Compare CPC benchmarks by industry, region, and campaign type.
September 2025 - August 2026
Benchmark observations based on the selected data
The main story: Legal category cost-per-click (CPC) ran consistently above the overall benchmark but with much sharper swings — a summer 2025 peak, a winter plateau, and a dramatic trough in mid‑2026 before a partial rebound. 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 All countries available compared to the global benchmark.
Across the 13-month window (Jul 2025–Jul 2026) Legal CPCs started at $2.43 and finished at $1.66, averaging about $1.78 per click. The high point was $2.43 in July 2025; the low point was $0.79 in June 2026 — a peak‑to‑trough swing of roughly $1.64 (about 66% of the period mean). By contrast the global median CPC began at $1.08 and ended at $0.77, averaging about $1.05.
Over the period Legal CPC fell roughly 31.7% from start to finish, while the global benchmark fell about 28.4%. Legal’s month‑to‑month volatility averaged an absolute movement of about $0.33 (≈19% of its mean), compared with the global benchmark’s ≈$0.10 monthly swing (≈9% of its mean). In raw terms Legal CPCs ran about 70% higher than the global median on average.
Notable monthly moves: a steady slide from the July 2025 peak into November 2025 ($2.05 → $1.63), a rebound into January 2026 ($1.75 → $1.98), then a series of declines through spring 2026 culminating in the June low at $0.79 and a strong partial recovery to $1.66 in July 2026.
Rhythm in the series shows early Q3 strength (July–September 2025) transitioning to softer late Q4 engagement (November 2025 trough), a winter uptick through January, and a choppy spring that accelerates into a pronounced mid‑year low. The June 2026 trough is the most extreme seasonal deviation: Legal CPCs fell below the overall market in that month, reversing the year’s typical premium. Across the window, periods around year‑end and Q1 show typical rebound behavior, while late spring into early summer shows heightened variability for Legal.
Viewed relative to the baseline, Legal CPCs were usually above market but not uniformly so. At their widest gap (July 2025) Legal CPCs were about 126% higher than the global median; at their narrowest (June 2026) Legal CPCs were about 29% below the baseline. Most months show Legal running materially above the global benchmark (e.g., +108% in August 2025, +115% in July 2026), while a few months narrow the gap into the 20–30% range. Overall, the Legal series is more volatile and carries a persistent premium versus the global CPC trend.
Understanding Facebook Ads cost-per-click benchmarks for Legal in All countries available provides a data‑grounded view of how industry ad costs diverge from global CPC trends, and how seasonality and volatility shaped industry ad performance over this 13‑month period.
Facebook advertising cost benchmarks
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. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPC values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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).
CPC varies by region, industry, and campaign objective. Use the filters to compare benchmarks that match your campaign. The US is one of the more expensive markets.
Audience targeting, industry competition, ad relevance score, and creative performance affect CPC. Low engagement or relevance can increase CPC.
CPC can increase with more competition in your target audience, seasonal trends such as holidays, lower ad relevance scores, or algorithm changes. Check whether your audience is too narrow or your creative is showing fatigue.
Mobile CPCs often run lower than desktop CPCs because there is more mobile inventory. Segment performance by placement to see where clicks come from.
For most businesses, conversion optimization produces better ROI than CPC alone. CPC optimization can suit awareness campaigns or content promotion when clicks are the goal.
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 because of purchase intent and advertiser competition. Results also depend on the audience and creative.
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