • May: 10.48 vs 39.63 (≈74% below market).

Seasonality and volatility context

  • Baseline seasonality: mild Q4 lift (November–December) with stable medians around the mid‑30s to high‑30s through early 2025—consistent with typical holiday‑period tightening and steady post‑holiday normalization.
  • Selected series: does not follow the baseline’s seasonal shape. The Q1 spike and May collapse point to idiosyncratic dynamics within Great Britain Legal during early 2025.
  • Volatility: Great Britain Legal shows outsized month‑to‑month swings, while the global benchmark remains stable and within a narrow band.

Understanding cost per lead benchmarks on Facebook Ads in industry Legal and Great Britain helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Legal industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

United Kingdom Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 22nd January (Scotland)
Apr 18Good Friday
Apr 21Easter Monday
May 5Early May Bank Holiday
May 26Spring Bank Holiday
Aug 25Summer Bank Holiday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions

Potential Advertising Impact

CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.

What is considered a good cost per lead on Facebook in 2025?

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.

Why is my CPL higher than industry averages?

Your CPL could be high due to weak creative, irrelevant targeting, or an offer that doesn't resonate. Low engagement or poor conversion rates on your landing page can also drive up costs.

Does campaign objective impact CPL?

Yes. Campaigns optimized for conversions or leads tend to generate cheaper and more qualified leads compared to traffic or engagement objectives. Facebook needs clear signals to find the right users.

How can I generate leads at a lower cost without hurting lead quality?

Focus on improving your offer, targeting the right audience, and using high-converting creative. Test native lead forms, but make sure you're still qualifying users properly.

Should I optimize for leads or conversions if my goal is pipeline growth?

If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.

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