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February 2025 - February 2026
Detailed observation of presented data
The global Legal category ran hot and choppy on Facebook Ads cost-per-purchase across 2025, consistently above the overall market and prone to outsized swings. Costs opened the year at a towering $2,010 in January, plunged into midyear, spiked again in July, then cooled into Q4 before resetting to a yearly low of $122 in January 2026. Against the global all‑industry benchmark that drifted lower and remained comparatively steady, Legal’s purchase costs were both higher and far more volatile.
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 the Legal industry globally (all countries) compared to the global benchmark.
Across the 13-month window, Legal’s cost per purchase averaged roughly $580, ranging from a high of $2,010 in January 2025 to a low of $122 in January 2026. The year began elevated, eased through June ($203), then surged to the second-highest month in July ($1,173) before moderating into Q4 (averaging about $283 from October to December).
Momentum was dramatic. From January to June 2025, costs fell about 90%; June to July rebounded nearly 5.8x; August corrected to $254; September lifted again to $642. Month-to-month volatility averaged about $521, with the sharpest one-month drop in January to February (−$1,720) and the steepest one-month lift in June to July (+$969). By the end of the period, January 2026 settled at $122, a 94% decline versus the January 2025 peak.
The Legal category showed a pronounced early-year spike, a pattern sometimes seen when budgets and auction dynamics reset after the holidays. Q2 oscillated: April dipped, May rebounded, and June marked the trough. Q3 peaked in July, cooled in August, and regained some altitude in September. Q4 stayed comparatively restrained, with costs in the low- to mid‑$200s to low‑$300s and a gentle drift downward into December. The new year reset was notable: January 2026 printed the lowest cost of the entire series.
While Q4 often tightens as competition rises, this sequence leaned toward moderation rather than inflation. Early Q1 typically brings renewed auction movement; here, the 2026 reset underscored how sharply costs can rebase following a volatile year.
Compared with the global all-industry benchmark (averaging about $49.6), Legal’s Facebook Ads benchmarks for cost-per-purchase were consistently above market, averaging ~11.7x higher. The gap fluctuated widely—from roughly 4x (June 2025) to about 38x (January 2025). The overall benchmark trended gently lower through 2025 (around $52 in January to $47–48 in December) before a notable drop to $25 in January 2026. By contrast, Legal fell far more steeply over the full period (−94% from January 2025 to January 2026) and was markedly more volatile, with average monthly changes of $521 versus about $3.3 for the baseline.
Understanding Facebook Ads cost-per-purchase benchmarks for the Legal industry across all countries helps marketers gauge country‑specific ad costs in context and compare purchase efficiency to global patterns. While CPC trends, CPM analysis, and CTR performance provide fuller diagnosis, this CPP view shows how Legal’s industry ad performance globally diverged from the steadier all‑industry baseline.
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. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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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.
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It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.
Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.
Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.
Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.
Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.
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