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

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Cost Per Purchase for HR & Staffing in Spain

October 2024 - October 2025

Insights

Detailed observation of presented data

This analysis looks at cost per purchase trends for the HR & Staffing industry in Spain 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 Spain ran below market in the observed period: the May–June average cost per purchase was 35.2% lower than the global baseline for the same months (31.72 vs. 48.96).
  • Sharp two-month drop: cost per purchase fell 52.2% from May to June in Spain, a much larger swing than typical month-to-month moves in the global baseline (~7% on average).
  • The global series shows elevated costs into winter (peaking in February) and a broad decline into late summer, with a pronounced dip in September.

Selected market (HR & Staffing, Spain): highlights

  • Time frame: May–June 2025
  • Average cost per purchase: 31.72
  • High/low: high 42.92 (May 2025); low 20.52 (June 2025)
  • Range and volatility:
  • Month-to-month change: -52.2% from May to June
  • Absolute range across two months: 22.40
  • Start-to-end change: -52.2% from the first to the last month in the series
  • Notable movement: a sharp June dip to 20.52 after May’s 42.92

Global baseline: context and seasonality

  • Time frame: October 2024–September 2025
  • Average cost per purchase: 47.82
  • High/low: high 53.89 (February 2025); low 32.29 (September 2025)
  • Start-to-end change: -30.8% from October 2024 (46.67) to September 2025 (32.29)
  • Volatility:
  • Average absolute month-to-month change ~7.0%
  • Notable moves: +19.3% from November to December; -29.3% from August to September
  • Seasonal pattern in this dataset: costs rose into December and peaked in February, then trended down through spring and summer before a sharp September dip.

Spain vs. global baseline: how they compare

  • Period-aligned averages (May–June 2025):
  • Spain HR & Staffing: 31.72
  • Global baseline: 48.96
  • Relative position: 35.2% below market
  • By month:
  • May 2025: Spain 42.92 vs. global 50.97 (15.8% below market)
  • June 2025: Spain 20.52 vs. global 46.96 (56.3% below market)
  • Versus the full 12-month global average (47.82), Spain’s May–June average sits 33.7% lower.
  • Volatility comparison: Spain’s -52.2% month-over-month move from May to June is substantially steeper than the global series’ typical ~7% monthly shifts, indicating a short-term downswing well beyond overall market noise.

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

Spain Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 17Maundy Thursday (some regions)
Apr 18Good Friday
Apr 21Easter Monday (some regions)
May 1Labour Day
Aug 15Assumption Day
Oct 13National Day of Spain
Nov 1All Saints' Day
Dec 6Constitution Day
Dec 8Immaculate Conception
Dec 25Christmas Day

Key Shopping Season

Late November–early December (Black Friday/Cyber Monday), Mid-August (summer promotions), December (Christmas & post-Christmas sales)

Potential Advertising Impact

CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.

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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