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January 2025 - January 2026
Detailed observation of presented data
Real Estate’s Facebook Ads click-through-rate (CTR) across all countries outperformed the global, all-industry benchmark every month of 2025, but with a choppier ride. The year opened solidly, dipped into a spring lull, then surged through late summer and Q4, culminating in a standout November. The result: higher CTRs than the market nearly across the board, paired with markedly greater volatility and pronounced seasonal swings. 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 CTR started 2025 at 2.53% in January and closed at 2.96% in December, a 17% lift across the year. The annual average landed at 2.67%, compared with a 1.84% average for the global, all-industry baseline—about 45% higher. The low point came in April at 2.20%, followed by a steady rebuild through June (2.51%). Momentum then accelerated: an August spike to 3.20%, a brief September giveback (2.40%), and a powerful Q4 climax—October at 2.85%, a peak in November at 3.76%, and a December normalization to 2.96%.
Monthly swings were pronounced. The average absolute month-over-month move for Real Estate was 0.43 points, roughly six times the global benchmark’s 0.07. The range for the year stretched 1.56 points for Real Estate (2.20% to 3.76%), versus 0.46 points for the global data (1.66% to 2.12%). Key inflection points included a spring drop from March to April (−0.28), the August jump (+0.82) and September pullback (−0.80), followed by the October-to-November surge (+0.91).
Seasonality was clear. Q1 averaged 2.47%—steady, if unspectacular—before softening into Q2 at 2.36%, the trough of the year. Q3 rebounded to 2.66%, punctuated by August’s outlier spike, while Q4 was the clear high-water mark at 3.19%. This rhythm—spring softness, late-summer lift, and strong year-end engagement—aligns with broader seasonal patterns where Q4 activity often intensifies and attention pools around major retail and cultural moments. The November peak stands out as the year’s most pronounced engagement moment for Real Estate creatives across all countries.
Against the global benchmark, Real Estate remained above market every month. The premium ranged from a narrow band of roughly 27% in July and September to a striking 94% advantage in November. January sat about 50% above global levels; August rose to 68% above. On trend shape, the global benchmark rose gradually across the year (+26% from January to December), while Real Estate’s path was choppier (−11% March to April, +37% April to August, −25% August to September, then +57% September to November). Even with these swings, Real Estate’s CTR performance consistently cleared the all-industry line across all countries.
Facebook Ads benchmarks for CTR show Real Estate across all countries running materially above global levels, with the strongest engagement clustered in Q4 and a standout November peak. Understanding Facebook Ads click-through-rate benchmarks for the Real Estate industry across all countries helps teams evaluate CTR performance patterns and compare industry ad performance to the global trend.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. Why we use median instead of average 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. 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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CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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