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October 2025 - September 2026
Benchmark observations based on the selected 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.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the HR & Staffing industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
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