Facebook Ads Cost Per Purchase Benchmarks for Real Estate

Introduction

The Real Estate market across all countries posted a dramatic year for cost per purchase (CPP) on Facebook Ads benchmarks—well above the global all‑industry baseline on average, but with outsized swings. CPP started high in November 2024 ($130) and peaked sharply in April 2025 ($220) before collapsing in early summer to record lows ($12–$20) and then rebuilding into Q4 ($90). By contrast, the global benchmark moved within a narrow band around $49. The story is one of elevated costs, punctuated by a mid‑year trough and a late‑year stabilization.

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 in all countries available compared to the global benchmark.

Section 1: The story in the data

Across November 2024–October 2025, Real Estate CPP averaged $111, ranging from a high of $219.88 in April to a low of $12.50 in June—a 17x range. The period opened at $130 (Nov 2024) and closed at $89.75 (Oct 2025), a 31% decline from start to finish.

Key monthly movements highlight the year’s whiplash:

• December edged up (+$1.15), then January surged to $159.76.
• February–March cooled ($144.86 → $124.91), before April spiked to $219.88.
• May corrected to $147.87, then June collapsed to $12.50; July remained unusually low at $19.51.
• August rebounded to $93.40, September softened to $57.82, and October firmed to $89.75.

Volatility was the defining feature. The average absolute month‑over‑month swing for Real Estate was $46.9, far sharper than the global benchmark’s $2.58. In other words, Real Estate CPP moved about 18 times more per month than the broader market.

Section 2: Seasonal and monthly dynamics

The rhythm loosely tracks familiar seasonal pressure: elevated costs through late Q4 and Q1, a spring crescendo, and softer summer. Q4 2024 averaged $131, Q1 2025 rose further to $143, and Q2—pulled in opposite directions by April’s spike and June’s trough—averaged $127. Q3 2025 was the softest quarter at $57, before a tentative Q4 reacceleration in October ($90). The global baseline showed steadier seasonality: a mild lift through Q1 (averaging $52.8), gradual easing into Q3 ($48.9), and a softer October ($43.33).

Section 3: Country vs. Global

Relative to the global benchmark (average $49.33), Real Estate CPP across all countries ran high overall (average $111), about 2.3x the market. From November to April, Real Estate sat roughly 2.4–4.3x above global levels (e.g., April was +326% vs. market). The gap narrowed abruptly mid‑year: June and July fell 74% and 58% below the global benchmark, respectively. The spread then reopened, with August–October returning to +18% to +107% above market.

Trend-wise, the global line ended near where it started (+1.7% from November to October), while Real Estate declined 31% over the same span, with far choppier month‑to‑month movement. At its narrowest, the Real Estate CPP dipped below the global benchmark in June–July; at its widest, April’s CPP was more than quadruple the global level.

Closing

As a snapshot of Facebook Ads benchmarks, Real Estate cost‑per‑purchase across all countries shows elevated average costs, extreme mid‑year volatility, and a late‑year reset—contrasting with a steady global baseline. Understanding CPP trends for Real Estate across all countries available—alongside CPM analysis, CPC trends, and CTR performance—helps marketers gauge country‑specific ad costs and compare industry ad performance to the global benchmark.