Jan 6, 2026
Google Ads Benchmarks for Real Estate 2025
8.43%
CTR
$2.53
CPC
3.28%
CVR
$100.48
CPL/CPA
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Year-Over-Year Change
Cheap clicks but long consideration cycles hurt conversion
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Real estate enjoys low $2.53 CPC but suffers from 3.28% CVR—reflecting the reality that home buying takes months, not minutes. The $100.48 CPL sounds reasonable until you realize most leads need 6-12 months of nurturing before transacting. Facebook real estate leads cost just $16.61 with 9.53% CVR—dramatically better efficiency. The catch: social leads often need more qualification. Many agents find success using Facebook for lead volume and Google for ready-now buyers.
Test Facebook Lead Ads at $16.61 CPL versus Google's $100.48—6x cost difference. Build email nurture sequences for the 6-12 month consideration cycle. Use remarketing to stay visible during the long decision process. Segment campaigns by buyer intent: 'homes for sale in [city]' converts better than 'real estate market trends.'
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Data Source
WordStream/LocaliQ
Data Year & Month
2025-03
Sample Size
16,446 US campaigns