Quick answer: Real estate ads are housing ads. On Meta you must select the Housing Special Ad Category, which restricts age, gender and detailed targeting. On Google (US and Canada), you can’t target by age, gender or ZIP code. The best campaigns target sellers with appraisal or valuation offers, not just listings.
Agents make money from listings, so the most valuable lead is a homeowner thinking about selling. Listing ads attract buyers; appraisal and market-report offers attract sellers.
What ads cost for real estate agents
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Real Estate | $3.22 | 3.7% | $102.51 |
| Facebook and Instagram lead ads: Real Estate | $1.57 | 9.53% | $16.61 |
Real Estate has one of the cheapest Facebook lead costs ($16.61 in WordStream’s 2025 data) but one of the most expensive Google lead costs ($102.51, with a 3.70% conversion rate in 2026). That makes Facebook the usual starting point for agents.
Which channel to start with
Channel roles:
- Facebook and Instagram (Housing category) for appraisal offers, market reports and listing videos
- Google Search for “sell my house”, “real estate agent [suburb]”, “property appraisal”
- YouTube for suburb guides and property tours
- Remarketing to past enquirers
Google Ads keywords for real estate agents
Seller intent first.
- “real estate agent [suburb]”, “best agent to sell my house”
- “free property appraisal”, “what is my house worth”, “home valuation”
- “sell my house [city]”, “auction agent”
Negative keywords to add on day one
jobs, real estate course, licence, rent, rental, for rent, commercial lease, salary, Zillow, Rightmove, Domain, realestate.com.au.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
What the landing page needs
- Appraisal form with address and timeframe
- Recent sales and results in that suburb
- Agent profile and reviews
- Market report download
Full list: landing page checklist.
Track the right things
- Appraisal requests
- Listings won by source
- Commission value per campaign
Platform rules that apply to real estate agents
- Meta Housing Special Ad Category: required for real estate ads targeting the US, Canada and Europe (and recommended practice elsewhere). Age is fixed to 18–65+, gender can’t be restricted, minimum location radius applies and detailed targeting is limited.
- Google (US and Canada): housing, employment and consumer-finance ads can’t target by age, gender, parental status, marital status or ZIP code. Set demographics to “Enable” and use city or radius targeting.
- Advertising rules from your real estate regulator (for example on price quoting) also apply.
Common mistakes
- Not selecting the Housing category (ads get rejected or the account restricted)
- Only advertising listings, not seller offers
- Slow follow-up on appraisal leads
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Real Estate average of $16.61 per lead, 40 leads a month is roughly $664 in ad spend before management fees.
Individual agents commonly spend $500 to $2,000 a month on Facebook appraisal campaigns; agencies spend more across Google and Meta.
Frequently asked questions
Do real estate agents have to use the Housing Special Ad Category?
On Meta, yes for housing ads that reach the US, Canada and Europe, and it applies broadly to property listings and real estate services.
What’s the best Facebook ad for real estate agents?
A free appraisal or market report offer aimed at homeowners, with recent local sales as proof.
Why are Google leads more expensive for real estate?
WordStream’s 2026 data shows a low 3.70% conversion rate and $102.51 average cost per lead. Many searchers are early-stage buyers or renters.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- WordStream by LocaliQ: Facebook ads benchmarks 2025 (lead campaigns)
- Meta for Developers: Special Ad Categories (housing, employment, financial products and services)
- Google Ads policy: Restricted targeting in personalized advertising (housing, employment, consumer finance)
Want a second opinion on your real estate ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →