Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Legal industry CPCs in Brazil ran far below the global benchmark this year, but with noticeably sharper swings. From a mid-range start in February to a sharp drop by September, the market moved in quick bursts—brief lift, then a steep cooldown—while the worldwide trend stayed steady. On average, Brazil’s country-specific ad costs for Legal were roughly 70% cheaper than global Facebook Ads benchmarks across the same months, yet far more volatile, with September standing out as a dramatic low.
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 the Legal industry in Brazil compared to the global benchmark.
Across the observed 2025 months (Feb, Apr, Jul, Aug, Sep), Legal CPC in Brazil averaged $0.33, ranging from a high of $0.47 in July to an exceptionally low $0.045 in September. The period opened at $0.43 in February, slipped to $0.36 in April (−17%), rebounded to $0.47 by July (+32% from April), cooled to $0.33 in August (−30% from July), and then fell sharply to $0.045 in September (−86% month over month). The overall span of $0.43 (from $0.045 to $0.47) is about 1.3x the average level, underscoring a choppy pattern rather than a gradual drift.
Volatility averaged $0.15 in absolute month-to-month change—large relative to the $0.33 mean. For comparison, the global benchmark across the same months averaged $1.10 with only about $0.03 in average monthly movement, highlighting how Brazil’s Legal CPCs were not just lower, but also far more unstable.
The rhythm in Brazil shows early-year softness into April, a mid-year lift into July, and a pronounced late-Q3 dip in September. This aligns loosely with broader seasonal contours—mid-year steadiness followed by shifting demand into late Q3—though the September trough is unusually deep.
Globally, CPCs hovered in a tight band through summer: roughly $1.08–$1.14 from February through August, then eased to $1.07 in September. Looking at the wider 2025 baseline, the market typically builds into Q4, peaking in November around $1.32 before easing to $1.12 in December, a familiar shape in CPM analysis and CTR performance discussions even as this review centers on CPC trends.
Brazil’s Legal CPCs stayed below market throughout. By month, they trailed global CPC by:
On average across these months, Brazil was about 70% below global CPCs ($0.33 vs. $1.10). Directionally, the global benchmark dipped a modest 6% from February to September, while Brazil fell 90% over the same span—meaningfully more volatile and downward-sloping.
In short, Facebook Ads benchmarks for CPC in the Legal industry show Brazil as a low-cost but higher-variance market versus the global baseline—marked by a mid-year crest and a sharp September trough. Understanding CPC trends and country-specific ad costs for Legal in Brazil helps quantify how industry ad performance compares to global 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 Brazil, 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), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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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Cost per thousand impressions across different markets
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