Compare ecommerce conversion cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Legal-sector cost-per-purchase tells a loud, uneven story versus the global baseline. Over the 12 months from July 2025 to June 2026, Legal ads across All countries available ran at substantially higher costs and much greater swings than the overall market. 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 available compared to the global benchmark.
Cost per purchase for Legal averaged about $334 over the period, starting at $225 in July 2025 and finishing at $136 in June 2026 — a net decline of roughly 40% from start to finish. The month-to-month range was wide: the high was an outsized $754 in January 2026, and the low landed at $136 in June 2026. Volatility was material: the monthly standard deviation was about $156 (roughly 47% of the mean), signaling large swings rather than steady movement.
Key monthly movements include a pronounced spike into January 2026 (up ~152% from December’s ~$300 to $754), followed by a dramatic pullback in February (down ~61% from January). Other peaks appeared in September 2025 (~$381) and March 2026 (~$428). The sharpest single-month decline after January occurred in May→June 2026 (from ~$395 to $136, a ~66% drop).
Rhythm across the year felt punctuated rather than seasonal: early Q3 (July–September) showed mid-range costs ($225–$381), late Q4 and December held near $267–$300, then a concentrated spike in early Q1 2026. After the January spike, costs oscillated through spring before collapsing to the year low in June. The baseline market — by contrast — showed muted seasonality: monthly medians clustered around $50 with a small March uptick and a modest downshift into early summer.
Describing the cadence: the Legal vertical experienced a high-amplitude pulse in Q1, then a gradual settling with sharper drops entering summer, whereas the global benchmark followed a calmer seasonal contour.
Compared to the global benchmark (average ~$50 across the same months), Legal cost per purchase ran roughly 6.7× higher on average. The multiple varied by month: the narrowest gap was in June 2026 (Legal ≈ $136, about 3.2× the $43 baseline), while the widest gap occurred in January 2026 (Legal ≈ $754, about 15.3× the ~$49 baseline). In relative terms, Legal costs were consistently above market levels and materially more volatile; where the global trend moved within a ~±20% band around $50, Legal moved in several hundred-percent swings month-to-month.
This data narrative of cost per purchase for Legal across All countries available highlights pronounced volatility, a January 2026 peak, and an average cost roughly $334 versus a $50 global benchmark. Understanding Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, and country-specific ad costs alongside industry ad performance helps frame how Legal compares to broader market patterns.
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 CPP 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.
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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.
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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. A higher CPA can work when the margin supports it. Measure CPA 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 advertisers stay within a target CPA. It suits experienced advertisers who can monitor performance and adjust regularly. It provides more control and 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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