Facebook Ads Cost Per Purchase Benchmarks for HR & Staffing

Introduction

HR & Staffing’s cost-per-purchase showed a dramatic whipsaw across all countries: an elevated April gave way to a sharp May reset, diverging markedly from the steadier global benchmark. In April 2025, the industry’s CPP reached 78.29, then fell to 27.91 in May — a 64% month-over-month drop — while the global all‑industry median held essentially flat around 52.4. The result is a two‑month story of extremes: briefly above market, then well below it, with volatility that far exceeded typical global movement. 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.

The story in the data

Across the observed window, HR & Staffing’s CPP started at 78.29 in April and ended at 27.91 in May, averaging 53.10 across the two months. The range was wide — a 50.38‑point spread — highlighting a swift reset in acquisition costs. April marked the local high; May set the local low. In percentage terms, the drop from April to May was −64%.

By contrast, the global all‑industry benchmark was calm. CPP sat at 52.38 in April and 52.42 in May — a negligible +0.07% change. For broader context, the global median across 2025 averaged about 51.65, with a modest range from a February high of 54.77 to a November low of 47.32. Month‑to‑month moves in the global series averaged about 1.6 points in 2025, underscoring how unusual HR & Staffing’s 50‑point swing was across the same spring period.

The relative positioning shifted just as quickly. In April, HR & Staffing ran about 49% above the global CPP (78.29 vs. 52.38). In May, it flipped to roughly 47% below (27.91 vs. 52.42). Despite that churn, the two‑month average for HR & Staffing (53.10) landed close to the April–May global average (52.40), showing that the level converged while the path there was decidedly choppy.

Seasonal and monthly dynamics

The global benchmark suggests a gentle seasonal rhythm: relatively stable through Q2 and Q3, then softer into late Q4 (47–48 in November–December), followed by an even lower January 2026 reading (25.15). Against that backdrop, HR & Staffing’s April–May pattern across all countries runs counter to the calm typically seen in late spring. April’s elevated CPP looks like an outlier peak, followed by a swift May correction to a level more in line with the softer periods seen globally later in the year.

With only two months of HR & Staffing data in this window, the seasonality signal is limited, but the immediate sequence — high in April, low in May — stands out for pace and magnitude relative to broader market behavior.

Country vs. Global

Across all countries, HR & Staffing was more volatile than the global benchmark and alternated between above‑market and below‑market levels within one month:

• April: 49% above the global CPP.
• May: 47% below the global CPP.
• Spread of relative position: roughly 96 percentage points from April to May.
• Average level (Apr–May): about 1% above the global average for the same period, despite the large swing.
• Volatility: a ~50.4‑point month‑over‑month shift versus the global benchmark’s typical ~1.6‑point monthly change across 2025.

Closing

In sum, Facebook Ads benchmarks for cost per purchase in HR & Staffing across all countries show a brief April spike followed by a sharp May reset, contrasting with steady global all‑industry CPP trends. Understanding cost‑per‑purchase benchmarks and CPP trends for HR & Staffing across all countries helps marketers evaluate industry ad performance and compare country‑agnostic ad costs to global patterns.