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January 2025 - January 2026
Detailed observation of presented data
The Legal industry’s Facebook Ads benchmarks for Cost Per Purchase ran far above the market in 2025, but the bigger story is momentum: a towering January gave way to a year of cooling costs, punctuated by mid-year whiplash. Across all countries, Legal’s CPP averaged about 618, with a median of 382—well above the global benchmark’s 51 average and 52.5 median. The year opened at an exceptional high (2,010 in January), fell hard into February (290), spiked again in March (772), and eventually settled near the lows by December (267). Volatility was pronounced: average month-to-month swings of roughly 555, versus just 1.8 for the global baseline.
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 started at 2,010 in January and ended at 267 in December—an 87% decline across the year. The high was January (2,010) and the low was June (203), creating a wide annual range of 1,806. Seven of twelve months sat below the annual average, underlining how top-heavy the year was. The sharpest moves came early and mid-year: January to February dropped 86%, then March rebounded to 772. A May pop (777) was followed by the year’s trough in June (203). July surged to 1,173 (+477% from June), before August reset to 254 (−78%) and September bounced again to 642 (+153%). From October to December, CPP drifted lower (330 → 268 → 267), marking the calmest stretch of the year.
Seasonally, the pattern split cleanly by quarter. Q1 averaged 1,024, inflated by January’s peak. Q2 cooled to 471 with a notable May lift before the June trough. Q3 landed at 689, dominated by the July spike and August correction. Q4 was the softest at 289—about 72% lower than Q1—showcasing a steady late-year moderation. This rhythm broadly aligns with typical platform dynamics where performance often softens through Q4 while competition intensifies, though the Legal category’s magnitude of movement was unusually large.
Against the global benchmark, Legal CPP was consistently above market—on average 12x higher. The monthly gap ranged from roughly 4x (June: 203 vs. global 51) to 38x (January: 2,010 vs. global 53). While the global trend eased gently through the year (−15% from January to December, with modest volatility), Legal’s path was markedly choppier: steep early declines, a mid-year spike, and a controlled Q4 glide. At its narrowest, the Legal category sat 4x above global costs; at its widest, 38x—underscoring both a structural premium and outsized volatility in industry ad performance.
Understanding Facebook Ads Cost Per Purchase benchmarks for the Legal industry across all countries helps contextualize country-specific ad costs, compare CPP against broader CPC trends and CPM analysis, and evaluate how Legal’s CPP dynamics diverge from global CTR performance and the overall market 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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