See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
August 2025 - August 2026
Detailed observation of presented data
Headline: HR & Staffing cost-per-lead (CPL) in “All countries available” showed a choppy, high-variance year with dramatic spikes and deep troughs versus a steadier global baseline.
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 in All countries available compared to the global benchmark.
The HR & Staffing CPL series opened very low in July 2025 at roughly $5.72, rocketed to a peak of about $99.83 in August 2025, and finished the year in July 2026 near $7.98. Across the 13-month window the median CPL was $24.59 while the mean was about $32.18 — lower than the global baseline mean of roughly $44.10. The global baseline itself ranged more narrowly, from a high near $53.22 (Feb 2026) to a low near $20.82 (Jul 2026).
Key monthly movements: an extraordinary lift in August 2025 (+~1,647% vs July for HR & Staffing), a steep decline into September and October (back to ~$13 in Oct), a rebound into the $40–$50 range across Feb–May 2026 (notably $52.19 in Feb and $45.53 in Apr), and a sharp fall into June–July 2026 finishing under $8. The HR & Staffing series shows pronounced skew: the single August 2025 spike pulls the mean well above the median, signaling outlier-driven behavior.
Seasonal rhythm is uneven. The dataset shows early-summer lows (July 2025), a late-summer spike (Aug 2025), a quiet autumn trough (Oct 2025), and a winter-to-spring run of higher CPLs (Feb–May 2026) before a steep late-spring decline into July 2026. The global baseline follows a gentler seasonal swing: modest increases into year-end and winter, a drop in spring (Apr–Jun), and a notable contraction into July 2026. In short, the HR & Staffing cadence is punctuated by abrupt lifts and declines rather than a smooth seasonal band.
Compared to the global benchmark, HR & Staffing across All countries available averaged about 27% lower CPL ($32 vs $44). Yet that average masks extreme divergence month to month. In July 2025 HR & Staffing was roughly 86% below the global CPL; in August 2025 it overshot the global level by about 128% (nearly $100 vs $44). The narrowest gap occurred in several spring months when HR CPLs sat nearer to baseline (e.g., Mar–May 2026 at $39–$45 vs baseline $41–$51). Volatility contrasts are stark: HR & Staffing averaged absolute monthly moves on the order of ~185% (driven by outliers), while the global baseline averaged about an ~11% monthly swing — HR & Staffing was consistently far more volatile.
Understanding Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, country-specific ad costs and industry ad performance requires attention to both central tendency and dispersion. For HR & Staffing across All countries available, Cost Per Lead benchmarks tell a story of low medians punctuated by episodic extremes, making the series noticeably choppier than the global benchmark.
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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app