Facebook Ads Cost Per Purchase Benchmarks for HR & Staffing

Introduction

HR & Staffing showed a dramatic two‑month pivot in Facebook Ads Cost Per Purchase across all countries: a high-cost April gave way to a sharply lower May, swinging from well above market to materially below it. Against the steadier global benchmark, this category’s early Q2 pattern stands out for its amplitude more than its direction. 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

For HR & Staffing across all countries, median Cost Per Purchase landed at 78.29 in April 2025, then fell to 27.91 in May 2025. That is a 64% month‑over‑month decline, a 50.38‑point move in absolute terms. The two‑month average was 53.10.

Context from the global benchmark shows a calmer backdrop. Globally, Cost Per Purchase averaged about 48.06 from November 2024 through November 2025, ranging from a high of 53.81 in February 2025 to a low of 30.61 in November 2025. Month‑to‑month volatility in the global series averaged roughly 3.45 points, with the largest single shift being a 14.90‑point drop heading into November.

Put side by side, HR & Staffing’s April–May swing (50.38 points) exceeded the entire 13‑month global high‑to‑low range (about 23.2 points), highlighting how suddenly acquisition costs moved for this category across all countries.

Seasonal and monthly dynamics

The global pattern rose through late Q4 into a February peak, then eased modestly through mid‑year, ticked up in August, and softened again into October before a sharp November compression. By contrast, HR & Staffing condensed a full cycle into two months: an elevated April followed by a May trough. In April, HR & Staffing’s Cost Per Purchase sat notably above typical global Q2 levels, while May resembled the softer pockets seen in the global series’ weakest months.

Even within this brief window, the rhythm is clear: April represented the costliest point for the category in early Q2, and May marked the lowest, pulling the two‑month average only slightly above the global April–May baseline.

Country vs. Global

• April 2025: HR & Staffing’s Cost Per Purchase (78.29) was 52% above the global benchmark (51.39).
• May 2025: HR & Staffing (27.91) was 45% below the global benchmark (51.18).
• Across April–May, HR & Staffing averaged 53.10, about 3.5% above the global April–May average (51.29) and roughly 10% higher than the full 13‑month global average (48.06).

In relative terms, the gap flipped from “above market” in April to “below average” in May, making the category more volatile than the global benchmark over the same period. While the global trend moved gradually (+26% from November 2024 to a February 2025 peak, then −15% by October, and −28% by November), HR & Staffing’s two‑month view was choppier, with a single step down of −64%.

Closing

For performance marketers tracking Facebook Ads benchmarks, HR & Staffing across all countries posted a pronounced early‑Q2 swing in Cost Per Purchase—moving from 52% above the global benchmark in April to 45% below it in May. Understanding Cost Per Purchase benchmarks for HR & Staffing across all countries helps ground country‑specific ad costs and industry ad performance against global patterns, alongside broader CPC trends, CPM analysis, and CTR performance.