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Facebook Ads Cost Per Purchase Benchmarks for HR & Staffing in Germany

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Cost Per Purchase for HR & Staffing in Germany

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: HR & Staffing in Germany vs global

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

Key takeaways

  • HR & Staffing in Germany shows a median cost-per-purchase of 0.10 in January 2025—approximately 99.8% below both the global January benchmark (52.31) and the 12‑month global average (47.82), indicating costs far below market.
  • The global baseline is elevated from December through March, then moderates through summer and drops sharply in September.
  • Global volatility averages about 7% month to month (≈3.25 in absolute terms), with the most pronounced swing from August to September.
  • The selected series contains a single month, so in-market seasonality and trend volatility cannot be assessed for Germany.

Selected data overview: HR & Staffing in Germany

  • Coverage: 1 month (January 2025).
  • Median cost-per-purchase: 0.10.
  • High/Low: 0.10 / 0.10 (single observation).
  • Month-to-month change and volatility: not applicable with one data point.
  • Notable pattern: none observable due to limited time span.

Global baseline overview

  • Period: October 2024 to September 2025 (12 months).
  • Average: 47.82; median: 48.96.
  • High: 53.89 in February 2025; low: 32.29 in September 2025.
  • Range: 21.60, with a peak-to-trough decline of roughly 40% from February to September.
  • First-to-last change: down 30.8% from October (46.67) to September (32.29).
  • Volatility: average absolute monthly change ≈3.25, or about 7.0%.
  • Seasonality signals: costs rise into late Q4 and early Q1 (December–February), stabilize in Q2 (April–May around 51–51), soften in summer (June–August mid‑40s), and fall sharply in September.

Comparison: Germany HR & Staffing vs global

  • January positioning: Germany’s 0.10 is about 99.8% below the global benchmark for the same month (52.31), placing Germany well below market.
  • Against the global 12‑month average (47.82), Germany’s January level is also ~99.8% lower.
  • Relative to global seasonality: the selected data point falls within the global high-cost window (Q4–Q1), yet remains far below average, suggesting markedly lower costs in this market snapshot.
  • Trend alignment: cannot be determined for Germany due to a single observation; the global series shows clear seasonality and a pronounced September dip.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry HR & Staffing and Germany 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 Germany, 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.

Germany Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday
Apr 21Easter Monday
May 1Labour Day
May 29Ascension Day
Jun 9Whit Monday
Oct 3German Unity Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)

Potential Advertising Impact

Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.

What's a healthy cost per purchase for ecommerce brands?

It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.

How does product price impact CPA benchmarks?

Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.

Why are my purchase costs going up despite stable ROAS?

Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.

Should I use manual bidding to control CPA more effectively?

Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.

How do I scale spend without letting CPA skyrocket?

Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.

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