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Facebook Ads Cost Per Purchase Benchmarks for HR & Staffing in South Africa

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Cost Per Purchase for HR & Staffing in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: HR & Staffing in South Africa vs. global

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

  • HR & Staffing in South Africa sits dramatically below market in the only observed month (January 2025): a median cost-per-purchase of 0.0627 versus the global baseline of 52.31 (about 99.9% lower, roughly 834x below market).
  • The selected series contains a single month, so volatility, seasonality, and trend cannot be inferred; average, high, and low are the same (0.0627).
  • Globally, median cost-per-purchase averaged approximately 47.82 over the past 12 months, peaking in February 2025 (53.89) and troughing in September 2025 (32.29).
  • Global trend shows clear seasonal shape: costs generally rise into late Q4 and early Q1 (holiday periods) and ease through mid-year, with a pronounced dip in September.
  • Baseline volatility is moderate: average absolute month-to-month change was about 7.0%, with the largest rise in December (+19.3% vs. November) and the sharpest drop in September (-29.3% vs. August). From October 2024 to September 2025, the baseline fell 30.8%.

Selected segment overview: HR & Staffing in South Africa

  • Metric: cost-per-purchase (median, monthly).
  • Coverage: January 2025 only.
  • January 2025: 0.0627.
  • Average/high/low: 0.0627 (single observation).
  • Change from first to last month: not applicable (single observation).
  • Volatility: not measurable due to one data point.

This single-month snapshot positions HR & Staffing in South Africa well below average relative to the global benchmark for the same month.

Global baseline summary (all industries, all countries)

  • Period: October 2024 to September 2025.
  • Average: 47.82.
  • High: 53.89 (February 2025).
  • Low: 32.29 (September 2025).
  • Change from first to last month: -30.8% (46.67 in October 2024 to 32.29 in September 2025).
  • Volatility: average absolute month-to-month change ≈ 7.0%.
  • Notable spikes/dips:
  • November → December: +19.3% (holiday lift).
  • August → September: -29.3% (sharp late-Q3 drop).

Comparison: South Africa HR & Staffing vs. global

  • Point-in-time comparison (January 2025):
  • Selected: 0.0627.
  • Global: 52.31.
  • Relative positioning: far below market (about 0.12% of the global level).
  • Versus the broader seasonal pattern:
  • The global series shows elevated costs in December–February; the selected January value remains distinctly below average even against that seasonal high.

Seasonality context

  • The baseline confirms a familiar Facebook Ads pattern: cost-per-purchase typically increases in Q4 and early Q1 around holiday periods, then moderates into mid-year with a pronounced trough in September.

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

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

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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