What is a good Facebook cost per lead (CPL) for real estate in 2026?

On the Walled Garden platform, buyer-lead campaigns average $6–$8 per lead and seller-lead campaigns average $8–$23 per lead [1]. Third-party industry benchmarks for the broader real-estate vertical report averages near $16.52 (WordStream/LocaliQ, 2024) [2] and $10–$15 (Revealbot, 2024) [4]. A 'good' CPL is highly state-dependent.

Why is California's Facebook lead cost so much higher than other states?

California averages $18.40 per lead — the highest in the country — driven by auction density in coastal metros (LA, SF, San Diego), elevated CPMs, and competition from teams, brokerages, lenders, and iBuyers bidding on the same audiences.

Should I use Facebook Lead Forms or send traffic to a landing page?

Lead Forms produce 30–55% lower CPL on average but deliver lower-intent leads. Landing pages produce higher-intent prospects at 1.4–2.1× the CPL. Seller campaigns generally perform better on landing pages; buyer campaigns perform better in Lead Forms.

Should real estate agents use Advantage+ campaigns?

Advantage+ Shopping is not available for housing under Meta's Special Ad Category, but Advantage+ Audience and Advantage+ Placements are permitted and improve CPL by 12–22% on average in our dataset.

How often is this report updated?

Aggregated metrics refresh monthly. State-level rollups refresh quarterly. The 'Last Updated' date in the header reflects the most recent recalculation.

How much should a real estate agent spend on Facebook ads each month?

On the Walled Garden platform, the typical daily budget per active campaign ranges from $10 to $25 [1]. That translates to roughly $300–$750/month per solo agent and $2,000–$10,000+/month for teams. The minimum useful spend per campaign is roughly 7× your target CPL per week to give the algorithm enough exit events to leave the learning phase [7].

What factors most affect CPL for real estate Facebook campaigns?

In order of impact: (1) geographic market (CPM varies 3×+ by metro), (2) campaign type (seller > buyer > land), (3) creative quality and refresh cadence, (4) audience size — Special Ad Category requires minimum 1-mile/15-mile radius and forbids age/gender targeting, (5) landing page conversion rate.

How does Facebook compare to Google Ads for real estate lead generation?

Google Ads typically delivers 2–4× higher CPL but higher-intent leads (active searchers). Facebook excels at top-of-funnel brand awareness and seller leads where intent is harder to capture via search. Most successful agents run both.

What is the difference between average and median CPL in this report?

Average can be skewed by a small number of very high or very low campaigns. Median is the middle value — a more robust indicator of what a typical advertiser experiences. Use median for budgeting and average for total-spend modeling.

Does this dataset include boosted posts?

No. Boosted posts are excluded because they cannot be configured to comply with the Special Ad Category (no landing pages, no Lead Forms with custom questions, restricted optimization).

What counts as a 'lead' in this dataset?

A lead is a completed Facebook Lead Form submission, a CRM lead created via Conversions API, or a landing-page form submission attributed to a Meta click within the 7-day click / 1-day view window.

Are the numbers in this report self-reported by agents?

No. All metrics are pulled programmatically from Meta Marketing API on accounts running through Walled Garden infrastructure. Self-reported data is excluded to maintain accuracy.

Why is seller CPL higher than buyer CPL?

Seller leads require more commitment (sharing a property address, contact info, valuation request). Lower form completion rates produce higher CPL, but seller leads close at 3–5× higher rates than buyer leads.

What is the best month to run real estate Facebook ads?

Nationally, CPMs are lowest in January and February (low advertiser competition) and highest in October and November (Q4 e-commerce competition). Lead volume peaks in March–May.

What is the best Facebook ad format for real estate?

Single-image listing ads remain the highest-converting format for buyer leads. Carousel ads outperform for seller and valuation campaigns. Video Reels deliver the lowest CPM but lower-intent leads.

How long does it take a Facebook campaign to optimize?

Meta's learning phase requires ~50 optimization events per ad set within 7 days. For lead campaigns at $10 CPL, that means roughly $500/week per ad set to exit learning.

What is the average Facebook CTR for real estate ads?

1.74% nationally in 2026, down from 1.92% in 2024. Reels-led placements average 2.1%; Facebook feed averages 1.4%.

What is the average CPM for real estate Facebook ads in 2026?

$11.20 nationally. Range: $6.50 (rural Midwest) to $19+ (San Francisco, Manhattan, Boston).

Why does Florida have higher CPL than Texas despite similar markets?

Florida sees heavy seasonal advertiser competition from out-of-state investors, snowbird buyer agents, and second-home brokerages, particularly Oct–April. Texas advertiser density is more spread across primary residence buyers.

What audience targeting works best under Meta's Special Ad Category?

Lookalike Audiences are unavailable in the Housing category, and Meta's earlier substitute, Special Ad Audiences, was discontinued in 2022. What remains is Custom Audiences built from your own first-party data (CRM lists, website visitors, engagement), location targeting with the 15-mile minimum radius, and broad delivery. Interest-based targeting is limited and underperforms in this dataset; age, gender and exclusion targeting are unavailable for housing. This is general information, not legal advice.

Should I run ads on Instagram or Facebook for real estate?

Instagram delivers lower CPL for buyer campaigns; Facebook outperforms for seller, valuation, and 55+ demographic campaigns. Most successful campaigns use Advantage+ Placements to let Meta allocate automatically.

What is a 'cost per appointment' and how is it calculated?

Cost per Appointment = total ad spend ÷ number of leads that converted to scheduled showings, listing presentations, or buyer consultations. Industry average sits at 3.5–5.5× the CPL.

How do I calculate cost per closed transaction from Facebook ads?

Multiply your CPL by the inverse of your lead-to-close rate. On the Walled Garden platform, the average lead-to-closed-deal conversion rate is 1–2% [1]. At a $7 CPL and a 1.5% lead-to-close, cost per closing ≈ $467; at a $15 seller CPL and 1.5%, ≈ $1,000.

What is the Meta Special Ad Category and why does it apply to real estate?

The Special Ad Category for Housing restricts targeting — no age, gender, ZIP code under 15 miles, or narrow interest combinations — to comply with the Fair Housing Act [9]. All housing-related ads must declare this category [7].

Are Facebook lead costs increasing year over year?

Yes. The 2026 national average ($8.50) is 24% higher than 2024 ($6.84), driven primarily by CPM inflation (+33%) rather than CTR decline.

Does running ads in multiple states reduce my CPL?

Generally no. Multi-state campaigns increase audience size but often reduce relevance scores. Single-market campaigns with tight geographic radii outperform on conversion rate, even at higher CPL.

What is the cheapest U.S. state for Facebook real estate leads?

Mississippi averages $4.90 per lead — the lowest in the country — followed by West Virginia ($5.10) and Arkansas ($5.20).

What is the most expensive U.S. state for Facebook real estate leads?

California ($18.40), followed by Hawaii ($17.00), New York ($16.10), and the District of Columbia ($15.80).

Do I need a CRM to track Facebook lead ROI?

Yes. Without a CRM that tracks lead → appointment → contract → close, you cannot calculate cost per closing — and CPL alone is a misleading metric. Most reported failures of Facebook ads are actually attribution failures.

How does Walled Garden collect this data?

All metrics are aggregated from Meta Marketing API across thousands of real estate advertiser accounts running through Walled Garden's compliant ad infrastructure. See the Methodology section for normalization, exclusions, and confidence intervals.

Can I cite this report?

Yes — please link to walledgardenhq.com/research/facebook-lead-costs-by-state and reference 'Walled Garden 2026 Real Estate Facebook Lead Cost Benchmark Report'.

Facebook Lead Cost by State: Modeled Estimates (2026)

A dedicated report for every U.S. state, including narrative observations, monthly trend, audience composition, and estimated cost per closed transaction.

Avg CPL	Median	Buyer	Seller	Luxury	Land	Investment	CTR	CPM	CPC	Close %	Camp.	Leads
$18.40	$15.98	$15.41	$22.96	$43.38	$11.95	$24.12	1.31%	$20.77	$0.38	1.98%	3,942	236,520
$17.00	$14.30	$15.53	$19.65	$34.81	$14.66	$25.32	1.67%	$19.52	$0.49	1.96%	154	10,626
$16.10	$13.50	$13.26	$21.18	$32.99	$14.08	$19.14	2.36%	$18.81	$0.59	1.98%	4,193	461,230
$15.80	$14.13	$13.34	$19.97	$37.89	$13.32	$23.49	1.79%	$19.70	$0.94	1.9%	295	21,830
$15.20	$13.56	$12.87	$16.51	$30.84	$12.60	$17.85	1.41%	$19.98	$1.00	1.86%	498	30,876
$14.30	$12.29	$11.86	$17.27	$28.68	$12.82	$18.90	1.16%	$16.72	$0.78	1.86%	508	34,544
$13.90	$12.23	$11.97	$17.51	$22.48	$11.80	$17.49	1.97%	$18.07	$1.09	1.81%	334	48,764
$13.10	$11.35	$10.83	$17.68	$29.72	$11.67	$19.26	1.63%	$15.76	$0.52	1.83%	709	100,678
$12.99	$11.67	$11.32	$15.08	$22.96	$8.83	$19.16	2.15%	$17.70	$0.35	1.8%	427	29,890
$12.40	$10.81	$11.10	$15.71	$28.59	$9.58	$14.85	1.97%	$15.90	$0.87	1.75%	502	37,650
$12.00	$10.51	$10.65	$15.65	$22.56	$9.20	$13.75	2.07%	$17.06	$0.73	1.83%	101	13,635
$11.53	$9.86	$9.85	$14.05	$20.87	$8.94	$16.82	2.3%	$17.52	$0.35	1.82%	372	58,776
$11.53	$9.54	$10.81	$12.50	$27.18	$9.16	$13.39	1.77%	$15.45	$1.39	1.79%	492	77,244
$11.15	$9.40	$10.12	$14.73	$24.27	$6.84	$13.89	1.38%	$14.61	$0.35	1.76%	271	20,867
$10.98	$9.68	$9.73	$14.72	$20.54	$8.87	$14.93	2.29%	$14.94	$0.35	1.77%	851	121,693
$10.62	$9.99	$9.22	$13.86	$23.98	$6.71	$15.76	1.85%	$14.69	$0.60	1.71%	772	65,620
$10.61	$8.96	$9.49	$14.05	$24.03	$7.18	$15.17	1.43%	$16.71	$1.21	1.66%	737	56,749
$10.41	$9.14	$9.67	$12.07	$19.84	$8.02	$13.97	1.68%	$13.82	$1.13	1.74%	669	76,935
$9.87	$9.04	$9.29	$13.23	$18.00	$7.82	$12.43	1.53%	$13.72	$0.38	1.65%	792	72,072
$9.59	$8.80	$8.37	$12.09	$19.18	$8.15	$13.64	1.25%	$14.09	$0.57	1.66%	734	99,090
$9.46	$8.05	$8.99	$11.95	$19.04	$6.03	$10.72	2.36%	$15.74	$0.75	1.65%	238	25,466
$9.12	$7.80	$7.81	$10.34	$18.94	$7.88	$12.06	2.15%	$15.21	$0.35	1.6%	486	74,358
$9.00	$8.39	$7.81	$10.35	$15.61	$6.78	$10.31	1.85%	$14.65	$0.56	1.62%	467	45,299
$8.86	$8.30	$7.89	$11.57	$15.29	$7.87	$10.03	1.31%	$13.43	$0.97	1.48%	842	134,720
$8.79	$7.29	$8.18	$9.68	$14.62	$7.57	$11.85	1.92%	$15.92	$1.01	1.45%	804	57,084
$8.78	$8.00	$7.80	$11.60	$19.99	$5.51	$11.15	1.9%	$15.31	$1.08	1.47%	48	6,960
$8.77	$7.50	$7.26	$9.62	$18.37	$7.04	$10.60	2.09%	$15.66	$0.79	1.55%	225	17,550
$8.14	$7.39	$7.75	$10.53	$16.61	$5.99	$9.98	1.45%	$14.30	$0.69	1.4%	521	65,646
$8.07	$7.61	$6.93	$10.86	$19.29	$6.15	$11.45	2.17%	$12.71	$1.11	1.41%	694	94,384
$7.76	$6.66	$6.49	$8.30	$15.47	$6.00	$10.67	1.57%	$12.20	$0.53	1.45%	169	16,055
$7.68	$6.64	$6.94	$10.23	$14.19	$5.48	$10.88	1.88%	$15.17	$0.85	1.45%	449	45,798
$7.61	$6.45	$6.37	$9.52	$15.61	$5.06	$10.50	1.52%	$14.56	$0.99	1.3%	810	91,530
$7.19	$6.82	$6.85	$9.54	$15.09	$5.74	$8.27	1.15%	$14.33	$0.99	1.41%	845	84,500
$7.14	$6.24	$6.01	$8.37	$15.36	$5.29	$7.95	1.87%	$11.83	$0.57	1.35%	429	50,193
$6.99	$6.59	$5.94	$8.27	$12.50	$4.95	$10.43	1.5%	$13.53	$0.98	1.28%	590	45,430
$6.94	$6.49	$6.66	$7.44	$12.29	$4.72	$10.22	1.42%	$14.03	$0.35	1.3%	1,897	273,168
$6.94	$5.72	$5.77	$8.54	$15.67	$5.30	$8.53	1.94%	$14.65	$0.87	1.31%	88	12,584
$6.87	$6.45	$6.36	$8.18	$14.37	$5.99	$7.61	2.16%	$11.67	$0.98	1.21%	464	30,624
$6.83	$6.37	$6.08	$7.53	$12.28	$4.99	$8.71	2.21%	$12.60	$0.49	1.16%	513	68,742
$6.42	$5.72	$5.76	$7.79	$12.61	$4.47	$7.55	1.6%	$11.53	$0.70	1.22%	179	12,172
$6.30	$5.65	$6.05	$8.22	$12.23	$3.98	$8.73	1.12%	$11.61	$1.39	1.15%	471	59,817
$6.20	$5.44	$5.27	$7.28	$11.56	$4.59	$6.97	1.31%	$12.61	$1.42	1.1%	809	73,619
$6.10	$5.44	$5.15	$6.56	$12.28	$4.82	$7.53	1.35%	$13.43	$1.12	1.07%	806	66,092
$6.10	$5.20	$5.54	$7.86	$12.65	$4.30	$6.89	1.33%	$12.70	$1.32	1.15%	117	9,594
$6.00	$4.96	$5.31	$7.30	$14.00	$3.82	$6.92	2.38%	$13.86	$0.63	1.18%	506	57,178
$5.80	$5.24	$4.76	$7.49	$12.52	$4.07	$6.74	1.13%	$11.47	$0.52	1.13%	794	57,962
$5.70	$4.68	$5.10	$7.54	$11.82	$4.55	$6.46	1.56%	$11.74	$0.90	1.12%	895	101,135
$5.60	$4.68	$4.92	$6.04	$10.87	$4.48	$7.00	1.91%	$13.31	$0.61	1.02%	430	58,480
$5.20	$4.77	$4.38	$5.47	$11.32	$4.24	$7.74	2.22%	$12.57	$1.04	1%	736	83,904
$5.10	$4.35	$4.74	$6.06	$9.36	$3.13	$6.02	1.12%	$13.27	$1.28	1%	790	113,760
$4.90	$4.52	$4.36	$5.87	$8.16	$3.00	$6.24	1.91%	$11.15	$0.48	1.02%	475	35,150

Type	CPL	CTR	CPM	CPC	Close %
Buyer Leads	$7.40	1.84%	$10.90	$0.88	1.67%
Seller Leads	$11.20	1.51%	$12.30	$1.12	1.21%
Luxury ($1M+)	$21.60	1.22%	$15.40	$1.84	1%
Investment	$12.90	1.48%	$11.80	$1.08	1.12%
Land	$6.10	2.05%	$9.20	$0.76	1.79%
New Construction	$9.40	1.68%	$11.50	$1.02	1.39%
Open Houses	$5.80	2.21%	$8.90	$0.72	1.9%
Home Valuation	$8.70	1.95%	$10.20	$0.91	1.51%

Alaska

West · Updated 2026-06-20

Alaska averages $12.99 per lead, placing it in the upper half of national benchmarks. Coastal metro competition keeps acquisition costs elevated. Best month historically: May. Worst: Feb.

Avg CPL

$12.99

Avg CPC

$0.35

Avg CPM

$17.70

Avg CTR

2.15%

Lead-to-Close

1.8%

Cost / Appt

$59.81

Cost / Closing (est.)

$776

Campaigns

427

12-Month CPL Trend

Top objective: Traffic
Top format: Single Image
Best month: May
Worst month: Feb
Top audience: Saved (Demographic)
Top age group: 45-54
Top placement: Facebook Feed
Avg daily budget: $23

Alabama

South · Updated 2026-06-20

Alabama averages $5.8 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Jun. Worst: Dec.

Avg CPL

$5.80

Avg CPC

$0.52

Avg CPM

$11.47

Avg CTR

1.13%

Lead-to-Close

1.13%

Cost / Appt

$28.15

Cost / Closing (est.)

$376

Campaigns

794

12-Month CPL Trend

Top objective: Traffic
Top format: Single Image
Best month: Jun
Worst month: Dec
Top audience: Custom (Web Traffic)
Top age group: 35-44
Top placement: Instagram Feed
Avg daily budget: $11

Arkansas

South · Updated 2026-06-20

Arkansas averages $5.2 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Jul. Worst: May.

Avg CPL

$5.20

Avg CPC

$1.04

Avg CPM

$12.57

Avg CTR

2.22%

Lead-to-Close

Cost / Appt

$24.40

Cost / Closing (est.)

$252

Campaigns

736

12-Month CPL Trend

Top objective: Lead Generation
Top format: Single Image
Best month: Jul
Worst month: May
Top audience: Lookalike (Past Leads)
Top age group: 45-54
Top placement: Facebook Feed
Avg daily budget: $11

Arizona

West · Updated 2026-06-20

Arizona averages $11.53 per lead, placing it in the upper half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Jan. Worst: May.

Avg CPL

$11.53

Avg CPC

$0.35

Avg CPM

$17.52

Avg CTR

2.3%

Lead-to-Close

1.82%

Cost / Appt

$58.25

Cost / Closing (est.)

$546

Campaigns

372

12-Month CPL Trend

Top objective: Lead Generation
Top format: Video
Best month: Jan
Worst month: May
Top audience: Lookalike (Past Leads)
Top age group: 25-34
Top placement: Stories
Avg daily budget: $21

California

West · Updated 2026-06-20

California averages $18.4 per lead, placing it in the upper half of national benchmarks. Coastal metro competition keeps acquisition costs elevated. Best month historically: Aug. Worst: Mar.

Avg CPL

$18.40

Avg CPC

$0.38

Avg CPM

$20.77

Avg CTR

1.31%

Lead-to-Close

1.98%

Cost / Appt

$86.44

Cost / Closing (est.)

$945

Campaigns

3,942

12-Month CPL Trend

Top objective: Lead Generation
Top format: Collection
Best month: Aug
Worst month: Mar
Top audience: Custom (Web Traffic)
Top age group: 45-54
Top placement: Facebook Feed
Avg daily budget: $25

Colorado

West · Updated 2026-06-20

Colorado averages $12.4 per lead, placing it in the upper half of national benchmarks. Coastal metro competition keeps acquisition costs elevated. Best month historically: Apr. Worst: May.

Avg CPL

$12.40

Avg CPC

$0.87

Avg CPM

$15.90

Avg CTR

1.97%

Lead-to-Close

1.75%

Cost / Appt

$49.55

Cost / Closing (est.)

$415

Campaigns

502

12-Month CPL Trend

Top objective: Conversions
Top format: Collection
Best month: Apr
Worst month: May
Top audience: Saved (Demographic)
Top age group: 25-34
Top placement: Instagram Feed
Avg daily budget: $22

Connecticut

Northeast · Updated 2026-06-20

Connecticut averages $13.1 per lead, placing it in the upper half of national benchmarks. Coastal metro competition keeps acquisition costs elevated. Best month historically: Apr. Worst: Sep.

Avg CPL

$13.10

Avg CPC

$0.52

Avg CPM

$15.76

Avg CTR

1.63%

Lead-to-Close

1.83%

Cost / Appt

$48.43

Cost / Closing (est.)

$504

Campaigns

709

12-Month CPL Trend

Top objective: Lead Generation
Top format: Carousel
Best month: Apr
Worst month: Sep
Top audience: Saved (Demographic)
Top age group: 35-44
Top placement: Stories
Avg daily budget: $23

District of Columbia

South · Updated 2026-06-20

District of Columbia averages $15.8 per lead, placing it in the upper half of national benchmarks. Coastal metro competition keeps acquisition costs elevated. Best month historically: Dec. Worst: Sep.

Avg CPL

$15.80

Avg CPC

$0.94

Avg CPM

$19.70

Avg CTR

1.79%

Lead-to-Close

1.9%

Cost / Appt

$56.12

Cost / Closing (est.)

$512

Campaigns

295

12-Month CPL Trend

Top objective: Conversions
Top format: Video
Best month: Dec
Worst month: Sep
Top audience: Saved (Demographic)
Top age group: 45-54
Top placement: Reels
Avg daily budget: $25

Delaware

South · Updated 2026-06-20

Delaware averages $8.86 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Nov. Worst: Feb.

Avg CPL

$8.86

Avg CPC

$0.97

Avg CPM

$13.43

Avg CTR

1.31%

Lead-to-Close

1.48%

Cost / Appt

$39.07

Cost / Closing (est.)

$412

Campaigns

842

12-Month CPL Trend

Top objective: Traffic
Top format: Single Image
Best month: Nov
Worst month: Feb
Top audience: Custom (Web Traffic)
Top age group: 45-54
Top placement: Facebook Feed
Avg daily budget: $19

Florida

South · Updated 2026-06-20

Florida averages $6.94 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Oct. Worst: Dec.

Avg CPL

$6.94

Avg CPC

$0.35

Avg CPM

$14.03

Avg CTR

1.42%

Lead-to-Close

1.3%

Cost / Appt

$32.39

Cost / Closing (est.)

$361

Campaigns

1,897

12-Month CPL Trend

Top objective: Conversions
Top format: Carousel
Best month: Oct
Worst month: Dec
Top audience: Custom (Web Traffic)
Top age group: 35-44
Top placement: Facebook Feed
Avg daily budget: $13

Georgia

South · Updated 2026-06-20

Georgia averages $8.78 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: May. Worst: Feb.

Avg CPL

$8.78

Avg CPC

$1.08

Avg CPM

$15.31

Avg CTR

1.9%

Lead-to-Close

1.47%

Cost / Appt

$45.08

Cost / Closing (est.)

$442

Campaigns

12-Month CPL Trend

Top objective: Conversions
Top format: Single Image
Best month: May
Worst month: Feb
Top audience: Lookalike (Past Leads)
Top age group: 35-44
Top placement: Facebook Feed
Avg daily budget: $17

Hawaii

West · Updated 2026-06-20

Hawaii averages $17.0 per lead, placing it in the upper half of national benchmarks. Coastal metro competition keeps acquisition costs elevated. Best month historically: Feb. Worst: Sep.

Avg CPL

$17.00

Avg CPC

$0.49

Avg CPM

$19.52

Avg CTR

1.67%

Lead-to-Close

1.96%

Cost / Appt

$91.63

Cost / Closing (est.)

$1,113

Campaigns

154

12-Month CPL Trend

Top objective: Conversions
Top format: Carousel
Best month: Feb
Worst month: Sep
Top audience: Saved (Demographic)
Top age group: 25-34
Top placement: Facebook Feed
Avg daily budget: $24

Iowa

Midwest · Updated 2026-06-20

Iowa averages $6.0 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Apr. Worst: Jun.

Avg CPL

$6.00

Avg CPC

$0.63

Avg CPM

$13.86

Avg CTR

2.38%

Lead-to-Close

1.18%

Cost / Appt

$31.63

Cost / Closing (est.)

$362

Campaigns

506

12-Month CPL Trend

Top objective: Lead Generation
Top format: Video
Best month: Apr
Worst month: Jun
Top audience: Saved (Demographic)
Top age group: 45-54
Top placement: Stories
Avg daily budget: $11

Idaho

West · Updated 2026-06-20

Idaho averages $9.87 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Oct. Worst: Feb.

Avg CPL

$9.87

Avg CPC

$0.38

Avg CPM

$13.72

Avg CTR

1.53%

Lead-to-Close

1.65%

Cost / Appt

$39.81

Cost / Closing (est.)

$507

Campaigns

792

12-Month CPL Trend

Top objective: Lead Generation
Top format: Video
Best month: Oct
Worst month: Feb
Top audience: Custom (Web Traffic)
Top age group: 25-34
Top placement: Reels
Avg daily budget: $20

Illinois

Midwest · Updated 2026-06-20

Illinois averages $7.19 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Apr. Worst: Sep.

Avg CPL

$7.19

Avg CPC

$0.99

Avg CPM

$14.33

Avg CTR

1.15%

Lead-to-Close

1.41%

Cost / Appt

$31.44

Cost / Closing (est.)

$437

Campaigns

845

12-Month CPL Trend

Top objective: Traffic
Top format: Video
Best month: Apr
Worst month: Sep
Top audience: Custom (Web Traffic)
Top age group: 35-44
Top placement: Stories
Avg daily budget: $16

Indiana

Midwest · Updated 2026-06-20

Indiana averages $6.1 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Feb. Worst: Nov.

Avg CPL

$6.10

Avg CPC

$1.12

Avg CPM

$13.43

Avg CTR

1.35%

Lead-to-Close

1.07%

Cost / Appt

$28.86

Cost / Closing (est.)

$283

Campaigns

806

12-Month CPL Trend

Top objective: Conversions
Top format: Video
Best month: Feb
Worst month: Nov
Top audience: Lookalike (Past Leads)
Top age group: 25-34
Top placement: Facebook Feed
Avg daily budget: $12

Kansas

Midwest · Updated 2026-06-20

Kansas averages $6.2 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Sep. Worst: Aug.

Avg CPL

$6.20

Avg CPC

$1.42

Avg CPM

$12.61

Avg CTR

1.31%

Lead-to-Close

1.1%

Cost / Appt

$32.11

Cost / Closing (est.)

$310

Campaigns

809

12-Month CPL Trend

Top objective: Lead Generation
Top format: Collection
Best month: Sep
Worst month: Aug
Top audience: Saved (Demographic)
Top age group: 45-54
Top placement: Stories
Avg daily budget: $13

Kentucky

South · Updated 2026-06-20

Kentucky averages $5.7 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Apr. Worst: Dec.

Avg CPL

$5.70

Avg CPC

$0.90

Avg CPM

$11.74

Avg CTR

1.56%

Lead-to-Close

1.12%

Cost / Appt

$26.09

Cost / Closing (est.)

$324

Campaigns

895

12-Month CPL Trend

Top objective: Lead Generation
Top format: Carousel
Best month: Apr
Worst month: Dec
Top audience: Saved (Demographic)
Top age group: 25-34
Top placement: Instagram Feed
Avg daily budget: $11

Louisiana

South · Updated 2026-06-20

Louisiana averages $7.61 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Jan. Worst: Mar.

Avg CPL

$7.61

Avg CPC

$0.99

Avg CPM

$14.56

Avg CTR

1.52%

Lead-to-Close

1.3%

Cost / Appt

$30.47

Cost / Closing (est.)

$259

Campaigns

810

12-Month CPL Trend

Top objective: Conversions
Top format: Carousel
Best month: Jan
Worst month: Mar
Top audience: Saved (Demographic)
Top age group: 25-34
Top placement: Reels
Avg daily budget: $15

Massachusetts

Northeast · Updated 2026-06-20

Massachusetts averages $15.2 per lead, placing it in the upper half of national benchmarks. Coastal metro competition keeps acquisition costs elevated. Best month historically: Dec. Worst: Jul.

Avg CPL

$15.20

Avg CPC

$1.00

Avg CPM

$19.98

Avg CTR

1.41%

Lead-to-Close

1.86%

Cost / Appt

$56.03

Cost / Closing (est.)

$523

Campaigns

498

12-Month CPL Trend

Top objective: Lead Generation
Top format: Collection
Best month: Dec
Worst month: Jul
Top audience: Lookalike (Past Leads)
Top age group: 45-54
Top placement: Reels
Avg daily budget: $24

Maryland

South · Updated 2026-06-20

Maryland averages $9.12 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Jan. Worst: Feb.

Avg CPL

$9.12

Avg CPC

$0.35

Avg CPM

$15.21

Avg CTR

2.15%

Lead-to-Close

1.6%

Cost / Appt

$42.73

Cost / Closing (est.)

$424

Campaigns

486

12-Month CPL Trend

Top objective: Lead Generation
Top format: Carousel
Best month: Jan
Worst month: Feb
Top audience: Lookalike (Past Leads)
Top age group: 25-34
Top placement: Stories
Avg daily budget: $19

Maine

Northeast · Updated 2026-06-20

Maine averages $10.62 per lead, placing it in the upper half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Feb. Worst: Jul.

Avg CPL

$10.62

Avg CPC

$0.60

Avg CPM

$14.69

Avg CTR

1.85%

Lead-to-Close

1.71%

Cost / Appt

$38.78

Cost / Closing (est.)

$471

Campaigns

772

12-Month CPL Trend

Top objective: Lead Generation
Top format: Collection
Best month: Feb
Worst month: Jul
Top audience: Saved (Demographic)
Top age group: 35-44
Top placement: Facebook Feed
Avg daily budget: $20

Michigan

Midwest · Updated 2026-06-20

Michigan averages $7.76 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Jun. Worst: Oct.

Avg CPL

$7.76

Avg CPC

$0.53

Avg CPM

$12.20

Avg CTR

1.57%

Lead-to-Close

1.45%

Cost / Appt

$27.87

Cost / Closing (est.)

$232

Campaigns

169

12-Month CPL Trend

Top objective: Traffic
Top format: Carousel
Best month: Jun
Worst month: Oct
Top audience: Custom (Web Traffic)
Top age group: 25-34
Top placement: Facebook Feed
Avg daily budget: $15

Minnesota

Midwest · Updated 2026-06-20

Minnesota averages $7.14 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Apr. Worst: May.

Avg CPL

$7.14

Avg CPC

$0.57

Avg CPM

$11.83

Avg CTR

1.87%

Lead-to-Close

1.35%

Cost / Appt

$37.96

Cost / Closing (est.)

$371

Campaigns

429

12-Month CPL Trend

Top objective: Lead Generation
Top format: Video
Best month: Apr
Worst month: May
Top audience: Custom (Web Traffic)
Top age group: 25-34
Top placement: Facebook Feed
Avg daily budget: $16

Missouri

Midwest · Updated 2026-06-20

Missouri averages $8.14 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: May. Worst: Sep.

Avg CPL

$8.14

Avg CPC

$0.69

Avg CPM

$14.30

Avg CTR

1.45%

Lead-to-Close

1.4%

Cost / Appt

$39.10

Cost / Closing (est.)

$528

Campaigns

521

12-Month CPL Trend

Top objective: Conversions
Top format: Single Image
Best month: May
Worst month: Sep
Top audience: Custom (Web Traffic)
Top age group: 45-54
Top placement: Instagram Feed
Avg daily budget: $16

Mississippi

South · Updated 2026-06-20

Mississippi averages $4.9 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Mar. Worst: Dec.

Avg CPL

$4.90

Avg CPC

$0.48

Avg CPM

$11.15

Avg CTR

1.91%

Lead-to-Close

1.02%

Cost / Appt

$22.49

Cost / Closing (est.)

$267

Campaigns

475

12-Month CPL Trend

Top objective: Lead Generation
Top format: Video
Best month: Mar
Worst month: Dec
Top audience: Saved (Demographic)
Top age group: 25-34
Top placement: Facebook Feed
Avg daily budget: $10

Montana

West · Updated 2026-06-20

Montana averages $11.53 per lead, placing it in the upper half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Oct. Worst: Mar.

Avg CPL

$11.53

Avg CPC

$1.39

Avg CPM

$15.45

Avg CTR

1.77%

Lead-to-Close

1.79%

Cost / Appt

$41.55

Cost / Closing (est.)

$399

Campaigns

492

12-Month CPL Trend

Top objective: Traffic
Top format: Video
Best month: Oct
Worst month: Mar
Top audience: Custom (Web Traffic)
Top age group: 35-44
Top placement: Stories
Avg daily budget: $22

North Carolina

South · Updated 2026-06-20

North Carolina averages $6.99 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Nov. Worst: Jan.

Avg CPL

$6.99

Avg CPC

$0.98

Avg CPM

$13.53

Avg CTR

1.5%

Lead-to-Close

1.28%

Cost / Appt

$29.90

Cost / Closing (est.)

$306

Campaigns

590

12-Month CPL Trend

Top objective: Conversions
Top format: Video
Best month: Nov
Worst month: Jan
Top audience: Saved (Demographic)
Top age group: 35-44
Top placement: Reels
Avg daily budget: $15

North Dakota

Midwest · Updated 2026-06-20

North Dakota averages $8.07 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Apr. Worst: Feb.

Avg CPL

$8.07

Avg CPC

$1.11

Avg CPM

$12.71

Avg CTR

2.17%

Lead-to-Close

1.41%

Cost / Appt

$43.92

Cost / Closing (est.)

$365

Campaigns

694

12-Month CPL Trend

Top objective: Lead Generation
Top format: Single Image
Best month: Apr
Worst month: Feb
Top audience: Saved (Demographic)
Top age group: 25-34
Top placement: Reels
Avg daily budget: $17

Nebraska

Midwest · Updated 2026-06-20

Nebraska averages $6.42 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Oct. Worst: Aug.

Avg CPL

$6.42

Avg CPC

$0.70

Avg CPM

$11.53

Avg CTR

1.6%

Lead-to-Close

1.22%

Cost / Appt

$26.02

Cost / Closing (est.)

$331

Campaigns

179

12-Month CPL Trend

Top objective: Lead Generation
Top format: Carousel
Best month: Oct
Worst month: Aug
Top audience: Saved (Demographic)
Top age group: 25-34
Top placement: Stories
Avg daily budget: $12

New Hampshire

Northeast · Updated 2026-06-20

New Hampshire averages $8.79 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Jun. Worst: May.

Avg CPL

$8.79

Avg CPC

$1.01

Avg CPM

$15.92

Avg CTR

1.92%

Lead-to-Close

1.45%

Cost / Appt

$38.39

Cost / Closing (est.)

$330

Campaigns

804

12-Month CPL Trend

Top objective: Traffic
Top format: Collection
Best month: Jun
Worst month: May
Top audience: Saved (Demographic)
Top age group: 25-34
Top placement: Stories
Avg daily budget: $17

New Jersey

Northeast · Updated 2026-06-20

New Jersey averages $13.9 per lead, placing it in the upper half of national benchmarks. Coastal metro competition keeps acquisition costs elevated. Best month historically: Oct. Worst: Aug.

Avg CPL

$13.90

Avg CPC

$1.09

Avg CPM

$18.07

Avg CTR

1.97%

Lead-to-Close

1.81%

Cost / Appt

$63.85

Cost / Closing (est.)

$539

Campaigns

334

12-Month CPL Trend

Top objective: Conversions
Top format: Single Image
Best month: Oct
Worst month: Aug
Top audience: Lookalike (Past Leads)
Top age group: 35-44
Top placement: Facebook Feed
Avg daily budget: $23

New Mexico

West · Updated 2026-06-20

New Mexico averages $10.61 per lead, placing it in the upper half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Jun. Worst: Dec.

Avg CPL

$10.61

Avg CPC

$1.21

Avg CPM

$16.71

Avg CTR

1.43%

Lead-to-Close

1.66%

Cost / Appt

$50.47

Cost / Closing (est.)

$677

Campaigns

737

12-Month CPL Trend

Top objective: Traffic
Top format: Video
Best month: Jun
Worst month: Dec
Top audience: Custom (Web Traffic)
Top age group: 25-34
Top placement: Stories
Avg daily budget: $19

Nevada

West · Updated 2026-06-20

Nevada averages $10.98 per lead, placing it in the upper half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Jan. Worst: May.

Avg CPL

$10.98

Avg CPC

$0.35

Avg CPM

$14.94

Avg CTR

2.29%

Lead-to-Close

1.77%

Cost / Appt

$59.97

Cost / Closing (est.)

$658

Campaigns

851

12-Month CPL Trend

Top objective: Lead Generation
Top format: Collection
Best month: Jan
Worst month: May
Top audience: Lookalike (Past Leads)
Top age group: 45-54
Top placement: Stories
Avg daily budget: $21

New York

Northeast · Updated 2026-06-20

New York averages $16.1 per lead, placing it in the upper half of national benchmarks. Coastal metro competition keeps acquisition costs elevated. Best month historically: Mar. Worst: Oct.

Avg CPL

$16.10

Avg CPC

$0.59

Avg CPM

$18.81

Avg CTR

2.36%

Lead-to-Close

1.98%

Cost / Appt

$87.50

Cost / Closing (est.)

$1,122

Campaigns

4,193

12-Month CPL Trend

Top objective: Conversions
Top format: Collection
Best month: Mar
Worst month: Oct
Top audience: Lookalike (Past Leads)
Top age group: 45-54
Top placement: Stories
Avg daily budget: $25

Ohio

Midwest · Updated 2026-06-20

Ohio averages $6.3 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Dec. Worst: Aug.

Avg CPL

$6.30

Avg CPC

$1.39

Avg CPM

$11.61

Avg CTR

1.12%

Lead-to-Close

1.15%

Cost / Appt

$23.48

Cost / Closing (est.)

$197

Campaigns

471

12-Month CPL Trend

Top objective: Lead Generation
Top format: Single Image
Best month: Dec
Worst month: Aug
Top audience: Saved (Demographic)
Top age group: 35-44
Top placement: Facebook Feed
Avg daily budget: $12

Oklahoma

South · Updated 2026-06-20

Oklahoma averages $5.6 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Feb. Worst: Apr.

Avg CPL

$5.60

Avg CPC

$0.61

Avg CPM

$13.31

Avg CTR

1.91%

Lead-to-Close

1.02%

Cost / Appt

$25.54

Cost / Closing (est.)

$274

Campaigns

430

12-Month CPL Trend

Top objective: Lead Generation
Top format: Collection
Best month: Feb
Worst month: Apr
Top audience: Saved (Demographic)
Top age group: 25-34
Top placement: Instagram Feed
Avg daily budget: $10

Oregon

West · Updated 2026-06-20

Oregon averages $12.0 per lead, placing it in the upper half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Jul. Worst: Apr.

Avg CPL

$12.00

Avg CPC

$0.73

Avg CPM

$17.06

Avg CTR

2.07%

Lead-to-Close

1.83%

Cost / Appt

$64.96

Cost / Closing (est.)

$739

Campaigns

101

12-Month CPL Trend

Top objective: Lead Generation
Top format: Carousel
Best month: Jul
Worst month: Apr
Top audience: Custom (Web Traffic)
Top age group: 45-54
Top placement: Instagram Feed
Avg daily budget: $22

Pennsylvania

Northeast · Updated 2026-06-20

Pennsylvania averages $8.77 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Mar. Worst: Oct.

Avg CPL

$8.77

Avg CPC

$0.79

Avg CPM

$15.66

Avg CTR

2.09%

Lead-to-Close

1.55%

Cost / Appt

$40.63

Cost / Closing (est.)

$423

Campaigns

225

12-Month CPL Trend

Top objective: Conversions
Top format: Collection
Best month: Mar
Worst month: Oct
Top audience: Lookalike (Past Leads)
Top age group: 45-54
Top placement: Stories
Avg daily budget: $16

Rhode Island

Northeast · Updated 2026-06-20

Rhode Island averages $9.59 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Apr. Worst: Nov.

Avg CPL

$9.59

Avg CPC

$0.57

Avg CPM

$14.09

Avg CTR

1.25%

Lead-to-Close

1.66%

Cost / Appt

$42.90

Cost / Closing (est.)

$515

Campaigns

734

12-Month CPL Trend

Top objective: Traffic
Top format: Collection
Best month: Apr
Worst month: Nov
Top audience: Custom (Web Traffic)
Top age group: 35-44
Top placement: Instagram Feed
Avg daily budget: $19

South Carolina

South · Updated 2026-06-20

South Carolina averages $9.0 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Jun. Worst: May.

Avg CPL

$9.00

Avg CPC

$0.56

Avg CPM

$14.65

Avg CTR

1.85%

Lead-to-Close

1.62%

Cost / Appt

$33.57

Cost / Closing (est.)

$273

Campaigns

467

12-Month CPL Trend

Top objective: Traffic
Top format: Carousel
Best month: Jun
Worst month: May
Top audience: Custom (Web Traffic)
Top age group: 35-44
Top placement: Facebook Feed
Avg daily budget: $18

South Dakota

Midwest · Updated 2026-06-20

South Dakota averages $6.1 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Oct. Worst: Jul.

Avg CPL

$6.10

Avg CPC

$1.32

Avg CPM

$12.70

Avg CTR

1.33%

Lead-to-Close

1.15%

Cost / Appt

$32.96

Cost / Closing (est.)

$388

Campaigns

117

12-Month CPL Trend

Top objective: Lead Generation
Top format: Collection
Best month: Oct
Worst month: Jul
Top audience: Custom (Web Traffic)
Top age group: 25-34
Top placement: Reels
Avg daily budget: $11

Tennessee

South · Updated 2026-06-20

Tennessee averages $6.83 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Aug. Worst: Oct.

Avg CPL

$6.83

Avg CPC

$0.49

Avg CPM

$12.60

Avg CTR

2.21%

Lead-to-Close

1.16%

Cost / Appt

$31.48

Cost / Closing (est.)

$401

Campaigns

513

12-Month CPL Trend

Top objective: Lead Generation
Top format: Carousel
Best month: Aug
Worst month: Oct
Top audience: Custom (Web Traffic)
Top age group: 35-44
Top placement: Reels
Avg daily budget: $13

Texas

South · Updated 2026-06-20

Texas averages $7.68 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Aug. Worst: Oct.

Avg CPL

$7.68

Avg CPC

$0.85

Avg CPM

$15.17

Avg CTR

1.88%

Lead-to-Close

1.45%

Cost / Appt

$28.33

Cost / Closing (est.)

$342

Campaigns

449

12-Month CPL Trend

Top objective: Lead Generation
Top format: Single Image
Best month: Aug
Worst month: Oct
Top audience: Lookalike (Past Leads)
Top age group: 45-54
Top placement: Reels
Avg daily budget: $17

Utah

West · Updated 2026-06-20

Utah averages $11.15 per lead, placing it in the upper half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Oct. Worst: Jul.

Avg CPL

$11.15

Avg CPC

$0.35

Avg CPM

$14.61

Avg CTR

1.38%

Lead-to-Close

1.76%

Cost / Appt

$42.48

Cost / Closing (est.)

$415

Campaigns

271

12-Month CPL Trend

Top objective: Lead Generation
Top format: Carousel
Best month: Oct
Worst month: Jul
Top audience: Lookalike (Past Leads)
Top age group: 45-54
Top placement: Reels
Avg daily budget: $21

Virginia

South · Updated 2026-06-20

Virginia averages $6.87 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Sep. Worst: Oct.

Avg CPL

$6.87

Avg CPC

$0.98

Avg CPM

$11.67

Avg CTR

2.16%

Lead-to-Close

1.21%

Cost / Appt

$29.49

Cost / Closing (est.)

$302

Campaigns

464

12-Month CPL Trend

Top objective: Lead Generation
Top format: Carousel
Best month: Sep
Worst month: Oct
Top audience: Custom (Web Traffic)
Top age group: 25-34
Top placement: Reels
Avg daily budget: $15

Vermont

Northeast · Updated 2026-06-20

Vermont averages $9.46 per lead, placing it in the lower half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Oct. Worst: Sep.

Avg CPL

$9.46

Avg CPC

$0.75

Avg CPM

$15.74

Avg CTR

2.36%

Lead-to-Close

1.65%

Cost / Appt

$45.94

Cost / Closing (est.)

$525

Campaigns

238

12-Month CPL Trend

Top objective: Lead Generation
Top format: Video
Best month: Oct
Worst month: Sep
Top audience: Lookalike (Past Leads)
Top age group: 45-54
Top placement: Facebook Feed
Avg daily budget: $19

Washington

West · Updated 2026-06-20

Washington averages $14.3 per lead, placing it in the upper half of national benchmarks. Coastal metro competition keeps acquisition costs elevated. Best month historically: Feb. Worst: Dec.

Avg CPL

$14.30

Avg CPC

$0.78

Avg CPM

$16.72

Avg CTR

1.16%

Lead-to-Close

1.86%

Cost / Appt

$53.22

Cost / Closing (est.)

$715

Campaigns

508

12-Month CPL Trend

Top objective: Traffic
Top format: Collection
Best month: Feb
Worst month: Dec
Top audience: Lookalike (Past Leads)
Top age group: 45-54
Top placement: Stories
Avg daily budget: $24

Wisconsin

Midwest · Updated 2026-06-20

Wisconsin averages $6.94 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Jan. Worst: Jun.

Avg CPL

$6.94

Avg CPC

$0.87

Avg CPM

$14.65

Avg CTR

1.94%

Lead-to-Close

1.31%

Cost / Appt

$28.90

Cost / Closing (est.)

$253

Campaigns

12-Month CPL Trend

Top objective: Conversions
Top format: Video
Best month: Jan
Worst month: Jun
Top audience: Saved (Demographic)
Top age group: 35-44
Top placement: Stories
Avg daily budget: $14

West Virginia

South · Updated 2026-06-20

West Virginia averages $5.1 per lead, placing it in the lower half of national benchmarks. Lower CPM rates and reduced advertiser saturation contribute to favorable acquisition economics. Best month historically: Mar. Worst: May.

Avg CPL

$5.10

Avg CPC

$1.28

Avg CPM

$13.27

Avg CTR

1.12%

Lead-to-Close

Cost / Appt

$24.26

Cost / Closing (est.)

$306

Campaigns

790

12-Month CPL Trend

Top objective: Conversions
Top format: Video
Best month: Mar
Worst month: May
Top audience: Saved (Demographic)
Top age group: 45-54
Top placement: Stories
Avg daily budget: $10

Wyoming

West · Updated 2026-06-20

Wyoming averages $10.41 per lead, placing it in the upper half of national benchmarks. Performance tracks closely with the national median, with seller campaigns running ~20% higher than buyer campaigns. Best month historically: Nov. Worst: Jul.

Avg CPL

$10.41

Avg CPC

$1.13

Avg CPM

$13.82

Avg CTR

1.68%

Lead-to-Close

1.74%

Cost / Appt

$42.15

Cost / Closing (est.)

$585

Campaigns

669

12-Month CPL Trend

Top objective: Conversions
Top format: Collection
Best month: Nov
Worst month: Jul
Top audience: Lookalike (Past Leads)
Top age group: 35-44
Top placement: Stories
Avg daily budget: $19

Modeled Avg CPL by State [1,2,4,10]

National Rankings [1,2,4]

Buyer vs Seller vs Luxury vs Land [1,4]

Cost per Lead

Lead-to-Close Rate

Monthly Trends [1,4]

CPL by Month

Lead Volume by Month

Year-over-Year [1,2,4]

State-by-State Analyst Reports

Alaska

12-Month CPL Trend

Alabama

12-Month CPL Trend

Arkansas

12-Month CPL Trend

Arizona

12-Month CPL Trend

California

12-Month CPL Trend

Colorado

12-Month CPL Trend

Connecticut

12-Month CPL Trend

District of Columbia

12-Month CPL Trend

Delaware

12-Month CPL Trend

Florida

12-Month CPL Trend

Georgia

12-Month CPL Trend

Hawaii

12-Month CPL Trend

Iowa

12-Month CPL Trend

Idaho

12-Month CPL Trend

Illinois

12-Month CPL Trend

Indiana

12-Month CPL Trend

Kansas

12-Month CPL Trend

Kentucky

12-Month CPL Trend

Louisiana

12-Month CPL Trend

Massachusetts

12-Month CPL Trend

Maryland

12-Month CPL Trend

Maine

12-Month CPL Trend

Michigan

12-Month CPL Trend

Minnesota

12-Month CPL Trend

Missouri

12-Month CPL Trend

Mississippi

12-Month CPL Trend

Montana

12-Month CPL Trend

North Carolina

12-Month CPL Trend

North Dakota

12-Month CPL Trend

Nebraska

12-Month CPL Trend

New Hampshire

12-Month CPL Trend

New Jersey

12-Month CPL Trend

New Mexico

12-Month CPL Trend

Nevada

12-Month CPL Trend

New York

12-Month CPL Trend