See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Real Estate lead costs moved counter to the broader market this year. While the global benchmark drifted higher into Q3–Q4 and then eased, Real Estate across all countries trended downward overall, punctuated by sharp swings. Median cost per lead (CPL) in Real Estate averaged $22.21 for the period, well below the $40.29 global average, with a late-year trough and a December rebound shaping the narrative.
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 Real Estate across all countries compared to the global benchmark.
Real Estate CPL started at $23.13 in December 2024 and ended at $21.08 in December 2025, an 8.9% decline over 13 months. The high came in February at $29.19, followed by a sharp drop to $17.42 in March. The low arrived in November at $12.74 before recovering to $21.08 in December. The median month across the timeline landed at $22.79, underscoring a cost profile centered in the low-$20s with intermittent surges.
Volatility was pronounced. Month-to-month absolute changes averaged $5.87, with the steepest decline from February to March (−$11.77) and the largest increase from April to May (+$8.38). From the February peak to the November trough, CPL compressed by 56%, highlighting a market that oscillated more aggressively than the broader benchmark.
The year opened firm: Q1 averaged $24.80, buoyed by January–February highs before the March reset. Q2 steadied at $22.71, with a May lift offsetting softer April levels. Q3 edged down to $22.19, with a July pop giving way to a September slide to $15.85. Q4 was the softest stretch at $18.82, led by the November low and a December rebound.
This rhythm diverged from typical market seasonality. The global benchmark followed a familiar pattern—rising through summer and fall as competition intensifies, peaking in October—while Real Estate costs eased into Q4, suggesting a different demand cadence for leads than the all-industry average.
Relative to the global benchmark, Real Estate CPL consistently sat “below market.” On average, Real Estate ran 45% lower than global levels ($22.21 vs. $40.29). The gap narrowed to its closest point in January (20% below) and widened most in November (72% below). Other wide separations appeared in September (67% below) and October (53% below).
The baseline itself moved from $38.42 in December 2024 to $36.03 in December 2025 (−6.2%), peaking at $48.27 in October and bottoming at $33.17 in March. It was less choppy than Real Estate: monthly volatility averaged $3.58 versus Real Estate’s $5.87. Quarterly, the baseline rose from $35.94 in Q1 to $43.66 in Q3, then held elevated levels in Q4 ($43.44), contrasting with Real Estate’s stair-step decline from Q1 to Q4.
In short, Facebook Ads benchmarks for cost per lead show Real Estate across all countries averaging $22.21—well below the global all-industry cost profile—with higher volatility, a Q1 spike, and a pronounced late-year dip before December’s rebound. Understanding CPL trends for Real Estate across all countries helps marketers gauge industry ad performance and compare country-specific ad costs to global patterns.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Real Estate 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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A good CPL usually ranges from $10 to $50, depending on your industry and target audience. B2C offers tend to be cheaper, while B2B or high-ticket services may see CPLs over $100.
Your CPL could be high due to weak creative, irrelevant targeting, or an offer that doesn't resonate. Low engagement or poor conversion rates on your landing page can also drive up costs.
Yes. Campaigns optimized for conversions or leads tend to generate cheaper and more qualified leads compared to traffic or engagement objectives. Facebook needs clear signals to find the right users.
Focus on improving your offer, targeting the right audience, and using high-converting creative. Test native lead forms, but make sure you're still qualifying users properly.
If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.
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