Google Ads Benchmarks for Real Estate 2025
Real estate: $2.53 CPC (cheap), but 3.28% CVR and $100.48 CPL. Facebook delivers $16.61 leads.
Google Ads · Search
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 8.43% |
| CPC | $2.53 |
| CVR | 3.28% |
| CPL / CPA | $100.48 |
What the numbers mean
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.
Year-over-year change
Cheap clicks but long consideration cycles hurt conversion
How to act on this
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.'
Source: WordStream/LocaliQ · 16,446 US campaigns · 2025-03