Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
The global story for Facebook Ads cost-per-click in this period is one of quiet stability through most of the year, followed by a sharp Q4 jolt and a reset into January. The Legal industry in Italy does not have sufficient monthly observations in this window, so the comparison to the global benchmark is directional rather than head-to-head. Even so, the shape of the global CPC trend helps anchor country-specific ad costs and industry ad performance context for Legal in Italy.
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.
Globally, CPC started 2025 at $1.12 and ended January 2026 at $0.85 — a 25% decline across the window. The median CPC averaged $1.11, with eight of the 13 months printing above that mark. The year’s high arrived in November 2025 at $1.32, while the low came two months later in January 2026 at $0.85, a range of roughly $0.47.
Month to month, movements were small through most of 2025. From January to May, CPC edged up from $1.12 to $1.15, a gentle lift of about 3%. Summer softened modestly: June ($1.10) and July ($1.10) eased off the spring highs, and September touched $1.09 before a mild October rebound to $1.12. The break in rhythm came in November, when CPC spiked 17% from October to $1.32 — the peak of the period — before dropping 20% in December ($1.05) and a further 20% into January 2026 ($0.85). Across the series, average absolute month-to-month volatility landed near $0.07 (about 6–7% of the average CPC), with the sharpest swings concentrated in Q4 and the subsequent January.
Seasonally, the pattern tracks familiar Facebook Ads benchmarks: a stable first half, a lightly softer summer, and heavier Q4 dynamics. Q1–Q2 2025 averaged roughly $1.13, Q3 drifted slightly lower to about $1.11, and Q4’s average rose to about $1.16 — elevated primarily by the November surge. Excluding November, October and December averaged closer to $1.09, signaling that the Q4 spike was concentrated, not broad-based. Early Q1 2026 marked a pronounced reset, with January landing roughly 25% beneath the 2025 monthly average.
Because the Legal industry in Italy lacks a complete monthly series for this period, relative positioning to the global CPC benchmark cannot be quantified month by month. The global trajectory itself is clear: steady CPCs around $1.10–$1.15 for most of 2025, an abrupt November peak at $1.32, then a two-month slide to $0.85 by January 2026. Any above-market or below-average characterization for Italy’s Legal CPCs during these months remains unobserved within this dataset.
While country-specific ad costs for the Legal industry in Italy are not fully observable in this window, the global CPC trends provide a solid context: muted mid-year movement, a pronounced November peak, and a reset into January. Understanding Facebook Ads cost-per-click benchmarks for the Legal industry in Italy helps marketers interpret CPC trends, CTR performance implications, and broader CPM analysis alongside 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 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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