Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Brazil’s HR & Staffing market ran on exceptionally low CPCs versus the global benchmark, but the year was anything but quiet. Costs surged into March, cratered in May, then rebuilt through late Q3 before easing into October. The pattern: materially cheaper than global at nearly every point, but far more volatile month to month, with one dramatic May trough that reset the trend.
“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 in Brazil compared to the global benchmark.”
CPC trends for HR & Staffing in Brazil started at $0.14 in December 2024 and ended at $0.22 in October 2025. The period averaged $0.30, with a high of $0.61 in March and an ultra-low of $0.01 in May. The swings were pronounced: +328% from December to March, −25% into April, then a −97% plunge in May, before a sharp rebound to $0.24 in July. From there, CPCs climbed to $0.40 in September and pulled back to $0.22 in October.
Volatility averaged a $0.23 absolute month-to-month move, signaling choppier conditions than the global series. Excluding the May anomaly, Brazil’s average would sit closer to $0.34, with a still-lively cadence of rises and pullbacks.
Globally, Facebook Ads benchmarks for CPC were steadier. The comparable months averaged roughly $1.12, ranging from $1.28 in December 2024 to $1.04–$1.09 across late Q3 and early Q4. Average monthly movement was about $0.04, a much narrower band than Brazil’s HR & Staffing series.
The first quarter acceleration culminated in March’s local peak ($0.61), followed by a moderated April and a sharp May trough. Q3 then rebuilt progressively: $0.24 (July) to $0.30 (August) to $0.40 (September), before easing to $0.22 in October as the market entered Q4. Globally, costs generally softened through midyear and hovered around the low $1.10s into early Q4, reflecting typical seasonal compression. Within 2025, H2 in Brazil averaged about $0.29 versus roughly $0.36 in H1, indicating a modest second-half cooldown after the Q2 shock.
Across the months observed, Brazil’s HR & Staffing CPCs sat well below market. The local average (~$0.30) trailed the global benchmark (~$1.12) by about 73%. The narrowest gap appeared in March, when Brazil was 47% below global levels ($0.61 vs. $1.14). The widest gap was in May, when Brazil’s CPC dipped near zero (about 99% below global). Excluding that outlier, Brazil typically trailed global by roughly 60–80%. While the global trend eased steadily (−18% from December to October), Brazil’s path was more jagged: a Q1 lift, a Q2 dislocation, then a Q3 rebuild and an October reset.
In short, Facebook Ads benchmarks show HR & Staffing CPCs in Brazil were structurally lower than global levels but markedly more volatile, with standout swings in March and May and a measured Q3 recovery. Understanding cost-per-click benchmarks for HR & Staffing in Brazil helps contextualize country-specific ad costs and compare industry ad performance to global CPC trends.
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. For campaigns targeting Brazil, 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.
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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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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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