See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Across all countries, HR & Staffing stood out for unusually low and highly variable Facebook Ads cost-per-lead (CPL) compared to the global, all-industry benchmark. After elevated CPLs late in 2024, the category saw a sharp reset in early 2025, punctuated by a brief rebound and a prolonged summer trough. The pattern is choppy rather than linear, with several standout months that reshape the year’s averages. 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 HR & Staffing across all countries compared to the global benchmark.
HR & Staffing’s median CPL began at $37.88 in November 2024, closing the period at $4.19 in October 2025 — an 89% slide. The annual high was that initial November peak ($37.88); the low arrived in July ($3.44). Across the 12 months, the category averaged $15.27 per lead, ranging from sub-$5 stretches to occasional double-digit rebounds.
Key movements:
Volatility was pronounced. The average month-to-month absolute move was about $9.10, producing sharper swings than the global benchmark’s $3.22 average change.
The year opened in line with a familiar pattern of elevated Q4 costs followed by a Q1 reset, but the HR & Staffing reset was unusually deep in January and only partially reversed in February. Spring calmed yet remained below late-2024 levels. The summer months formed the softest sequence, with three of the four lowest CPLs between May and August, suggesting a sustained buyer’s market for leads relative to the prior winter. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1; here, the category’s rhythm echoed the timing but exaggerated the amplitude, especially mid-year.
Relative to the global, all-industry benchmark, HR & Staffing sat below market every month. The category’s median CPL averaged $15.27 versus the global $40.94 — roughly 63% lower for the period. The narrowest gap occurred in November 2024 (−9%), while the widest gap emerged in July 2025 (−92%). From Q1 to Q3, the global trend climbed steadily (+24% from an average $36.47 to $45.16), while HR & Staffing declined (−62% from $18.03 to $6.93). The category was also more volatile: monthly CPL swings were about 2.8x larger than the global benchmark.
Taken together, this CPL analysis shows HR & Staffing across all countries tracking well below the global all-industry benchmark, with sharper seasonal swings and an extended mid-year trough. Understanding Facebook Ads cost-per-lead benchmarks for HR & Staffing across all countries helps marketers interpret country-specific ad costs, benchmark performance, and read global versus industry ad performance trends over time.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the HR & Staffing 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.
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A good CPL usually ranges from $10 to $50, depending on your industry and target audience. B2C offers tend to be cheaper, while B2B or high-ticket services may see CPLs over $100.
Your CPL could be high due to weak creative, irrelevant targeting, or an offer that doesn't resonate. Low engagement or poor conversion rates on your landing page can also drive up costs.
Yes. Campaigns optimized for conversions or leads tend to generate cheaper and more qualified leads compared to traffic or engagement objectives. Facebook needs clear signals to find the right users.
Focus on improving your offer, targeting the right audience, and using high-converting creative. Test native lead forms, but make sure you're still qualifying users properly.
If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.
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