Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Global CPC trends for Real Estate on Facebook showed a year of sharp swings rather than a straight line. Across all countries, Real Estate CPC averaged roughly $1.13, nearly identical to the global all‑industry benchmark at $1.13. But the path was very different: Real Estate oscillated between a May peak near $1.46 and a November low around $0.57, while the global market drifted more gently lower across the year. Seasonal pulses were visible—elevated late in 2024, a Q1 dip, a spring lift—followed by a dramatic late‑2025 slide.
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 CPC began at $1.29 in November 2024, ticked up to $1.34 in December, then fell hard to $0.84 in January 2025. It rebounded through March ($1.18 → $1.22), softened in April ($1.07), and surged to the year’s high in May at $1.46. Mid‑year brought alternating moves—June down to $0.98, July up to $1.09, August up again to $1.32—before September eased to $1.01. October re‑inflated to $1.29, then November 2025 posted the lowest point of the period at $0.57. Over the 13 months, the average sat at $1.13 with a wide range of $0.89 between high and low, underscoring pronounced volatility.
By comparison, the global Facebook Ads benchmarks for CPC declined more smoothly from $1.44 in November 2024 to $1.02 in November 2025, averaging $1.13 with a much tighter range of $0.41. Month‑to‑month movement in Real Estate averaged an absolute $0.30 versus just $0.05 globally—roughly six times more volatile.
Seasonality showed through in familiar contours. Late‑2024 (Nov–Dec) ran elevated for Real Estate (about $1.31 average), then Q1 2025 softened to about $1.08 as engagement costs eased. Spring momentum carried CPCs higher in Q2 (about $1.17), highlighted by May’s high. Q3 stabilized near $1.14 with quick lifts and dips from month to month. Q4 2025 broke pattern: October climbed back to $1.29 before a notable November slide to $0.57, pulling the Q4 average down to roughly $0.93. The global all‑industry benchmark, meanwhile, stepped down gradually from $1.36 in late‑2024 to $1.05 in late‑2025 without the same spikes or troughs.
Across all countries, Real Estate CPCs were near the market average on a full‑period basis but frequently diverged month to month—above market in 7 of 13 months and below in 6. The narrowest gap appeared in mid‑year, when Real Estate hovered within roughly 3–4% of the global level (e.g., February–September). The widest spreads came at the extremes: May’s Real Estate CPC sat about 29% above the global benchmark, while November 2025 ran roughly 45% below. Over the period, Real Estate fell 56% from start to finish, compared with a 29% decline for the global benchmark, illustrating a choppier Real Estate curve against a steadier global descent.
Taken together, these Facebook Ads benchmarks frame Real Estate CPC trends across all countries as average on level but high on movement—punctuated by spring highs and an unusual late‑year drop. Understanding cost‑per‑click dynamics for Real Estate across all countries, and how they compare to the global benchmark, helps clarify country‑specific ad costs within a broader CPC analysis and situates Real Estate within the wider landscape of social ad performance.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. 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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CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
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