Google Display Benchmarks for Real Estate
Real Estate Display: 1.08% CTR (highest), 0.80% CVR. Visual property ads drive attention during consideration.
Updated July 2026.
Data vintage warning: the benchmark figures below trace to WordStream studies from 2018–2019 — the most recent large public study of this channel. Treat them as historical reference points, not current market rates. For context, 2026 vendor-grade aggregates put Display CPC around ~$0.44 (vendor estimate).
Google Ads · Display
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 1.08% |
| CPC | $0.75 |
| CVR | 0.80% |
| CPL / CPA | $74.79 |
What the numbers mean
Real estate achieves Display's highest CTR (1.08%) because visual property ads are inherently compelling—beautiful homes catch attention. But 0.80% CVR shows the consideration gap: people click to dream, not to buy immediately. Real estate Display works for awareness and remarketing during the 6-12 month home buying journey. Properties are visual products that benefit from Display's image-forward format more than most verticals.
Year-over-year change
Highest CTR on Display—visual property ads get attention
How to act on this
Use Display for property showcase campaigns—visual format suits real estate. Focus on remarketing to website visitors throughout their 6-12 month journey. Segment by property type and price range for relevant creative. Track view-through assisted conversions, not just direct Display conversions.
Source: WordStream, 2018–2019 (via Store Growers) — the most recent large public study; historical reference only