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February 2025 - February 2026
Detailed observation of presented data
The Legal industry’s Facebook Ads CTR story in 2025 reads as a slow first act followed by a decisive Q4 breakout. Across all countries, Legal trailed the global, all‑industry benchmark for nine straight months, then vaulted above it in October and held that lead through the holiday period, remaining elevated into January 2026. The pattern shows clear seasonality and unusually sharp late‑year momentum, paired with higher‑than‑market volatility. 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 opened 2025 at 1.40% and closed January 2026 at 2.33%, a 66% lift from the starting point. Over the 13‑month window, CTR averaged 1.82%, ranging from a low of 1.38% in March to a high of 2.82% in November. The climb was modest through summer—hovering around the mid‑1% range—before momentum steepened: September to October jumped from 1.64% to 2.11% (+28%), and October to November surged again to 2.82% (+34%). December held near peak levels at 2.81% before easing to 2.33% in January 2026 (−17% vs. December), still well above early‑year levels.
Volatility was a defining feature. Month‑to‑month movement in Legal CTR averaged 0.18 percentage points, roughly triple the global benchmark’s 0.06 points, with the largest swings concentrated in Q4. The peak‑to‑trough spread over the period reached 1.45 points, underscoring how quickly engagement accelerated late in the year.
The year followed a familiar seasonal rhythm for CTR performance. Q1 was the softest stretch for Legal (average 1.40%), with March marking the yearly low. Gradual, incremental improvement characterized spring and summer (April–August), culminating in a mild pre‑Q4 plateau around 1.64% in September. The market then pivoted into a strong holiday phase: Q4 averaged 2.58%, an 84% lift versus Q1. Engagement cooled after the holidays but remained above the pre‑Q4 run rate in January 2026.
Against the global, all‑industry benchmark, Legal’s CTR averaged slightly lower overall (1.82% vs. 1.86%). From January through September, Legal trailed global levels by roughly 12–21% each month, with the widest gap in March (−21%). The relationship flipped in Q4: Legal moved above market by +5% in October, expanded the lead to +46% in November, and remained +34% above in December. January 2026 kept the advantage at +12% over the global baseline. Put simply: the global trend rose steadily (+24% from January to December), while Legal was choppier—subdued most of the year, then decisively stronger in the final quarter.
These Facebook Ads benchmarks highlight how CTR performance for the Legal industry across all countries lagged for much of 2025 before breaking out in Q4, ultimately finishing the period above the global average. While country-specific ad costs vary, this industry view complements CPC trends and CPM analysis and offers a clear frame for industry ad performance. Understanding Facebook Ads click‑through rate benchmarks for the Legal industry across all countries helps marketers contextualize engagement and compare against 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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