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Facebook Ads Cost Per Purchase Benchmarks for Legal in New Zealand

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Cost Per Purchase for Legal in New Zealand

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: Legal in New Zealand vs global

  • Scope: This analysis looks at cost-per-purchase trends for industry Legal and target country New Zealand compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Data availability: No monthly observations were available for Legal in New Zealand during the period, so segment-level statistics and direct comparisons cannot be computed.
  • Global baseline highlights:
  • Average cost-per-purchase across Sep 2024–Sep 2025: $47.73.
  • High: $53.89 (Feb 2025). Low: $32.29 (Sep 2025). Range: $21.60.
  • First-to-last month change: down 30.7% (from $46.60 in Sep 2024 to $32.29 in Sep 2025).
  • Volatility: average month-to-month move of $2.99 (~6.3% of the period average); largest swing was a -$13.40 drop from Aug to Sep 2025.
  • Seasonality: Costs rose into December and peaked in Q1, then eased through mid-year, with a pronounced dip in September.

Context and scope

We benchmark Facebook Ads cost-per-purchase (CPP) for Legal in New Zealand versus the global dataset. As no selected-market data points are present for the months provided, the analysis focuses on the global baseline to give directional context for marketers evaluating Legal in New Zealand.

Global baseline trend (CPP)

  • Overall level: The global median CPP averaged $47.73 across the 13 months observed.
  • Highs and lows:
  • Peak at $53.89 in February 2025, following elevated levels in December 2024 ($51.53) and January 2025 ($52.31).
  • Trough at $32.29 in September 2025, the lowest point in the series.
  • Momentum and volatility:
  • Average absolute month-to-month change was $2.99.
  • Notable moves included a sharp rise from November to December 2024 (+$8.34) and the largest single-month decline from August to September 2025 (-$13.40).
  • Trend over time: From September 2024 ($46.60) to September 2025 ($32.29), CPP fell 30.7%.

Seasonal patterns

  • Q4 holiday effect: After a soft November ($43.19), CPP rose into December ($51.53), consistent with higher costs around peak shopping periods.
  • Q1 elevation: January and February were the highest-sustained months of the year ($52.31–$53.89).
  • Mid-year softening: Costs eased from spring into summer (April–August), culminating in a pronounced September low.

Legal in New Zealand vs global baseline

  • Because the selected Legal in New Zealand time series contains no observations in the provided period, relative positioning versus the market (above market, below average, or in line) cannot be determined.
  • As a directional reference, marketers can note that the global CPP averaged $47.73, peaked at $53.89 (Feb 2025), and dipped to $32.29 (Sep 2025), with typical seasonal lift in December and Q1 and softer conditions mid-year.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Legal and New Zealand 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 New Zealand, 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.

New Zealand Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 2Day after New Year's Day
Feb 6Waitangi Day
Apr 18Good Friday
Apr 21Easter Monday
Apr 25ANZAC Day
Jun 2King's Birthday
Jun 20Matariki
Oct 27Labour Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November–early December (Black Friday/Cyber Monday), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)

Potential Advertising Impact

CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.

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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