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February 2025 - February 2026
Detailed observation of presented data
Real Estate ads across all countries consistently outperformed the global Facebook Ads benchmarks for click-through rate, but with noticeably sharper month-to-month swings. Median CTR averaged 2.75% for Real Estate versus 1.86% globally—about 48% higher—while the category moved from 2.53% in January 2025 to a new high of 3.88% in January 2026 (+53%). The year was punctuated by a late-summer breakout, a November spike, a December cool-off, and a strong New Year rebound.
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.
The period opened at 2.53% CTR in January 2025 and closed at 3.88% in January 2026, with the Real Estate category averaging 2.75% across the 13 months. The low point came in April (2.20%), followed by a steady rebuild through mid-year. August delivered a clear breakout at 3.22%, then CTR reset lower in September (2.41%) before a sustained climb into Q4. November was a standout at 3.76%, briefly cooling in December (2.83%) before surging to the period’s high in January 2026 (3.88%). The overall range—2.20% to 3.88%—spanned 1.68 points.
Movements were dynamic. The largest month-over-month gains were December to January (+1.05 points), October to November (+0.93), and July to August (+0.84). The sharpest pullbacks followed those run-ups: November to December (−0.94) and August to September (−0.81). On average, Real Estate CTR shifted by 0.49 points each month—far more active than the global benchmark’s 0.06-point average swing.
The cadence was measured early, with Q1 2025 averaging 2.47% and Q2 easing to the period’s softest quarter at 2.36%. Late summer brought a spike (August at 3.22%), followed by a normalization in September. Q4 was the strongest stretch at an average 3.14%, driven by a November peak before a typical year-end cool-down in December. Momentum carried into the new year with the highest CTR of the series in January 2026.
While competition often intensifies in Q4, Real Estate CTRs held firm and even elevated through November, suggesting demand and creative resonance outweighed seasonal pressure on engagement during that window.
Against the global median, Real Estate sat above market every month, outperforming by 27–94%. The narrowest gap appeared in July (+27% vs. global), April (+29%), and September (+28%). The widest advantage surfaced in November (+94%) and January 2026 (+86%), with a meaningful premium also in August (+69%).
Directionally, the global benchmark climbed steadily across the year (+23% from January 2025 to January 2026), while Real Estate rose faster and more unevenly (+53%) with bigger amplitude. Volatility underscores the contrast: Real Estate’s average monthly move was roughly eight times the global swing (0.49 vs. 0.06 points). Even so, Real Estate’s quarter-by-quarter averages remained above the market: Q2 at 2.36% vs. 1.75% globally, Q3 at 2.67% vs. 1.89%, and Q4 at 3.14% vs. 2.02%.
Overall, Facebook Ads CTR performance for the Real Estate industry across all countries ran well above the global benchmark, with distinct late-summer and November highs and a strong start to 2026. Understanding Facebook Ads click-through-rate benchmarks for Real Estate across all countries helps teams evaluate category engagement patterns against global trends and month-to-month volatility.
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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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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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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