Facebook Ads Cost Per Purchase Benchmarks for HR & Staffing

Introduction

Across all countries, HR & Staffing Cost Per Purchase (CPP) moved through a sharp whipsaw in spring 2025, diverging markedly from the steady global benchmark and then snapping back below it. April landed well above market, while May undershot by nearly half—producing a brief but dramatic swing that contrasts with a generally measured year for the overall benchmark. 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 (all countries), median CPP started at 78.29 in April 2025 and fell to 27.91 in May—a 64% month-over-month decline. Over this short window, the series averaged 53.10, with April setting the period high (78.29) and May the low (27.91). The absolute swing between months was 50.38 points, signaling an unusually abrupt reset.

Against that, the global benchmark (all industries, all countries) remained calm: 52.12 in April and 52.20 in May, effectively flat. On a like-for-like basis, HR & Staffing sat about 50% above the global benchmark in April (78.29 vs. 52.12), then 47% below it in May (27.91 vs. 52.20). Averaged across the two months, HR & Staffing (53.10) was roughly in line with the market (52.16), but the path to that average was far more turbulent.

Zooming out to the full 2025 global benchmark trend provides context. The global CPP averaged about 50.68 from January through December 2025, peaking in February at 54.77 and drifting to a year low of 45.02 in December. The largest single-month move arrived in November, dropping 5.55 points from October—still far smaller than HR & Staffing’s April-to-May swing. By one measure of volatility, the market’s average monthly change in 2025 was about 1.72 points, versus 50.38 for HR & Staffing in this period—roughly 29 times more volatile.

Seasonal and monthly dynamics

The HR & Staffing series captured a late-spring reversal: an elevated April followed by a compressed May. While two months do not define a cycle, the sequence reads like a short, sharp reset from a costly April into a more efficient May.

The global benchmark shows a different rhythm. Early 2025 was stable (January–May hovering near 52), midyear held near 50–52 through September, and Q4 eased to the annual low in December. In many categories, Q4 can be competitive, yet here the market’s CPP softened into year-end, indicating a broad-based easing rather than a pricing surge.

Country vs. Global

• April: HR & Staffing sat markedly above market (+50% vs. the global benchmark).
• May: The position flipped, landing well below market (−47% vs. the benchmark).
• Average gap (Apr–May): Essentially neutral (+2%), but achieved through outsized month-to-month swings.
• Volatility: HR & Staffing was far more volatile than the global benchmark, with a single-month change that dwarfed any 2025 global monthly move.

Put simply, the global trend rose modestly early in the year, then ebbed into Q4 (−18% from February high to December low), while HR & Staffing across all countries showed a choppier profile within spring—above market, then below it, in back-to-back months.

Closing

Understanding Facebook Ads benchmarks for Cost Per Purchase in HR & Staffing across all countries highlights how industry ad performance can diverge sharply from the steadier global trend. While CPC trends, CPM analysis, and CTR performance often frame broader efficiency stories, this CPP view shows a spring spike and correction that netted out near market levels but with far greater volatility. These cost-per-purchase benchmarks for HR & Staffing across all countries help quantify country-specific ad costs in aggregate and anchor comparisons to the global baseline.