Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Legal advertising ran at a premium throughout the period, pricing well above the global benchmark and moving with sharper swings. Across all countries, CPM for the Legal industry averaged 47.1, more than double the 20.1 global all‑industry average. The year’s story is a middle‑of‑year lift, an October apex, and a sharp November reset—yet even the troughs stayed above market. 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 compared to the global benchmark.
The series opened at 40.64 in November 2024 and closed at 36.32 in November 2025, a decline of roughly 11% year over year. The low came early at 34.19 in January 2025, then CPM climbed steadily into spring, reaching 50.38 in April and 59.22 in May. After a mild mid‑summer cooldown (53.39 in June, 46.68 in July), costs lifted again to 56.01 in August and 57.67 in September before peaking at 65.25 in October—the period’s high. November 2025 fell back to 36.32, a 44% month‑over‑month reset from the October spike.
Volatility was a defining feature: average absolute month‑to‑month movement was 7.6 points, with double‑digit surges multiple times (April +10.21, May +8.84, August +9.33) and a 28.93‑point correction from October to November. By contrast, the global benchmark shifted by only 1.4 points on average per month.
Two rhythms stand out. First, a soft start: November–January averaged 36.4 with the cycle low in January. Second, a sustained mid‑year elevation: April through September averaged 53.9, nearly 17 points above the full‑period Legal average. The pattern culminated in October’s high and gave way to the largest single‑month decline of the year in November. For the global baseline, seasonality was gentler: a January trough (17.80), a gradual climb through late summer (roughly 19–20), and a modest Q4 lift (21.26 in October, 24.72 in November).
Legal CPMs across all countries stayed above market every month, ranging from 47% to 207% higher than the global benchmark. The narrowest gap occurred in November 2025 (36.32 vs. 24.72, +47%), while the widest gap appeared at the October 2025 peak (65.25 vs. 21.26, +207%). On average, Legal CPMs were about 2.3x the global level. The global trend rose steadily (+16% from January to October; +39% from January to November), while Legal’s path was choppier, climbing +91% from January’s low to October’s high before a pronounced pullback.
In Facebook Ads benchmarks, CPM analysis for the Legal industry across all countries shows consistently higher, more volatile pricing versus the global market—marked by a mid‑year lift, an October peak, and a sharp November cooldown. Understanding CPM trends and country‑specific ad costs for Legal across all countries helps marketers interpret industry ad performance and compare it to global patterns.
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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