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November 2024 - November 2025
Detailed observation of presented data
Legal advertisers spent most of the year clicking just below the global pace, then staged a striking late-year surge. Across all countries, median Facebook Ads click-through-rate (CTR) for the Legal industry held in a tight 1.37%–1.59% band from November through September, lifted to 2.04% in October, and then spiked to 8.33% in November—an extraordinary outlier relative to the global benchmark’s 2.04% for the same month. 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 across all countries compared to the global benchmark.
The period opens at 1.59% in November 2024 and ends at 8.33% in November 2025. Excluding November 2025’s outsized jump, Legal CTR averaged 1.55% across the year, with a low of 1.37% in March and a pre-spike high of 2.04% in October. Including the November surge, the full-period average lands at 2.07%.
Momentum ebbed early, with CTR drifting from 1.56% in December to a trough of 1.37% in March (−12% from December). From there, the Legal category steadily rebounded: 1.47% in April, 1.59% by August, a small dip to 1.54% in September, and then a notable step up to 2.04% in October (+33% month over month). November’s 8.33% represents a more-than-fourfold jump from October and a 423% lift versus the series start, far outpacing broader market movement.
Volatility tells a two-part story. Typical month-to-month swings for Legal were about 0.10 points (excluding November’s spike), roughly double the global benchmark’s 0.05-point average change. Including November, the Legal series’ average swing expands to 0.61 points, underscoring just how exceptional the year-end jump was.
Seasonality appears in familiar places. Performance softened into late Q4/early Q1, with the lowest CTR in March (1.37%). Engagement recovered gradually through spring and summer, cresting in October at 2.04% before the November leap. The rhythm aligns with broader patterns in our dataset: steady gains into Q4 are common globally, but the Legal category’s October lift was sharper than its earlier months, and the November value sits far outside the typical seasonal envelope.
Against the global benchmark, Legal ran below market for most of the year. The global median averaged 1.82% across the period, rising from 1.75% in November 2024 to 2.04% in October–November 2025 (+16%). Legal averaged 1.55% excluding November’s surge, trailing the global level by 8–21% in most months. The gap was narrowest in December (about 8% below global) and widest in March–September (roughly 16–21% below). October marked parity: 2.04% for Legal versus 2.04% globally. November then broke pattern: 8.33% for Legal, more than 4x the global CTR (+308%), standing as the series’ clear outlier.
In sum, Facebook Ads benchmarks for CTR show the Legal industry across all countries spending much of the year below the global average, tightening the gap into October, and culminating in an exceptional November spike. Understanding CTR performance trends for the Legal industry across all countries helps marketers evaluate category-level engagement against global Facebook Ads benchmarks and recognize how Legal’s seasonal pulse compares to the broader market.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. Why we use median instead of average 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. 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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CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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