How well are your apartment’s Google Ads performing in 2025?
WordStream published its Google Ads benchmarks for 2025, looking at average click-through rate, cost per click, conversion rate, and cost per lead.
Here are our takeaways from the data, plus a look at how our clients using Predictive Advertising are faring compared to these new Google Ads benchmarks.
Paid Search Benchmarks for 2025 (All Industries)
Average click-through (6.66%) and conversion rates (7.52%) slightly improved from 2024, while average cost per click ($5.26) and cost per lead ($70.11) for all industries rose.
These are just general benchmarks. What impacts these benchmarks most is what industry advertisers focus on—and for real estate advertisers, there were some pretty significant changes in performance over the past year.
Paid Search Benchmarks for the Real Estate Industry in 2025
The average cost per click for Google Ads in the real estate category in 2025 remains relatively low at $2.53, a slight increase from $2.10 a year ago.
Despite an impressive 8.43% click-through rate, real estate’s average conversion rate is just 3.28%, which ranks among the lowest of any industry. Its average cost per lead of $100.48 is also significantly higher than most other industries.
These benchmarks represent a wide range of advertisers in the real estate space, including residential, commercial, and multifamily companies, their properties, and even individual agents. They are not a definitive measurement of how Google Ads perform exclusively for apartments.
Still, the data makes one thing clear: in the real estate industry, it’s relatively easy and cost-effective to get clicks from Google Ads, but it’s much more difficult and competitive to convert those clicks into leads.
That makes sense. Real estate transactions carry high stakes, so it’s natural for searchers to take their time and explore multiple websites before finding the right fit at the right price.
But one issue most advertisers overlook is what happens after someone clicks. A low conversion rate and high cost per lead often point to a deeper problem—the landing pages or websites aren’t helpful, relevant, or working. If you want your ads to perform more efficiently, you need to make sure they’re sending traffic to a destination that truly engages users.
RentVision's Google Ad Benchmarks for Multifamily
To provide a more accurate view of how Google Ads perform for apartment communities, here are RentVision’s 2025 performance benchmarks for clients using Predictive Advertising:
Average Cost Per Click: $1.98
Average Click-Through Rate: 6.19%
Their average cost per click is 21.7% lower than the industry average. And while the click-through rate is slightly below the broader real estate benchmark, that's actually a positive sign. More clicks don’t automatically mean more leads—especially if those clicks come from unqualified traffic.
Predictive Advertising is helping apartment marketers attract better-qualified clicks and more engaged website visitors—at lower costs and before vacancy hits.
Continued Reading
- Need help getting started with Google Ads for your apartments? Check out our beginner's guide to multifamily digital advertising.
- Here's more detailed information on how Google Ads for apartments work.
- How much do Google Ads cost? See our review of PPC costs for apartments.