Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Legal advertisers in Brazil spent most of 2025 paying far less per click than the global market, but with sharper month-to-month swings and a dramatic late-Q3 drop. From a mid-year lift to a September plunge, the story is one of low costs paired with high volatility. 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 Brazil compared to the global benchmark.
Across the observed months (February–September 2025), Facebook Ads CPC for the Legal industry in Brazil averaged $0.33, ranging from a high of $0.47 in July to a low of just $0.04 in September. The series began at $0.43 in February, softened to $0.36 in April (−17%), rebounded to $0.47 in July (+32% vs. April), and then retrenched through late Q3: $0.33 in August (−30% vs. July) and $0.04 in September (−86% vs. August). From start to finish, CPC declined about 90%.
Volatility was pronounced. The average absolute move between observed months was $0.15, driven by the steep late-summer declines. By comparison, the global benchmark moved by just $0.03 on average across the same intervals. The result is a Brazil Legal CPC range of $0.43 across the period—roughly 11 times the global range ($0.04) over those months.
The rhythm was uneven. Early-year CPCs were moderate (February–April), Q2 into early Q3 brought a lift culminating in July’s peak, and late Q3 delivered a sharp pullback with August cooling and September hitting the trough. This differs from the broader market’s steadier cadence: globally, CPC hovered around $1.10–$1.15 most of the year, with a gentle dip in September and a well-known Q4 spike (peaking at $1.32 in November) before easing in December to $1.05.
For Brazil’s Legal category, the mid-year crest and September reset stand out as the defining movements of 2025’s observed window, compressing average costs despite the July high.
Relative to the global all-industry benchmark, Brazil’s Legal CPC ran consistently below market. On a like-for-like basis (February–September averages), Brazil posted $0.33 versus the global $1.12—about 71% lower. The monthly gap ranged from 57% below in July ($0.47 vs. $1.10) to 96% below in September ($0.04 vs. $1.09). February was 62% below ($0.43 vs. $1.13), April 68% below ($0.36 vs. $1.13), and August 71% below ($0.33 vs. $1.13).
Trend shape also diverged. While the global benchmark slipped a modest 3% from February to September, Brazil’s Legal CPC fell nearly 90% over the same span. In volatility terms, Brazil’s average month-to-month move ($0.15) was roughly six times larger than the global average ($0.03), underscoring a more turbulent local price environment even at far lower absolute levels.
In sum, Facebook Ads benchmarks show exceptionally low cost-per-click for the Legal industry in Brazil through 2025’s mid-to-late months, paired with outsized swings and a notable September trough. Understanding CPC trends and country-specific ad costs for Legal in Brazil—alongside the steadier global benchmark—helps situate industry ad performance within broader Facebook Ads CPC benchmarks and year-round market dynamics.
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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