See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Real Estate lead costs ran consistently below the broader market this year, with a sharp mid‑year spike and a decisive late‑year cooldown. Starting at $34.79 in November 2024 and ending at $18.47 in October 2025, global Real Estate cost per lead (CPL) fell 47% over the period. The standout moment was May 2025, when CPL briefly surged to $40.73 before settling back into a lower, steadier band through Q3 and into October. Volatility was pronounced: average month‑to‑month movement was $7.78, more than double the global benchmark’s $3.22.
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.
Across the 12 months, Real Estate CPL averaged $26.79, well below the all‑industry global average of $40.90. The range was wide: a low of $17.53 in March and a high of $40.73 in May—a $23 spread. Only one month (May) cleared the $35 mark. The early descent from November ($34.79) to March ($17.53) was followed by a quick rebound to April ($18.88) and then the dramatic May spike. After June ($26.57), costs eased again: July rose to $31.47 before stepping down through August ($24.40), September ($21.39), and October ($18.47).
Volatility stood out. Month‑to‑month changes averaged $7.78, with the largest swing occurring from April to May (+$21.85). By contrast, the global benchmark moved a more measured $3.22 on average, with its largest month‑over‑month change at $6.97 (February to March).
The Real Estate pattern showed a soft first quarter, culminating in March’s annual low. A brief surge in May produced the year’s high, then gave way to a slower fade through late summer and early autumn. The late‑period rhythm was notably soft: the August–October average landed at $21.42, near the bottom of the annual range. This contrasts with the broader market’s familiar late‑Q3 rise; globally, CPL built steadily to a September peak before easing in October.
Relative to the all‑industry global benchmark, Real Estate CPL ran consistently below market—except in May, when it matched and slightly exceeded the global figure ($40.73 vs. $40.68). The gap was modest in January (−10%) and November (−16%) but widened meaningfully in late Q3–Q4: August sat 45% below, September 56% below, and October 59% below the benchmark. On average, Real Estate CPL was 35% lower than global levels across the year. Directionally, the two series diverged: the global benchmark rose about 8% from November to October, while Real Estate declined 47%. Peak‑to‑trough amplitude underscored that difference—Real Estate swung 132% from March to May, compared with a 45% trough‑to‑peak climb globally from March to September.
In summary, Facebook Ads benchmarks show Real Estate CPL globally averaged $26.79, undercutting the $40.90 all‑industry norm, with a brief May spike and a softer late‑year finish. While this report centers on cost per lead, it complements broader Facebook Ads benchmarks that include CPC trends, CPM analysis, CTR performance, and industry ad performance. Understanding cost‑per‑lead dynamics for the Real Estate industry across all countries helps teams evaluate country‑specific ad costs and compare results 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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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.
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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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