See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Across all countries, Real Estate lead costs ran well below the broader market, but with noticeably sharper month-to-month swings. The category opened 2025 with a higher-cost winter, eased into spring, rebounded mid-year, then slid into a deep Q4 trough before a year-end rebound. Against the all‑industry global benchmark, Real Estate’s Cost Per Lead (CPL) was about half the market level on average and markedly more volatile, with November standing out as the absolute low.
“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 $27.80 in January 2025 and ended at $21.87 in January 2026, a 21% decline over the period. The year’s high arrived in February at $29.19; the low landed in November at $13.01. Across the 13 months, CPL averaged $21.83.
The path wasn’t linear. February to March saw a sharp −40% drop (to $17.46), followed by a modest spring lift to $18.27 in April and a stronger rebound into May–July, topping out at $28.11 in July. From there, costs softened: $22.87 in August, a deeper dip to $15.80 in September, a brief October bounce ($23.33), then the steep October-to-November slide (−44%) to the year’s floor. December recovered to $16.16, and January 2026 climbed a further 35% to $21.87—up 68% from November’s low. Monthly volatility averaged $5.69, reflecting larger swings than the market norm.
The category displayed an inverse seasonal rhythm to typical marketplace pressures. The first half (Jan–Jun 2025) averaged $23.78 per lead, while the second half (Jul–Dec) averaged $19.88—about 16% lower. Q4 was the softest stretch: October–December averaged $17.50, despite broader holiday competition that often elevates CPC trends and CPM analysis across industries.
Key inflection points punctuated the arc:
Compared with the global all‑industry benchmark, Real Estate CPL sat well below market throughout. The category averaged $21.83 versus the global $40.99—roughly 47% under. The gap was narrowest in January 2025 (−21% vs. market) and widest in November (−73%). The differential widened notably in late Q3 and Q4: September (−67%), October (−52%), December (−62%).
Trendlines diverged, too. The global benchmark climbed into Q4, peaking at $48.83 in October, then eased to $34.46 in January 2026, finishing about 2% below where it started. Real Estate declined more decisively (−21% from Jan to Jan) and was more volatile: average month-to-month movement was $5.69 for Real Estate versus $3.52 for the global benchmark.
Understanding Facebook Ads benchmarks for Cost Per Lead in the Real Estate industry across all countries highlights how industry ad performance can diverge from market-wide patterns, offering a clear read on country-specific ad costs in aggregate and how CPL trends relate to broader CPC and CPM pressures.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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