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 Germany typically track cost-per-click through the lens of global Facebook Ads benchmarks when local signal is thin. In this window, direct monthly observations for the Legal industry in Germany were not captured, so the global Legal CPC series serves as the directional yardstick. The story there: a steady, tightly banded market through most of 2025, a sharp Q4 spike, and a pronounced reset into January 2026.
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 Germany compared to the global benchmark.
Across January 2025 to January 2026, the global Legal CPC averaged about $1.11. It began 2025 at roughly $1.12 and ended January 2026 at $0.85, a 24% decline from the starting point. The high point landed in November 2025 at $1.32, while the low followed two months later at $0.85.
For most of 2025, CPCs hovered in a narrow band—generally $1.09 to $1.15 from January through October—with May at $1.15 marking the pre‑Q4 peak and September at $1.09 the softest late‑Q3 read. Month-over-month movements were modest early: small lifts in February and March (+0.7% and +1.2%), a minor dip in April (−0.7%), stabilization midyear, and a gentle rebound in August and October (+2.8% to +2.9%).
Volatility, measured as average absolute month-to-month change, ran $0.07 across the entire period; excluding Q4’s outsized moves, typical shifts compressed to about $0.02 per month—roughly 2% around the mean. The range from the period high ($1.32) to low ($0.85) spanned $0.47, about 42% of the average CPC, largely driven by the late-year surge and subsequent reset.
Seasonally, the pattern tracks familiar auction pressure: a contained first three quarters, then a Q4 escalation. CPCs jumped 17% from October ($1.12) to November ($1.32), the year’s step-change. That surge unwound quickly—down 20% into December ($1.05) and another 20% into January 2026 ($0.85). Outside of Q4, the market’s rhythm was steady, with midyear softness (June–July) followed by a mild late‑summer/early‑fall lift (August–October).
Calendar year 2025 averaged $1.13, and the January–October phase rarely deviated by more than $0.05 month to month—evidence of a stable Legal CPC trend before the holiday peak and year-end correction.
Because the Legal time series for Germany is not available for these months, the comparison is directional rather than numeric. The global Legal benchmark sets the reference frame: $1.13 average for 2025, a November peak at $1.32, and a reset to $0.85 in January 2026. Any Germany-specific country‑level ad costs for this industry would show up as above‑market or below‑market relative to those levels, with the most meaningful divergence likely around Q4 where global volatility was highest.
In absence of observed monthly figures for the Legal industry in Germany, the global series provides clear context: stable CPC trends for most of 2025, a pronounced November surge, and a sharp cooldown into January. Understanding Facebook Ads cost‑per‑click benchmarks for the Legal industry in Germany helps teams gauge country‑specific ad costs and interpret CPC trends against 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 Germany, 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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Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)
Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.
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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