Do Facebook Ads Really Work?

Short answer: yes, but not the way most real estate agents think.

A lot of agents treat Facebook ads like a listing boost button. Put money in. Expect leads instantly. When it doesn’t happen, the conclusion is: “Ads don’t work.”

That’s not true.

Facebook ads absolutely work, when they amplify something solid instead of trying to fix something weak.

What Facebook Ads Are Actually Good At

Reaching the right homeowners or buyers.
You can target by location, interests, life events, behaviors, even build lookalike audiences from your email list or past clients.

Testing messaging quickly.
Instead of guessing whether “First-Time Buyer Workshop” resonates, you can run a small campaign and know within days whether people click.

Scaling what’s already working.
If your buyer checklist or seller prep guide is converting organically, ads help you put it in front of more of the right people.

Ads are a magnifier. Not a miracle.

Where Agents Go Wrong

Using ads to fix a weak offer.
If no one downloads your guide organically, ads won’t save it. They’ll just spend money faster.

Sending traffic to generic pages.
Running an ad about “How to Maximize Your Home Value” and sending people to your homepage? That kills momentum. Intent needs a focused landing page.

Expecting instant closings.
Most ads work better at generating leads first, email sign-ups, webinar registrations, free resources, before turning into clients.

A Smarter Way to Use Facebook Ads

Start small. $5–$10 a day is enough to test.

Promote something valuable first:

• A local market breakdown

• A first-time buyer checklist

• A short webinar

• A neighborhood pricing guide

Send traffic to one clear landing page with one action.

Track what matters:
Cost per click.
Cost per lead.
Conversion rate.
Not just likes.

The Real Answer

Facebook ads work, but only when your foundation is clear.

Clear niche.
Clear problem.
Clear landing page.
Clear next step.

Think of ads as a megaphone.

If your message is sharp and specific, the megaphone helps more of the right people hear it.

If your message is vague, it just makes the vagueness louder.