Auction CPM trends, state-level rate cards, and monthly seasonality for Facebook and Instagram ads in U.S. residential real estate.
Per active campaign across Solo and Branded clients.
List-of-homes and price-bracket carousels run cheapest.
Home-valuation and market-update angles compete in a tighter auction.
| State | CPM | CPC | CTR | Region |
|---|---|---|---|---|
| Mississippi | $11.15 | $0.48 | 1.91% | South |
| Alabama | $11.47 | $0.52 | 1.13% | South |
| Nebraska | $11.53 | $0.70 | 1.60% | Midwest |
| Ohio | $11.61 | $1.39 | 1.12% | Midwest |
| Virginia | $11.67 | $0.98 | 2.16% | South |
| Kentucky | $11.74 | $0.90 | 1.56% | South |
| Minnesota | $11.83 | $0.57 | 1.87% | Midwest |
| Michigan | $12.20 | $0.53 | 1.57% | Midwest |
| Arkansas | $12.57 | $1.04 | 2.22% | South |
| Tennessee | $12.60 | $0.49 | 2.21% | South |
| Kansas | $12.61 | $1.42 | 1.31% | Midwest |
| South Dakota | $12.70 | $1.32 | 1.33% | Midwest |
| North Dakota | $12.71 | $1.11 | 2.17% | Midwest |
| West Virginia | $13.27 | $1.28 | 1.12% | South |
| Oklahoma | $13.31 | $0.61 | 1.91% | South |
| Delaware | $13.43 | $0.97 | 1.31% | South |
| Indiana | $13.43 | $1.12 | 1.35% | Midwest |
| North Carolina | $13.53 | $0.98 | 1.50% | South |
| Idaho | $13.72 | $0.38 | 1.53% | West |
| Wyoming | $13.82 | $1.13 | 1.68% | West |
| Iowa | $13.86 | $0.63 | 2.38% | Midwest |
| Florida | $14.03 | $0.35 | 1.42% | South |
| Rhode Island | $14.09 | $0.57 | 1.25% | Northeast |
| Missouri | $14.30 | $0.69 | 1.45% | Midwest |
| Illinois | $14.33 | $0.99 | 1.15% | Midwest |
| Louisiana | $14.56 | $0.99 | 1.52% | South |
| Utah | $14.61 | $0.35 | 1.38% | West |
| South Carolina | $14.65 | $0.56 | 1.85% | South |
| Wisconsin | $14.65 | $0.87 | 1.94% | Midwest |
| Maine | $14.69 | $0.60 | 1.85% | Northeast |
| Nevada | $14.94 | $0.35 | 2.29% | West |
| Texas | $15.17 | $0.85 | 1.88% | South |
| Maryland | $15.21 | $0.35 | 2.15% | South |
| Georgia | $15.31 | $1.08 | 1.90% | South |
| Montana | $15.45 | $1.39 | 1.77% | West |
| Pennsylvania | $15.66 | $0.79 | 2.09% | Northeast |
| Vermont | $15.74 | $0.75 | 2.36% | Northeast |
| Connecticut | $15.76 | $0.52 | 1.63% | Northeast |
| Colorado | $15.90 | $0.87 | 1.97% | West |
| New Hampshire | $15.92 | $1.01 | 1.92% | Northeast |
| New Mexico | $16.71 | $1.21 | 1.43% | West |
| Washington | $16.72 | $0.78 | 1.16% | West |
| Oregon | $17.06 | $0.73 | 2.07% | West |
| Arizona | $17.52 | $0.35 | 2.30% | West |
| Alaska | $17.70 | $0.35 | 2.15% | West |
| New Jersey | $18.07 | $1.09 | 1.97% | Northeast |
| New York | $18.81 | $0.59 | 2.36% | Northeast |
| Hawaii | $19.52 | $0.49 | 1.67% | West |
| District of Columbia | $19.70 | $0.94 | 1.79% | South |
| Massachusetts | $19.98 | $1.00 | 1.41% | Northeast |
| California | $20.77 | $0.38 | 1.31% | West |
CPM (cost per mille) is reported as total ad spend divided by total impressions, multiplied by 1,000. Data is aggregated from real estate Facebook and Instagram campaigns running on the Walled Garden ad infrastructure over a trailing 12 months ending June 2026.[1]
All campaigns in the dataset run under Meta's Special Ad Category for Housing, which limits targeting to age 18+, removes ZIP-level radius, and broadens audiences — pressures that structurally elevate CPMs compared to unrestricted verticals.[6] Third-party benchmarks from Statista, WordStream, Hootsuite, and Revealbot were used to validate the national CPM range.[2,3,4,5]
Walled Garden's ad infrastructure handles Special Ad Category compliance, creative refresh, and budget pacing — so CPMs stay in the ranges shown above.
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