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February 2025 - February 2026
Detailed observation of presented data
Global HR & Staffing CTR spent most of the year running below the broader market, then accelerated through Q4 before a dramatic reset in January 2026. The story is one of steady late‑year lift after a soft spring, with sharper month‑to‑month swings than the global benchmark and a standout December peak that quickly unwound. 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.
HR & Staffing CTR opened 2025 at 1.50% and finished December at 1.85%—a 23% rise across the year—before plunging to 0.55% in January 2026. The 2025 average landed at 1.47%, well below the 1.84% global all‑industry average. Within the year, the low came in March at 1.23%, and the high in December at 1.85%. Key inflection points included an early‑spring dip (−0.20 points from February to March), a late‑summer pop (+0.21 points from July to August), and a strong holiday run (+0.19 in October–November and +0.12 in November–December).
Volatility was meaningfully higher than the market. Month‑to‑month absolute movement averaged 0.10 points in 2025 for HR & Staffing versus 0.07 for the global benchmark. That said, the series still built momentum: from a mid‑year base near 1.33–1.37% (June–July), CTR climbed in three of the final four months.
Seasonality followed a familiar pattern for Facebook Ads benchmarks. HR & Staffing saw softer engagement through late Q1 into early Q2: Q1 averaged 1.39%, and Q2 edged slightly lower to 1.32% as CTR found a floor in March–April. Q3 stabilized (1.46% average) with an August lift, and Q4 delivered the best performance of the year at 1.70% on average, culminating in December’s high.
January typically resets after holiday competition, but 2026 opened with an unusually steep drop to 0.55%. Relative to the prior December high, that represents a sharp break from the yearlong rhythm and a larger decline than is typical for early‑Q1 softening.
Across all countries, HR & Staffing CTR consistently tracked below the global all‑industry baseline in 2025—every month of the year. The category’s average (1.47%) trailed the market by roughly 20%. The gap was narrowest in November (−11%) and January 2025 (−11%), and widest in March (−30%) and July (−29%). While the global benchmark rose a steady 25% from January to December (1.69% to 2.10%), HR & Staffing increased 23% over the same period but with more pronounced monthly swings.
The divergence intensified at the start of 2026: HR & Staffing fell to 0.55% in January while the global benchmark held elevated levels at 2.08%, a 74% relative gap—marking the sharpest spread in the series.
In sum, Facebook Ads CTR performance for the HR & Staffing industry across all countries averaged 1.47% in 2025, below the 1.84% global benchmark, with a Q4 climb to a 1.85% December peak and a notable January 2026 reset. These click‑through rate benchmarks provide a clear view of industry ad performance versus the broader market and add context to ongoing discussions around Facebook Ads benchmarks, CTR performance, and global, cross‑country dynamics for HR & Staffing.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. 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. 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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CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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