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Facebook Ads Cost Per Purchase Benchmarks for Legal in India

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Cost Per Purchase for Legal in India

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-purchase trends for industry Legal and target country India compared to the global trend and is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • No monthly observations were provided for the selected Legal industry in India, so direct in-market statistics and comparisons to the global baseline cannot be calculated for this period.
  • Globally, cost-per-purchase averaged 47.82 across the last 12 months, with a high of 53.89 (February 2025) and a low of 32.29 (September 2025).
  • Seasonality shows a pronounced December spike and elevated Q1, followed by a broad decline into late summer and a sharp drop in September.
  • Month-to-month volatility for the global baseline averaged about 7% in absolute terms, with two outsized swings in December and September.

Scope and data availability

  • Selected scope: Legal industry in India.
  • Selected data: No monthly values were provided for the selected scope, so we cannot report averages, highs/lows, or volatility for Legal in India, nor position it as above/below the market.
  • Baseline used for context: Global median cost-per-purchase by month.

Global baseline trend for cost-per-purchase

  • Overall level:
  • Average: 47.82
  • High: 53.89 (February 2025)
  • Low: 32.29 (September 2025)
  • Range: 21.60
  • Distribution: 6 of 12 months were above the period average.
  • Trend and seasonal pattern:
  • Q4 2024: October 46.67, November 43.19, followed by a December spike to 51.53 (+19.3% vs. November).
  • Q1 2025: Continued elevation—January 52.31 and February peak 53.89—before easing to 52.61 in March.
  • Spring–Summer 2025: Gradual cooling from April 51.57 to August 45.69.
  • September 2025: A notable drop to 32.29 (-29.3% vs. August).
  • Momentum and volatility:
  • From the first to the last month provided (October 2024 to September 2025), the baseline declined by 30.8%.
  • Average absolute month-to-month change was approximately 7.0%, with relatively mild moves (±1–3%) through much of spring/summer and two distinct shifts: December’s jump and September’s drop.

Comparison: Legal in India vs. global baseline

  • Because the selected Legal-in-India time series contains no data points in the provided period, we cannot quantify how India’s Legal cost-per-purchase sits relative to the baseline (e.g., above market, below average, or in line with overall trends).
  • For directional context only, the global baseline indicates higher costs around December–February and a progressive softening into late summer culminating in a September low.

Summary

This report benchmarks Facebook Ads cost-per-purchase using the global baseline due to the absence of observations for Legal in India. The baseline shows a December surge, sustained Q1 elevation, and a broad decline into September, with an average of 47.82 and a 30.8% decrease from October 2024 to September 2025. Understanding cost-per-purchase benchmarks on Facebook Ads in industry Legal and India 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 India, advertisers should consider local market factors and user behavior. 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.

India Advertising Landscape

National Holidays

Jan 26Republic Day
Mar 14Holi
Apr 18Good Friday
May 1Labour Day
Aug 15Independence Day
Oct 2Mahatma Gandhi Jayanti
Oct 21Diwali
Dec 25Christmas Day

Key Shopping Season

October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)

Potential Advertising Impact

CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.

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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