What these guides cover
These guides cover Facebook, Instagram and Google ads for real estate: what a lead costs, how to stop junk form fills, how to work inside Meta's Housing special ad category, and how to sell new construction, villas and investment property to buyers abroad. They come from campaigns we run for developers, agents and villa projects.
Three things shape almost every real estate account. In the US and Canada, ads for property sales and rentals run under Meta's Housing category, so age, gender and ZIP targeting are off the table and the creative and qualifying questions do the targeting. A cheap form fill is not a buyer, so we judge campaigns by cost per qualified lead and booked viewing, not cost per form. And property is a long decision: most sales come from the second or third touch, which is why retargeting gets its own guide.
For scale: one villa project selling 3 villas at about $150K each got 541 buyer leads in 90 days from Meta ads, and real estate leads on Meta have started from €4.65. Your numbers depend on the market, the offer and the budget. New to this? Start with the lead cost guide, then the qualification guide.
Start here: channels and rules
Facebook ads for real estate agents: a 2026 playbookThe four Facebook ad campaigns every real estate agent should run in 2026: seller leads, buyer leads, listings and retargeting, with setup, creative, follow-up.
Google Ads vs Facebook ads for real estateGoogle Search catches buyers already looking; Meta reaches them earlier and cheaper. How we compare cost, lead quality and targeting limits for real estate ads.
Meta's Housing special ad category: the rules, the copy and what still worksWho must use Meta’s Housing special ad category, what it blocks, how to write Fair Housing-safe ad copy, and the setup that still brings qualified buyer leads.Lead cost and lead quality
How much does a real estate lead cost on Facebook?What a real estate lead really costs on Facebook and Instagram, what drives the price up or down, and how to budget by cost per showing instead of per form.
How to stop getting junk real estate leads from Facebook formsWhy Facebook lead forms bring fake numbers and tire-kickers, and six fixes we use: higher-intent forms, qualifying questions, better offers and fast follow-up.Creative and retargeting
12 real estate ad creative angles to test12 real estate ad creative angles we test on Meta for agents and developers: price-first, rent vs own, walkthroughs, investor numbers and how to test them.
Retargeting for real estate: turning viewers into viewingsHow to set up real estate retargeting on Meta and Google under the Housing category: which warm audiences to build, what to show each stage, how to measure it.New developments, villas and international buyers
Ads for new construction projects: selling homes before they're builtHow to run Meta and Google ads for pre-construction homes: phase-by-phase goals, creative without a finished product, Housing rules and the numbers to track.
Ads for vacation rental and villa salesHow to run Meta and Google ads that sell vacation homes and villas: buyer angles, honest rental income claims, Housing category targeting and lead forms.Advertising property to international investorsHow to run Meta and Google ads that sell property to foreign buyers: choosing the buyer type, legal checks, targeting limits, trust-building creative, leads.How we run real estate ads
Our process, results and FAQ for this niche are on one page: Real estate ads: how we work →
Want a test plan for your business? Book 30 minutes with Nick. You leave with a concrete 7-day ad test, whether you hire us or not.
Book a free call →