Are paid ads for listings on Instagram and Facebook worth it?

Which piece to promote

• A reel that already got good views organically: proof that it hooks people.
• A carousel with photos and details, for people who want to see the whole property before messaging.
• A price flyer, for properties where price is the argument.
• Always vertical (4:5 or 9:16): it takes up more of the phone screen than a square image.

Who to show it to

1. 01

   Location: the property area and a reasonable radius around it, or the neighborhoods buyers or renters usually come from.

2. 02

   Age: broad. Very narrow targeting makes the ad expensive and reaches few people.

3. 03

   Interests: few or none. Today the networks find the people who respond on their own, if the ad is good.

How much to spend

Start with a small daily amount for seven days and look at the cost per message. If inquiries come in and they are real people, raise the budget gradually; if none arrive in three or four days, change the piece before the audience.

The right objective

Choose messages (WhatsApp or direct messages) as the objective, not engagement or profile visits. What matters is how many people write asking about the property.

Have a quick reply ready for when they arrive: the property page with photos, the price and viewing times. An ad that brings messages nobody answers in time is money wasted.