Breakdown by platform
PlatformAverage CPLBest useNotes
Instagram€6.7Listing promotionStrong visual intent
Facebook€8.4Lead formsReliable retargeting
TikTok€5.9Video reachLower-cost testing
YouTube€9.2Premium videoBest for high-value property
Breakdown by property price tier
€100k-500k listings often generate the cheapest leads because the buyer pool is wide. €500k-2M campaigns need sharper qualification. €2M+ properties can still produce strong CPL when the creative filters for serious buyers instead of raw curiosity.
Breakdown by geography
Portugal and Spain campaigns usually produce efficient CPL because international buyer intent is strong and visual content performs well. USA premium markets can cost more per lead but create higher deal value.
How to reduce cost per lead
- Lead with video instead of static photos.
- Use city and price in the first line.
- Separate cold prospecting from retargeting.
- Refresh creative before frequency rises.
- Track qualified leads, not just cheap forms.
Lead forecast calculator
Quick estimate: divide your ad budget by benchmark CPL. A €1,000 Instagram campaign at €6.7 per lead forecasts roughly 149 leads before qualification.