Mortgage Facebook Ads by City
Modeled cost-per-lead, CPM and CTR estimates plus budget scenarios, city ad examples and pricing for mortgage Meta campaigns across 30 U.S. metros. Every page covers the Housing Special Ad Category and how co-marketing billing is separated.
Want every metro ranked side by side, the formula behind each figure, and the open dataset? Read the Metro Cost Per Lead Report.
Illustrative ad example
Program-led ads tend to read more clearly than brand ads for first-time buyer lending, because the headline answers the exact question buyers are asking: can I get in with little or nothing down. One offer, one program name, one call to action keeps the click intent clean.
Highest CPM market in the U.S. — inventory is competitive year-round, with strong seller-lead intent in spring and fall.
Premium CPMs driven by luxury inventory and high competition. Custom Audiences built from past-closing CRM data with 15-mile-minimum broad delivery consistently outperform interest targeting.
Strong seller-lead market in Q2. Suburb-targeted Lead Generation campaigns frequently undercut state averages.
Growth-market dynamics keep buyer CPLs low relative to state average. Relocation traffic is a meaningful retargeting pool.
Highly fragmented metro — neighborhood-level targeting via Custom Audiences outperforms broad city radius targeting.
Top-performing metro for seller-lead Single Image ads. Custom Audiences built from past-listing CRM data consistently beat broad saved audiences.
High household income drives strong seller-side conversion. Special Ad Category compliance is non-negotiable in this market.
Stable CPMs and strong organic share-rates. Carousel formats showing 3-5 listings outperform single image in this metro.
Luxury and international buyer pools push CPMs above national average. Video creative meaningfully reduces CPL vs static.
Snowbird and relocation traffic create a year-round buyer audience. Q4 produces the strongest seller leads.
Premium CPMs but elite Lead-to-Close rate. Listing-based seller campaigns dominate buyer campaigns here.
Lower CPMs than coastal CA while sharing the same buyer pool — strong arbitrage opportunity for relocation targeting.
Highest median price market in the country. CPLs are higher but commission-per-close justifies premium spend.
Lowest CPL among top-10 metros. Investor-property campaigns produce outsized lead volume.
Tech-driven buyer pool responds strongly to video walkthroughs. Custom Audiences built from first-party CRM data dramatically reduce CPL.
Stable, low-volatility CPL market. Seasonal spread is wide — May/June are 30% cheaper than Jan/Feb.
Inbound relocation drives buyer demand. Custom Audiences from out-of-state IPs outperform local saved audiences.
Coastal premium pricing with strong military-relocation audience. PCS-season campaigns reliably outperform.
Strong organic share rates on lifestyle creative. Mountain-property carousels reduce CPL ~20% vs urban-only ads.
Strong VA-loan buyer pool. Co-branded loan officer campaigns (via partner-paid ads) produce the lowest CPL.
One of the lowest CPL major metros in the country. Lead Generation objective is mandatory — Traffic underperforms here.
Vacation-home and second-home buyer pool is meaningful. Out-of-state Custom Audiences from first-party data outperform local broad saved audiences.
Heavy in-migration market. Relocation-themed creative (cost-of-living comparisons) dramatically beats generic listing ads.
Strong military buyer audience. PCS-cycle campaigns (April-July) produce CPLs ~25% below state average.
Slower velocity market in 2026, but lower competition means CPMs are flat. Seller-listing carousels outperform buyer ads here.
Bay Area out-migration keeps buyer demand steady while CPMs stay well below coastal California. Relocation creative outperforms generic listing ads.
High relocation volume and a large new-construction pipeline. Home-value and price-band creative both pull well across the valley.
Inventory recovered faster than most Sun Belt metros, so seller-side offers and market-report creative draw stronger response than buyer ads.
Steady in-migration with heavy suburban new construction. Builder-incentive creative is a reliable buyer-side angle.
One of the lowest-cost major metros for paid social. Affordable price bands mean lead volume is high and follow-up speed decides results.