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Facebook Ads Cost Per Lead Benchmarks for HR & Staffing in Brazil

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Cost Per Lead for HR & Staffing in Brazil

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • The HR & Staffing cost-per-lead in Brazil is far above market: December 2024 sits at 1,362.26, roughly 34x higher than the global baseline for the same month and about 38x higher than the 13‑month global average.
  • The selected series contains a single data point (Dec 2024), so within-series volatility and seasonality cannot be assessed.
  • The global baseline shows clear seasonality with higher costs in Q4 (Nov–Dec) and a broad easing into 2025, culminating in a sharp dip by September 2025.
  • Overall, the selected market is firmly above average relative to global trends at the snapshot provided.

Overview and context

This analysis looks at cost-per-lead trends for industry HR & Staffing and target country Brazil compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

HR & Staffing in Brazil: selected data highlights

  • Coverage: 1 month (2024-12).
  • Average: 1,362.26.
  • High/Low: 1,362.26 (Dec 2024) / 1,362.26 (Dec 2024).
  • Volatility: Not measurable (single month).
  • First-to-last change: Not measurable (single month).
  • Notable level: The December reading is exceptionally elevated and stands out versus the global pattern for the same period.

Global baseline benchmarks (all industries, all countries)

  • Period: Sep 2024–Sep 2025 (13 months).
  • Average: 35.80.
  • High: 41.58 (Nov 2024).
  • Low: 20.63 (Sep 2025).
  • Month-to-month volatility: Average absolute move ≈ 4.50, indicating moderate variability around the mean.
  • First-to-last change: Down 37.3% from Sep 2024 (32.88) to Sep 2025 (20.63).
  • Seasonal pattern: Costs rise into Q4 (Nov 41.58; Dec 39.63), then normalize in early/mid 2025 before a pronounced dip in Sep 2025.

Direct comparison: Brazil (HR & Staffing) vs global

  • Versus December baseline: 1,362.26 (Brazil, HR & Staffing) vs 39.63 (global) in Dec 2024 — about 34x above the global median.
  • Versus global average: 1,362.26 vs 35.80 — roughly 38x above the 13‑month global average.
  • Positioning: Significantly above market at the snapshot provided.
  • Seasonality lens: While the global series shows expected Q4 cost pressure, the December value in Brazil’s HR & Staffing selection is an extreme outlier relative to that seasonal uplift.

What the trend lines suggest for marketers

  • The selected series cannot reveal internal trends with one month of data, but it clearly sits well above global norms.
  • The global baseline reaffirms common seasonality: costs typically increase in Q4 around holiday periods, then ease afterward, with notable softness by late Q3 in this dataset.

Understanding cost-per-lead benchmarks on Facebook Ads in HR & Staffing and Brazil helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting Brazil, advertisers should consider local market factors and user behavior. 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.

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Brazil Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 3–4Carnival
Apr 18Good Friday
Apr 21Tiradentes Day
May 1Labour Day
Jun 19Corpus Christi
Sep 7Independence Day
Oct 12Our Lady of Aparecida (Children's Day)
Nov 2All Souls' Day
Nov 15Republic Proclamation Day
Nov 20Black Awareness Day
Dec 25Christmas Day

Key Shopping Season

December (Christmas), Late November (Black Friday), Children's Day (Oct 12)

Potential Advertising Impact

CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.

What is considered a good cost per lead on Facebook in 2025?

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.

Why is my CPL higher than industry averages?

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.

Does campaign objective impact CPL?

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.

How can I generate leads at a lower cost without hurting lead quality?

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.

Should I optimize for leads or conversions if my goal is pipeline growth?

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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