What Realistic Ads Progress Looks Like in the First 60 Days

If you’re running ads for listing appointments, home valuations, or buyer leads, don’t expect instant profitability.

But do expect progress.

Here’s what that should look like.

Week 1–2: Learning Phase

When you launch on platforms like Meta or Google, the system is testing.

It’s figuring out:

• Who clicks

• Who converts

• Who ignores

Expect:

• Fluctuating costs

• Inconsistent daily results

You should see:

• Clicks happening

• Some conversions

• Signs of data gathering

Zero activity after meaningful spend? That’s a setup issue.

Week 3–4: Stabilization

The platform begins recognizing patterns.

Expect:

• Smoother performance

• Slight drop in cost per result

• Clearer winning ads or audiences

You should start seeing more consistent daily lead flow, even if it’s modest.

Week 5+: Optimization

Now strategy kicks in.

This is where:

• New copy is tested

• Creatives are improved

• Budget shifts to top performers

Expect:

• Gradual improvement in cost per lead

• Stronger CTR

• More predictable performance

Not overnight jumps, but a clear upward trend.

The Red Flag

If you’re at Week 8 and performance looks the same as Week 2, something’s wrong.

Ads should improve over time.

If they don’t:

• The messaging may be weak

• The landing page may be broken

• Or management lacks optimization

Final Thought

Real estate ads don’t go from zero to pipeline instantly.

But they should move through stages:

Learning → Stabilizing → Optimizing

If progress is visible, stay consistent.

If nothing changes after 60 days, reassess.

Momentum, not miracles, is what builds predictable lead flow.