Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
The headline for Legal industry CPC trends is a broad easing: global Facebook Ads benchmarks show cost-per-click drifting down across the past year after a Q4 2024 spike, finishing at the lowest level of the period by November 2025. Data for Legal in Argentina is not present in this sample window, so the narrative centers on the global baseline as the directional yardstick. Even without country-specific ad costs for Argentina, the market context is clear: CPCs cooled, with periodic soft rebounds that never reclaimed late‑2024 levels.
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 Argentina compared to the global benchmark.
The global Legal CPC started at $1.45 in November 2024 and closed at $0.95 in November 2025, a 34% decline over 12 months. The period’s high was that opening month (November 2024), while the low came exactly a year later (November 2025). Across the full timeline, CPC averaged roughly $1.12, bounded by a $0.95–$1.45 range.
Month-to-month movement was measured but noticeable, with an average absolute change of about $0.05. The sharpest step-downs came in early Q4 2024 (−$0.17 from November to December) and at the end of the window (−$0.11 from October to November 2025). Q1 2025 was calm: January to March hovered near $1.13 with minimal week-to-week turbulence. A softer patch emerged in late Q2 (June at $1.06) before a modest midsummer lift (August at $1.08) and a mild fade into early fall (September at $1.04, October at $1.06) ahead of the November trough.
Viewed in halves, H1 2025 averaged about $1.12, while H2 (July–November) stepped down to roughly $1.04, underscoring a gentle but persistent downtrend in CPC trends across the year.
Seasonally, the pattern mirrors typical Legal auction pressure: a pronounced lift into late Q4, followed by normalization. November and December 2024 sat well above the rest of the series (averaging $1.36 across the two months), then CPCs settled into a tighter $1.06–$1.14 band through spring. Midyear costs softened, with June and September among the leaner months, and midsummer saw a brief rebound in August before easing again. Performance typically tightens through Q4 as competition rises; this cycle showed that familiar lift in late 2024 but not in late 2025, where costs declined instead.
Because the dataset contains no observed Legal CPCs for Argentina in this period, a direct gap to the global benchmark cannot be quantified. The global line places the reference point near $1.12 on average, with a year shaped by a Q4 peak and a progressive cooldown into late 2025. Any Argentina-specific figures, once available, would be compared against this range to determine whether the country’s Legal CPCs were above market, below average, or more volatile than the global curve.
In sum, Facebook Ads benchmarks for Legal show CPCs easing from late‑2024 highs to a late‑2025 low, with modest midyear oscillations and a notably soft November 2025. While this report lacks in-period observations for the Legal industry in Argentina, the global CPC analysis offers a clear directional context for country-specific ad costs and industry ad performance comparisons. Understanding CPC trends for the Legal industry in Argentina within this global frame helps marketers interpret cost dynamics relative to worldwide patterns.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. In the Legal industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Argentina, 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.
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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December (Christmas period)
CPM might rise significantly during Carnival, Independence Day, and Christmas season. Retail and entertainment campaigns could require increased budgets.
CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
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