Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Global real estate CPCs spent 2025 on a fast climb, finishing the year well above where they started and running slightly richer than the all-industry global benchmark. The pattern was not a straight line: sharp mid-year swings and a notable year-end surge defined the story, with an unusual dip in November before a decisive December peak. 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.
For the Real Estate industry across all countries, median CPC averaged $1.18 in 2025, spanning a wide range from a low of $0.84 in January to a high of $1.57 in December. The year opened soft at $0.84, then lifted through late Q1 to $1.22 in March. A brief reset followed in April ($1.08) before a pronounced spike in May ($1.45). That peak quickly unwound in June ($0.99), the steepest month-over-month decline of the year (−$0.46).
From there, costs oscillated upward: July steadied near $1.09, August rose to $1.33, and September eased to $1.09 again. Q4 brought elevated pricing with volatility: October climbed to $1.37, November fell back to $0.99, and December closed at the annual high of $1.57. Across the year, average monthly volatility measured $0.29—about five times the global benchmark’s $0.06—highlighting how choppy real estate CPC trends were relative to the market.
The rhythm mirrored familiar seasonality but with sharper amplitudes. Q1 was the softest quarter (average ~$1.08), a common trough as post-holiday budgets recalibrate. Q2 turned more expensive (average ~$1.17), driven primarily by May’s premium. Summer held elevated but uneven pricing (Q3 average ~$1.17) with August as the seasonal high. Q4 was the priciest stretch overall (average ~$1.31), though not uniformly so: a high October, an atypical November pullback, and a strong December finish created a sawtooth pattern. The November-to-December jump (+$0.58) was the single largest monthly lift in the series.
Against the all-industry global benchmark (average $1.13), Real Estate’s global CPC averaged about 4–5% higher for the year. The gap, however, shifted month to month. January ran 25% below benchmark, while December stood 49% above it. Real Estate was roughly half the year above market (notably May at +26%, August at +18%, October at +22%, December at +49%) and half below (January −25%, April −5%, June −10%, September −1%, November −25%), with July essentially on par.
Trend-wise, the global benchmark was relatively steady—rising modestly into November ($1.32) before resetting in December ($1.06)—a −6% change from January to December. Real Estate moved in a different cadence: an +87% climb from January to December with larger intra-year swings, indicating more pronounced industry-specific dynamics even when averaged across countries.
In short, Facebook Ads benchmarks for CPC in the Real Estate industry across all countries show a higher-and-choppier year than the global average: a low start, a May spike, a summer plateau, an uneven Q4, and a strong December peak. Understanding these CPC trends and country-agnostic ad costs helps advertisers benchmark real estate industry ad performance against global patterns.
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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