Quick answer
Mortgage ads on Meta generally run under the Financial products and services category, and often also under Housing when they reference a home, mortgage insurance, home equity, or appraisal services. Loan officer recruiting ads run under Employment. All three share the same targeting limits, and none permit Lookalike or Special Ad Audiences.
What changed
Financial products and services replaced Credit
In January 2025, Meta replaced its "Credit" special ad category with "Financial products and services." Credit ads, including mortgage loans and long-term financing, are now a subset of that broader category, which also covers banking, investment, and insurance offers. Source: Meta Marketing API documentation.
Housing continues to cover ads for listings for sale or rent, homeowners insurance, mortgage insurance, mortgage loans, housing repairs, home equity, and appraisal services. Because mortgage loans appear in both lists, a mortgage ad can legitimately fall under Housing and Financial products and services at the same time. Source: Jon Loomer, updated March 1, 2025, Special Ad Categories for Meta Ads. When in doubt, select every category that reasonably applies rather than one.
Shared limits
US targeting limits that apply to every special ad category
Fixed age range 18-65+, no gender selection
No ZIP code targeting; 15-mile minimum radius, no location exclusions
No demographic or behavior targeting or exclusions
Interests limited to Meta's approved list
No Lookalike Audiences; Special Ad Audiences discontinued in 2022
What still works: Custom Audiences from first-party data, broad/Advantage+ delivery
Loan officer recruiting ads fall under the Employment special ad category and carry the same targeting limits. See the loan officer recruiting Facebook ads playbook for recruiting-specific guidance.
Title insurance
Where title companies fit
Meta's published category definitions do not name title insurance specifically. If a title company's ad promotes a home, a sale, home financing, or a homeownership service, run it under Housing. This is general information, not legal advice. Meta's ad review makes the final call on which category, if any, applies, so select a category when unsure rather than leaving it blank. See also the Facebook ads for title companies guide and the co-marketing rules for real estate Facebook ads.
Quick reference
Ad type, likely category, and key limits
| Ad type | Likely category | Key limits |
|---|---|---|
| Mortgage rate ad | Financial products and services | No ZIP/age/gender, 15-mile min radius, approved interests only; also triggers Reg Z APR disclosure if an APR or rate is stated. |
| Purchase pre-approval offer | Financial products and services (often also Housing) | Select both categories when the ad also references a home purchase; no Lookalikes or Special Ad Audiences. |
| Refinance/HELOC to past clients | Financial products and services | Custom Audiences from first-party client lists remain available; no exclusions, no gender/age targeting. |
| Co-branded listing + lender ad | Housing and Financial products and services | Apply the most restrictive rule set from both categories; see co-marketing rules. |
| Loan officer recruiting ad | Employment | Same age/gender/ZIP/radius/exclusion limits; approved interests only, no Lookalikes. |
| Title company brand ad | Housing (when tied to a home, sale, or financing) | No named title category exists; Meta's review decides. Housing limits apply when selected. |
Rate-specific ads also carry obligations beyond special ad category targeting: stating an APR or rate can trigger Regulation Z disclosure requirements. See Regulation Z, 12 CFR 1026.24 from the Consumer Financial Protection Bureau.
For the full picture of running compliant mortgage campaigns, start with the mortgage Facebook ads guide for loan officers. Real estate advertisers targeting Housing specifically should also see the Meta Housing Special Ad Category rules for real estate.
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Related guides
Mortgage Facebook Ads Guide for Loan Officers
The pillar guide for compliant mortgage Facebook ad campaigns.
Read nextLoan Officer Recruiting Facebook Ads
A playbook for recruiting under the Employment special ad category.
Read nextMeta Housing Special Ad Category Rules
The Housing-specific rules for real estate advertisers.
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