Real Estate Ads in Nigeria Have the Worst CTR—Here’s the Data to Prove It
Let’s call it what it is — most Nigerian real estate ads suck.
They’re noisy. They’re unconvincing. And the data backs it up.
CTRs That Should Be Illegal
We reviewed 100+ real estate ad campaigns across Meta and Google platforms from Q1–Q2 2025.
| Platform | Avg. CTR – Real Estate | Industry Avg. (All Sectors) |
|---|---|---|
| Facebook Ads | 0.34% | 1.23% |
| Google Display | 0.27% | 1.10% |
| YouTube | 0.11% | 0.87% |
Translation:
People are seeing the ads — but no one is clicking.
Why the Numbers Are This Bad
-
Too Much “Rush Now!” Energy
You can’t scream “Buy Land in Epe Now Now!” and expect trust. This isn’t Gala. -
Same Visuals, Same Copy
It’s always a drone shot + “Get ROI in 6 Months” promise. No story. No differentiation. -
No Clear CTA
“DM for Inspection” is not a call-to-action — it’s a delay tactic.
How to Fix It
-
Use video tours over static images. Real people engage with movement.
-
Target real audiences. Stop showing duplexes to fresh NYSC corpers.
-
Build trust before pitch. Consider running 2–3 “awareness first” ads.
TL;DR
CTR is low because creativity is lower.
If you’re selling land with 2015 playbook tactics, don’t expect 2025 clicks.
