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 headline story: global Facebook Ads CPC trends climbed into a sharp Q4 spike before resetting to the lowest level of the year in January. Against that backdrop, the Legal industry in Spain has no recorded monthly median CPCs in this window, so its position versus the market can’t be quantified. Even so, the global benchmark sketches the rhythm of ad costs that many categories felt: a measured first half, firmer late summer, a pronounced November peak, then a steep cool‑down into December and January. 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 Spain compared to the global benchmark.
Globally, Facebook Ads CPC averaged $1.11 across the period, ranging from a low of $0.85 in January 2026 to a high of $1.32 in November 2025—a spread of roughly $0.47. The year opened at $1.12 (January 2025), edged higher through March–May (peaking near $1.15), and hovered around $1.09–$1.13 for most of the summer. The decisive move arrived in Q4: October lifted to $1.12, then November spiked to $1.32 (+17% month over month), before December dropped to $1.05 (−20%). The series finished with a sharp reset to $0.85 in January 2026 (−19% vs. December), marking a 24% decline versus the prior January.
Volatility averaged roughly $0.07 in absolute month‑to‑month change. For most of the year, swings were modest (±1–3 cents), punctuated by three outsized moves: the October-to-November surge (+$0.19), the November-to-December pullback (−$0.26), and the December-to-January reset (−$0.21). In short: steady-to-firm costs through most of 2025, a pronounced Q4 spike, and a deep trough at the start of 2026.
Seasonally, the global CPC series shows a familiar cadence in Facebook Ads benchmarks: a stable Q1, a measured lift through late spring, and a relatively even summer band. Q4 intensified meaningfully—especially in November—before easing in December and clearing to the annual low in January. The rhythm suggests competition tightened late in the year, while engagement costs softened as the calendar turned.
For the Legal industry in Spain, no monthly observations appear in this timeframe, so a direct comparison to the global CPC path isn’t measurable. That means the Legal‑Spain line sits as “no observation” each month, and gaps versus the $1.11 global average cannot be quantified—whether above market in peak months like November or below average during the January reset. Meanwhile, the global trend itself fell by 24% from January to January, rising steadily into Q4, then unwinding the gains in two consecutive drops.
While this period lacks in‑market readings for the Legal industry in Spain, the global Facebook Ads CPC benchmarks outline clear CPC trends: a controlled first half, a Q4 surge, and a January reset. Understanding cost-per-click patterns and country-specific ad costs through these benchmarks helps contextualize industry ad performance and CTR‑adjacent dynamics. This summary provides a directional frame for Facebook Ads CPC benchmarks for the Legal industry in Spain, anchored to the global reference.
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 Spain, 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), Mid-August (summer promotions), December (Christmas & post-Christmas sales)
CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.
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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