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January 2025 - January 2026
Detailed observation of presented data
The HR & Staffing category ran a different rhythm than the broader market in 2025. Click‑through rate (CTR) across all countries averaged 1.60% for HR & Staffing, consistently below the 1.84% global, all‑industry benchmark. The year opened near parity, slid to a Q1 trough, then surged to a sharp August peak before easing into a softer Q4 while the broader market accelerated to year‑end highs. Volatility was the other headline: HR & Staffing swung more sharply month to month than the global trend, with one standout month of outperformance in August.
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 started at 1.59% in January and ended at 1.57% in December, essentially flat for the year (−1%). The low arrived in March at 1.29%, followed by a lift through spring and a pronounced spike to the annual high in August at 2.06%. After that peak, CTR cooled to 1.53% in September, recovered to 1.71% in November, and softened again to 1.57% in December. The full‑year range was wide—1.29% to 2.06%—with an average of 1.60%.
Month‑to‑month volatility averaged 0.19 points, driven by the August surge (+0.49 points from July) and the September giveback (−0.52). By contrast, the global benchmark moved more gradually, with average monthly shifts of 0.07 points.
Seasonality showed in a textbook Q1 dip: January (1.59%) stepped down to February (1.45%) and bottomed in March (1.29%). Spring steadied, with April–July hovering around 1.55–1.57% before August broke pattern, jumping to 2.06%. The back half then normalized: a pullback in September, a modest October–November rebuild (1.67% to 1.71%), and a softer December at 1.57%.
Meanwhile, the global, all‑industry trend climbed steadily through the year. It started at 1.69% in January, moved through a stable spring (1.70–1.79%), built into Q3 (1.88–1.91%), and peaked in Q4 with 2.01% in October and 2.12% in December—underscoring typical year‑end momentum.
Across all countries, HR & Staffing CTR underperformed the global benchmark in 11 of 12 months. The gap was narrow at the start (−6% in January), widened through Q1 (−26% in March), briefly flipped above market in August (+8%), and then widened again into Q4. September (−19%), October (−17%), and November (−12%) lagged the rising market, with December marking the widest deficit at −26% (1.57% vs. 2.12%).
On average, HR & Staffing trailed the global, all‑industry CTR by roughly 13% in 2025 (1.60% vs. 1.84%). The category’s range (0.76 points) was notably broader than the market’s (0.46 points), signaling a more volatile engagement profile. While the global benchmark climbed +26% from January to December, HR & Staffing finished the year near where it began, with performance defined by a pronounced August spike rather than a sustained Q4 rise.
Taken together, these Facebook Ads benchmarks show that CTR performance for HR & Staffing across all countries averaged 1.60% in 2025, with a March low, an August high, and wider‑than‑market swings throughout the year versus the 1.84% global benchmark. Understanding click‑through‑rate patterns for HR & Staffing across all countries helps marketers benchmark engagement quality against global trends in the broader Facebook Ads ecosystem.
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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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.
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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