See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
January 2025 - January 2026
Detailed observation of presented data
Across all countries, Legal’s Facebook Ads click‑through rate (CTR) spent most of the year below the global benchmark, then staged a dramatic Q4 surge that flipped the narrative. The year opened soft around 1.40% and crept upward through summer before a sharp October–November lift pushed CTR well above market, ending the year at a new high. Volatility was notably higher than the global pattern, with a wider range and larger month‑to‑month moves.
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 CTR averaged 1.78% for the year, starting at 1.40% in January and finishing at 2.86% in December. The low arrived in March (1.38%), and the high in December (2.86%), producing a wide annual range of 1.48 points. Month‑to‑month moves averaged 0.15 points, more than double the global benchmark’s 0.07, signaling a choppier trajectory.
The rhythm was incremental through mid‑year: small gains from April (1.47%) to August (1.68%), a minor dip in September (1.64%), then a decisive inflection. October jumped to 2.11% (+0.47 points), followed by an even larger leap in November to 2.82% (+0.71), and a marginal December uptick to 2.86%. Q1 averaged 1.40% while Q4 averaged 2.60%—an 85% lift from the start of the year.
By comparison, the global benchmark averaged 1.84%, ranged from 1.66% (February low) to 2.12% (December high), and rose more smoothly from January to December (+26%). Legal’s end‑of‑year acceleration was the standout difference: faster, higher, and materially more volatile.
Legal’s CTR showed a soft start in Q1 (January–March), a gradual build across spring and summer (April–August), and a strong autumn pivot leading into Q4. September marked the final month below 1.70% before the market shifted. October’s step‑change signaled a new level of engagement that carried through year‑end, with November as the breakout month.
Globally, the pattern was steadier: modest strength into mid‑year, a lift in October, a brief November easing, and a December peak. Where the market exhibited subtle seasonality, Legal delivered a pronounced acceleration in the final quarter.
Relative to the benchmark, Legal trailed from January through September by roughly 12% to 21% each month (March was the widest gap at −21%). The spread narrowed sharply in October, when Legal climbed 5% above global levels, then widened decisively: +46% in November and +35% in December. For the full year, Legal’s average (1.78%) sat 3% below the global 1.84%, but the closing months reversed the deficit. Overall, the global trend rose steadily (+26%), while Legal’s was steeper and more variable (+104% from January to December), underscoring higher volatility and a stronger Q4 momentum.
These Facebook Ads benchmarks highlight CTR performance for the Legal industry across all countries: a below‑market first nine months followed by an outsized Q4 lift that ended well above the global trend. Understanding click‑through rate benchmarks for Legal worldwide helps teams gauge engagement levels and compare industry ad performance to global patterns.
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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