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 standout story in the data is a steady global easing in Facebook Ads cost-per-click through 2025, moving from a Q4 peak to a softer late-summer low. CPC drifted lower almost every quarter, with brief midsummer firmness before a sharper pullback in September. Volatility was modest, with a few pronounced step-downs early on and a tighter, quieter middle of the year.
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 Denmark compared to the global benchmark.
Note on coverage: the dataset does not contain a publishable monthly series for Legal in Denmark in this period, so country-specific comparisons are noted where possible and otherwise referenced against the global median.
Globally, median CPC started high at $1.47 in November 2024 and ended at $0.95 in September 2025, a 35% decline over the period. The average across the 11 months landed at $1.14, with a $0.52 range between the high ($1.47 in November) and the low ($0.95 in September).
The early stretch delivered the sharpest movements. CPC fell from $1.47 in November to $1.30 in December (down $0.18), then again to $1.14 in January (down another $0.16). February and March steadied near $1.12–$1.15, followed by a gentle downdrift into April ($1.12) and May ($1.11). June marked a clearer step down to $1.03, while July ($1.05) and August ($1.06) showed a small rebound. September then reset to the period low at $0.95 (a monthly change of −$0.10).
Across the full timeline, month-to-month absolute change averaged about $0.06, indicating relatively measured volatility once past the Q4-to-Q1 reset.
The pattern aligns with familiar auction dynamics: elevated pricing into late Q4, a deflationary Q1 as competition eases, and a plateau through late spring. A mild summer firming in July–August gave way to softer costs by September. In total, four of the final five months printed at or below roughly $1.06, signaling a sustained period of lower country-agnostic CPCs after the Q4 spike. While CPM analysis and CTR performance often shape these rhythms, the CPC trend alone points to a year that opened expensive and gradually normalized before dipping again at summer’s end.
For the Legal industry in Denmark, the dataset does not include a month-by-month series for this window, so a direct comparison to the global benchmark cannot be quantified. As a directional yardstick, the global CPC averaged $1.14, peaking at $1.47 and bottoming at $0.95, with average monthly moves near $0.06. Without published Denmark Legal medians, relative positioning (above market, below average, or more volatile) cannot be stated for specific months, and the narrowest or widest gaps to global levels cannot be calculated for 2024–2025.
Even with limited country breakouts, these Facebook Ads benchmarks outline clear CPC trends: a high-cost Q4, easing through Q1 and Q2, a brief summer lift, and a September low. Understanding cost-per-click benchmarks for the Legal industry in Denmark within this global frame helps marketers evaluate country-specific ad costs and situate industry ad performance against broader 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 Denmark, 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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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.
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Christmas & Boxing Day (late Dec), Easter holidays (groceries, travel, tourism), Mother's Day and Valentine's Day
CPM and CPC could rise during Easter period due to travel-related campaigns. Late December ad competition might intensify in retail and hospitality. Whit Weekend might reduce weekday competition. Strict retail closures on holidays could drop competition, but pre-holiday CPMs may escalate.
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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