Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Global Facebook Ads benchmarks for cost-per-click tell a clear story over the last 13 months: a calm, mid-year plateau, a sharp November surge, and an even sharper reset into December and early January. For the Legal industry in India, the slice of monthly readings in this window is unavailable in our dataset, so the comparison relies on the global baseline as directional context. Even so, the broader auction climate is instructive: CPCs hovered around 1.10 for most of 2025, jumped to a late‑Q4 high, then fell back below prior norms as the calendar turned.
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 India compared to the global benchmark.
Across the global benchmark, CPC opened 2025 at $1.12 and finished January 2026 at $0.85, a 25% decline versus the prior January. The 2025 average sat at $1.13 (the 13‑month average was $1.11). Most of the year moved within a narrow band—from $1.09 to $1.15—before November spiked to $1.32, the period’s high. December marked the low for 2025 at $1.05, and January 2026 moved lower still to $0.85, the cycle trough.
Monthly momentum was notably gentle through September. Typical moves were just 1–3 cents month to month, with an average absolute swing of about $0.02 in the January–September window. October nudged higher (+$0.03), November leapt (+$0.19), and the market corrected swiftly: −$0.26 in December and −$0.21 in January 2026. Taken together, average month‑to‑month volatility across the full span was roughly $0.07, but concentrated almost entirely in Q4 and the immediate aftermath.
Seasonality shows through cleanly in the global CPC trends. Performance remained steady from late Q1 through early Q3, with modest softening in June–July and a mild recovery into August–October. As competition intensified late in the year, CPCs surged in November—consistent with typical Q4 auction pressure—and then retraced in December as demand eased. Early Q1 (January 2026) continued that reset, dropping well below the prevailing mid‑year baseline.
For the Legal industry in India, month‑by‑month CPC values are not present for this specific period, so the gap to global levels cannot be quantified here. Directionally, the global environment moved from stability to a Q4 spike and then a pronounced pullback. The benchmark declined 25% from January 2025 to January 2026 and showed materially higher volatility in Q4 than in the first three quarters. Without India‑specific readings, any statement on whether Legal in India was above market, below average, or more volatile than global would be speculative; however, the global Facebook Ads benchmarks outline the competitive backdrop that likely framed country‑specific ad costs.
Understanding Facebook Ads cost‑per‑click benchmarks for the Legal industry in India—set against global CPC trends—helps marketers interpret country‑specific ad costs and industry ad performance within a broader context. While CPM analysis and CTR performance offer additional lenses, this summary centers on CPC trends to benchmark Legal in India against the global pattern.
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 India, 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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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