Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
HR & Staffing CPMs ran well below the global, all‑industry benchmark for most of the year, then staged a sharp Q4 lift that narrowed the gap at year end. Across all countries, median CPMs opened at $8.20 in December 2024 and climbed to $21.92 by December 2025—a 167% rise off a mid‑year trough. The arc is choppy: a spring decline, a gradual rebuild through late summer, and a decisive surge into November and December. Throughout, the category remained more volatile than the broader market, but by December the distance to the global benchmark was at its narrowest point of the year. 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.
The rhythm is seasonal. Q1 was steady to slightly elevated (average $10.15), Q2 marked the softest stretch (average $8.24 with the May trough), and Q3 showed a measured climb (average $9.47). Q4 accelerated meaningfully to an average of $15.79, with December’s spike defining the year’s peak. This pattern aligns with a broader market cadence where performance typically softens mid‑year and impression costs rise into late Q4 as competition intensifies.
Compared to the global, all‑industry Facebook Ads benchmarks, HR & Staffing CPMs were consistently below market but on a converging path by year end.
In sum, this CPM analysis shows HR & Staffing impression costs across all countries running materially below the global all‑industry benchmark for most of the year, with higher volatility and a strong Q4 lift that narrowed the spread. Understanding Facebook Ads benchmarks for CPM in the HR & Staffing industry across all countries helps situate category‑specific ad costs within broader global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of 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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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.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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