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July 2025 - July 2026
Detailed observation of presented data
The headline: Legal-sector click-through-rates (CTR) started the period well below the global benchmark, swung through a pronounced holiday spike, then finished the year markedly higher — a story of deep troughs and sharp rebounds. 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 available compared to the global benchmark.
CTR for Legal began at about 1.50% in June 2025 and ended at 2.85% in June 2026 — an almost 90% uplift from start to finish. Across the 13-month window the Legal average CTR was roughly 2.09%, versus a baseline global median of about 2.00% (a small +0.09 percentage-point edge, or ~4.5% relative lift). The low point was 1.50% (June 2025); the high point was 2.85% (June 2026). Monthly movement was sizeable: average absolute month-to-month change was approximately 0.38 percentage points, compared with only about 0.06 points for the global benchmark — indicating much higher short-term volatility in Legal CTR performance.
Key monthly moves: a subdued summer through September 2025 (1.50–1.57%), a sharp jump into October, then a pronounced peak in November 2025 at 2.80% (roughly +46% versus the global median that month). December held high at ~2.63% before a drop into January 2026 (~1.80%). The pattern reversed with rebounds in February, April–May, and a strong peak again in June 2026 (2.85%).
The rhythm reads like a cycle of compression and release: a soft summer base, a strong Q4 pulse centered on November–December, and a post-holiday trough in January followed by intermittent rebounds. November 2025 is the standout month — the single largest positive divergence from the baseline — while the summer-to-early-fall months (June–September 2025) consistently trailed the global median by mid-teens in relative terms. Volatility is concentrated around Q4 and the late-spring rebound, creating sharper month-to-month swings than the baseline pattern.
Viewed against the global benchmark, Legal CTRs were below average for the first four months (June–September 2025) by roughly 15–19%. From October onward the gap oscillated: October was nearly even (+1%), November and December moved well above market (+46% and +28% respectively), then January dipped again (~−15%). The narrowest gap occurred in October (~+1.4% vs. global); the widest gap was November (~+46%). Overall, Legal in All countries available showed slightly higher mean CTRs than the baseline but was markedly more volatile — larger swings and bigger month-to-month gaps than the broader market.
Understanding Facebook Ads click-through-rate benchmarks for the Legal industry in All countries available clarifies how industry ad performance and CTR trends diverge from global patterns and highlights periods of amplified volatility in this category.
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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