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November 2024 - November 2025
Detailed observation of presented data
HR & Staffing CTR across all countries spent most of the year below the global Facebook Ads benchmarks, but it wasn’t a flat line. The category opened strong, slipped hard through late Q4 and Q1, rebuilt through spring, then staged a late‑summer lift and a sharp November finish that briefly outpaced the market. Volatility was a defining feature: sharper swings month to month than the global baseline, with notable spikes in August and November and a pronounced trough in March.
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.
For additional context, the global benchmark averaged 1.82% CTR over the same period, rising steadily to 2.04% in November 2025.
The category’s softest stretch ran December through March, with three consecutive monthly declines culminating in the March low. The rebound took shape in stages: a spring stabilizer (April–July around 1.55–1.65%), a late‑summer spike in August, a September cool‑off, and a Q4 push where October to November rose from 1.71% to 2.13%. In aggregate, H1 2025 averaged 1.51% CTR, while the back half (July–November) averaged a stronger 1.80%.
By contrast, the global pattern was more linear: gradual gains from Q1 through Q4, with H1 averaging 1.73% and H2 rising to 1.96%, peaking into October–November.
Relative to the global benchmark, HR & Staffing underperformed on average by about 8% (1.66% vs. 1.82%). It led the market in only 3 of 13 months (November 2024, August 2025, November 2025). The widest deficit came in March (−25% vs. global), with other notable gaps in September (−20%) and October (−16%). The narrowest gaps appeared in January (−5%) and May (−7%), and the strongest relative outperformance was in November 2024 (+20%). While the global CTR trend rose a steady +16% from November to November, HR & Staffing was choppier and essentially flat (+2%).
Within Facebook Ads benchmarks, CTR performance for HR & Staffing across all countries was more volatile than the global norm, with a Q1 trough, late‑summer lift, and strong November peak. This CTR‑focused view complements broader CPC trends, CPM analysis, and country‑specific ad costs when assessing industry ad performance. Understanding Facebook Ads click‑through‑rate benchmarks for HR & Staffing across all countries helps advertisers evaluate engagement trends and compare performance to global patterns.
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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