Facebook Ads Cost Per Purchase Benchmarks for HR & Staffing

Introduction

Cost per Purchase (CPP) for HR & Staffing across all available countries moved through a brief but dramatic swing this spring: a costly April followed by a sharp May reset. In April 2025, CPP reached $78.29—well above the market—before falling to $27.91 in May, a 64% month-over-month decline. Against the global benchmark, HR & Staffing flipped from a clear premium to a meaningful discount in just one month. Volatility was the headline: the two-point snapshot averaged $53.10, slightly above the market, but the path was defined by extremes.

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 available countries compared to the global benchmark.

The story in the data

• Starting at $78.29 in April and ending at $27.91 in May, HR & Staffing CPP fell by $50.38 (−64%).
• The two-month average landed at $53.10, with a high of $78.29 (April) and a low of $27.91 (May).
• Versus the global benchmark, April’s CPP was 52% above market ($51.61 global), while May’s CPP was 46% below market ($51.27 global). The relative gap swung nearly 98 percentage points from premium to discount.
• The amplitude of this move was unusual: the single-month swing of $50.38 dwarfed typical global month-to-month changes (the global series averages roughly a $2.6 shift per month and moved just $0.34 from April to May).

Seasonal and monthly dynamics

Looking at the global CPP rhythm provides useful context for seasonality. The market climbed into late Q1, peaking at $53.84 in February 2025, then eased through mid-year and compressed into early Q4: October marked one of the lowest points at $43.33, with November of the prior year also low at $42.61. December rebounded to $50.04, consistent with holiday-period shifts. Through Q2 (April–May), the global benchmark was steady around the low-$51s, showing mild softness but not large dislocations.

HR & Staffing’s April–May pattern diverged from that global steadiness. April presented an outsized cost profile, followed by a May normalization well below the market. That Q2 whipsaw sits in contrast to the broader market’s modest glide path during the same period.

Country vs. Global

• Across April–May, HR & Staffing averaged $53.10 vs. a $51.44 global benchmark for the same months—about 3% higher on average.
• Month-by-month, the category oscillated sharply relative to the market: +52% vs. global in April, then −46% in May. The narrowest gap occurred in May (−46%), the widest in April (+52%).
• Trend shape differed significantly: the global benchmark was essentially flat in April–May (−0.7%, −$0.34), while HR & Staffing declined 64% (−$50.38).
• Over the broader period, the global CPP averaged about $49.33 from November 2024 to October 2025, peaking in February and touching lows in October–November—suggesting a predictable contour that HR & Staffing briefly defied in Q2.

Closing

Within Facebook Ads benchmarks, this snapshot shows how cost per purchase for the HR & Staffing industry across all available countries briefly spiked above the market before dropping well below it, against a globally steady Q2 backdrop. While centered on CPP, the pattern complements broader CPC trends, CPM analysis, and CTR performance conversations by highlighting category-specific, country-aggregate ad costs. Understanding Facebook Ads cost per purchase benchmarks for HR & Staffing across all available countries helps marketers compare industry ad performance to global patterns.