Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
The headline: legal-sector CPCs in Italy don’t have a directly observed time series in this window, but the global benchmark paints a clear backdrop—stable for most of 2025, softer mid-year, and punctuated by an aggressive Q4 spike that quickly cooled. The market’s rhythm shows modest month-to-month movement, with volatility clustering in January and November. 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 Italy compared to the global benchmark.
Across December 2024 to December 2025, global Facebook Ads CPCs for all industries averaged about 1.14, drifting within a relatively tight band for most of the year. The period opened elevated at 1.28 in December 2024, reset lower in January 2025 at 1.12 (down roughly 12%), then settled into a narrow corridor near 1.13–1.14 through May. The mid-year cooled: June dipped to 1.08 and September marked the low at 1.06—the trough of the year. The standout surge arrived in November at 1.31, the highest point in the series, before a December pullback to 1.10.
By the numbers:
Seasonality is visible in three steps. First, a post-holiday normalization: CPCs fell from December 2024’s 1.28 to 1.12 in January, then hovered steadily near 1.13–1.14 through late spring. Second, a mid-year soft patch: June through September progressively eased, bottoming in September at 1.06 as competition typically lightens. Third, a Q4 crescendo: CPCs accelerated in October and spiked in November to 1.31 before cooling in December to 1.10. The pattern aligns with familiar demand cycles—softer through summer, tighter in late Q4—as broader auction pressure ebbs and surges.
For the Legal industry in Italy, the selected CPC series is not available for this period, so a numeric gap-to-market view can’t be calculated. What we can say: the global line provides the reference contour—an average near 1.12 in 2025, a low at 1.06 in September, and a sharp Q4 peak at 1.31 in November. In relative terms, any Italy-specific Legal CPC levels would be evaluated against this range and volatility profile when local data is observed. The global trend was largely stable across the year, with the most pronounced divergence concentrated in late Q4.
In sum, Facebook Ads CPC trends show a steady market in 2025 with a mid-year trough and a brief Q4 spike, offering a clear benchmark backdrop for country-specific ad costs. Understanding Facebook Ads cost-per-click benchmarks for the Legal industry in Italy—set against the global CPC performance—helps marketers interpret industry ad performance and compare local patterns to broader 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 Italy, 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 & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)
CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.
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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