Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
HR & Staffing ads ran cheaper—and choppier—than the broader market this year. Across all countries, median Facebook Ads CPC for HR & Staffing fell from $1.04 in November 2024 to $0.66 by October 2025, underscoring a market that reset after a costly Q4 and found its floor in early summer before climbing into fall. Compared to the global, all‑industry benchmark, HR & Staffing spent the year well below market levels, but with bigger month‑to‑month swings and sharper troughs.
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.
From a starting point of $1.04 CPC in November 2024, HR & Staffing costs slid 42% into December ($0.60) and another 17% into January ($0.50), then rebounded in February to $0.82. A mid‑spring plateau kept CPCs near $0.77–$0.81 through April before a decisive drop set in: May landed at $0.47 and June marked the low of the period at $0.43. From that June floor, costs recovered steadily—$0.49 in July, $0.50 in August, $0.65 in September—ending October at $0.66.
Over the 12 months, HR & Staffing’s median CPC averaged $0.65, ranging from the June low ($0.43) to the November high ($1.04). Average month‑to‑month movement was 14 cents, or about 22% of the series mean—a notably jumpy cadence for CPC trends. The full range from peak to trough spanned $0.62, nearly the value of the average itself.
Key jolts included the rapid Q4-to-Q1 reset (−52% from November to January), the February rebound (+64% vs. January), the May–June soft patch (−47% from April to June), and a late Q3/early Q4 climb (+55% June to October).
The rhythm aligns with familiar marketplace dynamics: elevated CPCs into late Q4, a Q1 trough, and a measured rebuild through late summer, with momentum returning as budgets and hiring cycles re‑engage. Spring behaved like a pivot: stable in March–April, followed by a pronounced May–June air pocket where country‑specific ad costs compressed across the category. Late Q3 showed the cleanest recovery, with September–October stabilizing in the mid‑$0.60s.
While CPM analysis and CTR performance are separate lenses, the CPC pattern here signals a year defined by cost compression in the middle and a late‑year firming.
Against the global, all‑industry benchmark, HR & Staffing CPCs were consistently below average. The global median CPC averaged $1.14 over the same months, versus $0.65 for HR & Staffing—about 44% lower on average. The gap narrowed during periods of strength for HR & Staffing (e.g., February at 28% below global; April at 28% below) and widened during the early‑summer trough (June at 60% below). Across the year, HR & Staffing ran 28%–60% below market.
Volatility also diverged. HR & Staffing’s average monthly swing was $0.14, roughly three times the global benchmark’s $0.05, indicating a more variable cost environment even as the broader market moved in smaller increments. Directionally, both trends eased over the period: global CPCs declined 28% from November 2024 to October 2025, while HR & Staffing fell 37%, with a deeper dip and a stronger late‑year rebound.
In short, Facebook Ads benchmarks for CPC in HR & Staffing across all countries show a low‑cost but more volatile year: a steep Q4 reset, a May–June low, and a steady rebound into early Q4—consistently below global, all‑industry levels by 28%–60%. Understanding CPC trends for HR & Staffing across all countries helps contextualize industry ad performance and compare it to global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. In the HR & Staffing industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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.
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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CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
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