Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Meta Ads for a lead-generation business in this space actually involves.
Enquiry volume in real estate is almost meaningless. A campaign generating 200 enquiries and two viewings is worse than one generating 30 enquiries and twelve viewings. The entire job is filtering, and the filter has to live in the funnel rather than in the sales team's inbox.
What I report on: Cost per qualified viewing or site visit, not per enquiry.
Meta's Special Ad Category for housing removes most targeting options in the US and Canada, which reshapes the whole approach. Long sales cycles break default attribution. Lead quality varies enormously by source and needs feeding back.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Meta Ads hub, or see how Google Ads works for Real estate.
Almost always insufficient filtering. Stating price and location clearly in the creative, plus qualifying questions on the form, changes the mix dramatically.
In the US and Canada, housing ads lose most targeting options. If that applies, the strategy shifts almost entirely to creative and offer.
Offline conversion import from your CRM, so the platform learns from closed deals rather than initial enquiries.
Usually individual properties. Specificity filters, and it generates far better quality enquiries.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
Book a free strategy call →Or switch platform: Google Ads. Full index on the sitemap.