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 story of Facebook Ads benchmarks for Legal in the Netherlands is best understood against the global backdrop: CPCs eased steadily from late 2024 into a low point at the end of Q3 2025, then rebounded into early Q4. The arc is clear—sharp year-end premiums, a calm, flatter spring, and a late-summer trough before November’s lift. Volatility was modest overall, punctuated by a few standout months where costs moved decisively.
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 the Netherlands compared to the global benchmark.
Note: The Netherlands + Legal monthly series is not available for this window, so the global benchmark serves as the reference line for country-specific ad costs and CPC trends.
The global CPC trend starts high at $1.46 in November 2024, slides to $1.28 in December, and then settles into a tighter band through Q1 2025 around $1.13–$1.14. From there, the line drifts lower across mid-year, touching $1.07–$1.09 in June–August, before bottoming at $1.04 in September 2025—the lowest point in the period. A mild October uptick ($1.05) is followed by a sharper November recovery to $1.21.
Across the 13-month window, global CPC averaged $1.15, with a range of $0.43 between the November 2024 high ($1.46) and the September 2025 low ($1.04). Month-over-month movement averaged about $0.06 per click, or roughly 5% of the average CPC—generally steady, with a few notable swings. The biggest drops occurred in November to December 2024 (−12.6%) and December to January (−11.3%), while the largest jump landed in October to November 2025 (+15.6%).
Framed another way: CPCs fell roughly 29% from the November 2024 peak to the September 2025 trough before rebounding into November 2025, when levels were still about 17% below their November 2024 baseline.
Seasonally, the pattern aligns with familiar auction rhythms. Performance typically tightens through late Q4, and the data shows that premium clearly in November–December 2024, followed by a calmer Q1 plateau around $1.13–$1.14. Spring (Q2) trends lower, with CPCs easing to the low $1.10s, and Q3 marks the softest stretch—July and August near $1.07–$1.09, culminating in the September low ($1.04). Early Q4 sees a modest October lift, then a sharper November rise to $1.21 as demand intensifies. The cadence is smooth rather than spiky, with pronounced inflection points clustered at quarter boundaries.
A direct month-by-month comparison for the Netherlands Legal segment isn’t available for this timeframe, so a precise gap to the global baseline cannot be quantified. The global reference line provides the directional context: a high in November 2024 ($1.46), a steady descent to September 2025 ($1.04, −29% from peak), and a rebound in November 2025 ($1.21). Volatility averaged 6 cents month to month, with sharper moves concentrated around Q4 transitions. Any country-level read for the Netherlands would be anchored by this shape and seasonality until more localized Legal data is available.
In short, Facebook Ads CPC trends for the Legal industry followed a recognizable seasonal arc globally—Q4 premiums, mid-year softness, and a late-year rebound. While Netherlands-specific monthly data isn’t present for this window, the global benchmark frames country-specific ad costs and industry ad performance for Legal in the Netherlands, helping teams interpret CPC benchmarks alongside broader market momentum.
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 Netherlands, 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–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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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