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Facebook Ads Cost Per Purchase Benchmarks for Legal in Australia

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Cost Per Purchase for Legal in Australia

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Legal in Australia shows a single available reading: May 2025 cost-per-purchase at 2,179.99, which sits far above the global benchmark for the same month (50.97), roughly 42.8x higher (≈4,180% above market).
  • Versus the global 12‑month average (47.82), May’s Australian Legal value is about 45.6x higher (≈4,460% above average), indicating a substantial premium to the broader market level.
  • Global baselines rise through late Q4 and peak in February (53.89), then ease into late summer before a sharp dip in September (32.29). Month-to-month volatility in the baseline is modest on average (~3.25, ≈6.8% of mean), with a notable -29.3% MoM drop from August to September.

What this analysis covers

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

Selected dataset overview: Legal in Australia

  • Coverage: one monthly data point (May 2025).
  • Level: 2,179.99 in May 2025.
  • Averages, highs, lows: with a single month, the monthly average, high, and low are all 2,179.99. Volatility, trends, and seasonal patterns cannot be inferred from this one point.
  • Relative positioning (May): well above market versus the same-month global benchmark (50.97).

Global baseline overview

  • Period: Oct 2024 to Sep 2025.
  • Average: 47.82 across 12 months.
  • High/low: peak at 53.89 in Feb 2025; low at 32.29 in Sep 2025; range = 21.60.
  • Trend: down 30.8% from Oct 2024 (46.67) to Sep 2025 (32.29).
  • Volatility: average absolute month-to-month change ≈ 3.25 (≈6.8% of the overall mean). The sharpest move occurs from Aug to Sep (-13.40), a -29.3% MoM decline.

Comparative view: Australia Legal vs global baseline

  • Point-in-time comparison (May 2025): 2,179.99 versus 50.97 globally, about 42.8x higher. This places Australia Legal markedly above market for that month.
  • Against the 12‑month global average (47.82), the selected value is roughly 45.6x higher, also above the global peak (53.89 in Feb) by ~40x. This indicates an extreme outlier relative to typical global levels.
  • With only a single observation in the selected series, we cannot assess volatility or seasonal alignment against the market; however, the magnitude difference is unambiguous.

Seasonality and timing signals

  • The global series illustrates a recognizable seasonal pattern: costs strengthen from late Q4 through early Q1 (Dec–Feb), then moderate through mid-year, with a pronounced dip by September.
  • Because the Australia Legal series has only May 2025 available, no within-market seasonal pattern can be determined, but the May reading is far above the global May baseline.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Legal and Australia 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 Australia, advertisers typically see good engagement rates despite moderate costs. 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.

Australia Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 27Australia Day (observed)
Apr 18‑21Easter weekend
Apr 25Anzac Day
Jun 9King's Birthday
Oct 6Labour Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)

Potential Advertising Impact

Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.

What's a healthy cost per purchase for ecommerce brands?

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.

How does product price impact CPA benchmarks?

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.

Why are my purchase costs going up despite stable ROAS?

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.

Should I use manual bidding to control CPA more effectively?

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.

How do I scale spend without letting CPA skyrocket?

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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