Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Globally, Legal advertising CPMs sat well above the market this year and moved with noticeably sharper swings. From a soft start around $34 in December–January, Legal CPMs climbed through spring, corrected mid‑year, then surged to an October high before easing in November — a rhythm that was more dramatic than the global all‑industry benchmark. Across all countries, the Legal category consistently commanded a premium over the market, often two to three times higher.
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 across all countries compared to the global benchmark.
Legal CPMs averaged $48.74 across the period (Dec 2024–Nov 2025), ranging from a low of $34.19 in January to a high of $64.82 in October. The series began at $34.34 in December 2024 and ended at $50.25 in November 2025 — a 46% lift from start to finish. Momentum accelerated early: February (+11%) and March (+6%) pushed CPMs above $40, with a pronounced step‑up in April (+25%) and May (+18%) to $59.22. A mid‑year correction followed: June (−10%) and July (−12%) pulled CPMs down to $46.68. The back half rebounded: August (+20%) and a steady September (+3%) set up October’s peak (+12% to $64.82) before a sharp November pullback (−23%) to $50.25.
Volatility was a defining feature. The average absolute month‑to‑month move was $6.40, roughly 13% of the mean — with the steepest single decline in November and the fastest climb in April. Seven of twelve months cleared the $50 threshold, underscoring elevated media costs throughout much of the year.
The category followed a recognizable seasonal arc. Early Q1 was the trough, with CPMs building steadily into Q2 when competition and deal flow typically rise in Legal. Q2 averaged $54.33, up 45% from Q1’s $37.39. Summer cooled: Q3 averaged $53.43, a shallow −2% drift from Q2, reflecting June–July softness. Q4 opened strong with an October peak, then moderated into November — a pattern consistent with pre‑holiday tightening followed by late‑quarter budget pacing.
Against the all‑industry global benchmark (average $19.92 CPM for the same period), Legal CPMs were consistently above market by a wide margin. The premium ranged from +68% in December 2024 to just over +200% in May and October — roughly 1.7x at its narrowest and about 3.0x at its widest. Month after month, Legal CPMs ran 2.4–3.0x the market during most of 2025, narrowing only briefly in November (about 2.0x) as Legal softened and the benchmark rose.
Trend-wise, the market increased more moderately: the global benchmark climbed 25% from December to November (and 43% from January to November), versus Legal’s 46% rise from December to November. The market’s path was steadier too: average monthly movement was just $1.20 — about five times less volatile than Legal. Notably, the all‑industry benchmark spiked to $84 in December 2025, highlighting year‑end CPM inflation that sits outside the Legal series window but underscores broader Q4 pressure.
In short, Facebook Ads benchmarks show Legal CPMs across all countries are high and more volatile than the market, with a spring run‑up, mid‑year cooling, and an October peak before a November reset. Understanding CPM analysis for the Legal industry across all countries helps advertisers gauge category‑specific ad costs, compare industry ad performance to global Facebook Ads benchmarks, and contextualize country‑agnostic CPM trends against broader CTR performance and CPC trends observed in the market.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. In the Legal industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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