Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Legal industry CPMs ran materially above the market in this 12‑month window. 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.
Across June 2025–May 2026 the Legal cost‑per‑thousand‑impressions (CPM) started near $50.39, peaked at $58.30 in October 2025, and finished the period lower at $33.76 — a roughly 33% decline from start to finish. The global benchmark followed a different path: a lower absolute level (average near $20.68) and a modest rise over the same span. The Legal series showed sharper spikes and a deeper late‑spring drop, producing substantially more volatility than the baseline.
Legal CPM averaged about $47.8 across the year, with a high of $58.30 (Oct 2025) and a low of $33.76 (May 2026). Monthly movement was pronounced: the series swung from +24% month‑over‑month into October to a nearly 28% fall into April. By contrast, the global CPM benchmark averaged $20.7, with a high of $24.21 (Nov 2025) and a low around $18.83 (June 2025). On average Legal ran roughly 131% above the global CPM — roughly 2.3x the baseline — though the gap varied widely month to month.
Key snapshots: June 2025 began with Legal at $50.39 vs. baseline $18.83 (about 168% higher). The October spike to $58.30 represented the widest gap (about 190% above baseline). The narrowest relative gap came in November 2025 when Legal ($50.00) was roughly 107% above the global benchmark ($24.21). By May 2026 the gap narrowed to about 49% as Legal fell to $33.76 while the baseline held near $22.66.
Volatility: Legal’s month‑to‑month absolute percent changes averaged about 11.1% — meaning more dramatic month swings — versus about 7.4% average monthly movement in the global benchmark. That makes Legal roughly 50% more volatile than the baseline in this period.
There’s a clear autumn peak and an early‑year secondary lift before a spring contraction. October 2025 was the largest uplift (to $58.30), followed by another high in February 2026 ($56.93). After March’s mid‑$48 level, CPMs declined sharply in April and May to the mid‑$30s. The baseline showed a smaller autumn–winter elevation (Nov 2025) but otherwise gentler month‑to‑month swings.
The rhythm suggests concentrated price pressure in Q4 and a secondary early‑Q1 surge, then easing into late spring. Those seasonal beats are visible in both the Legal and global series, but Legal’s amplitudes are larger.
Viewed against the global CPM pattern, Legal is consistently above market. The monthly premium ranged from roughly +47% (April) to nearly +190% (October). While the global benchmark edged up about 20% from June to May, Legal moved the opposite direction overall (down ~33%), producing a widening and narrowing of the gap at different points in the year. In volatility terms, Legal CPMs were more volatile and showed sharper spikes and drops compared with the steadier baseline.
This analysis sits at the intersection of Facebook Ads benchmarks, CPM analysis, and industry ad performance — providing a clear picture of how Legal CPMs compare to general market levels and how they moved month to month across All countries.
Understanding Facebook Ads CPM benchmarks for the Legal industry across All countries helps advertisers evaluate country‑specific ad costs and benchmark industry ad performance against global CPM trends.
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.
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