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 spent most of the year priced well below the broader market, with a pronounced midyear dip followed by a steady late‑year climb. Across all countries, the category’s impression costs were roughly half of the global, all‑industry benchmark—more volatile in the middle months, but ending the period on a high. 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 December 2024 to November 2025, HR & Staffing CPMs moved from $8.20 to $14.31, a 74% lift over the period. The category averaged $9.77 CPM, ranging from a low of $6.02 in May to a high of $14.31 in November—a swing of $8.29.
Key movements framed the year’s rhythm:
Month‑to‑month volatility averaged 1.84 CPM points, marking sharper swings than the broader market over the same months.
Seasonality was clear. Q1 averaged $10.15, with February as the early high. Q2 softened to $8.24, defined by the May trough and a tentative June recovery. Q3 stabilized at $9.48 as rates rebuilt through August and September. Q4 was the strongest stretch: October and November averaged $12.71, with November setting the annual peak.
These patterns align with familiar auction dynamics: softer demand and pricing pockets in late spring and early summer, followed by a firmer cost environment heading into year‑end.
Against the global, all‑industry benchmark, HR & Staffing CPMs remained below market throughout. The category’s $9.77 average was 51% under the global average of $19.92 for the same Dec–Nov window. The gap narrowed at times—April sat 35% below ($12.08 vs. $18.54) and February 37% below ($11.34 vs. $18.09)—but widened materially in May, when HR & Staffing was 69% under the global median ($6.02 vs. $19.67). November closed 44% below ($14.31 vs. $25.47).
Trend momentum also differed: the global benchmark rose a steadier 25% from December 2024 to November 2025, while HR & Staffing climbed 74% over the same period, reflecting a deeper midyear dip and stronger late‑year rebound. Average monthly swings were larger in HR & Staffing (1.84 points) than globally (1.20 points). Notably, the global benchmark spiked further in December 2025 to $84 (a +230% jump from November), highlighting exceptional year‑end pressure that sat well above HR & Staffing’s November peak.
This CPM analysis highlights how HR & Staffing Facebook Ads benchmarks across all countries tracked well below the global market, with a pronounced midyear low and a strong Q4 finish. Understanding Facebook Ads CPM benchmarks for the HR & Staffing industry across all countries helps advertisers contextualize country‑specific ad costs and compare industry ad performance to 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:
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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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