Listen, real estate agents think they have to throw thousands at ads or rely on luck to find the right buyer. But what if I told you that’s the exact opposite of what you should be doing?

You don’t need a massive budget. You don’t need to throw spaghetti at the wall hoping something sticks. What you need is a focused, intentional, and hyper-targeted Facebook ad strategy that speaks directly to the right buyer, like a personal invitation to their dream home.

Let me walk you through the exact steps that will flip the script on your lead generation—and no, it’s not just about choosing the right image. Stick with me.

Btw, this is the exact setup we used for ad campaigns that generated 15x more leads than the ad created by the real estate agent! Not just more, but the right ones for the specific property.

Step 1: Campaign Settings - Get the Foundation Right (This Is Key!)

Think about setting up your Facebook ad like building a house. You wouldn’t start with the roof, right? You need to lay down the right foundation first.

So, let’s get into it.

Create and Name Your Campaign: Simple. Be clear and specific. Name it something like Leads for [Property Address]. Trust me, this will save you headaches later when you’re juggling multiple listings. You’ll thank me when you’re 10 campaigns deep.
Select Your Objective: Here’s the thing: you’re not running ads to show off a property. You're running them to get leads. So choose “Leads” as your campaign objective. Boom. You're already on the right track.
Important: If you don’t have a Facebook pixel on your listing page, see how to set the objective at the end of this post.
Category & Geographic Targeting

You’re in real estate, so pick the Housing category (because, yeah, Facebook makes you).
For the location, target the United States (unless you're working in other countries—but let’s keep this simple).

Step 2: Ad Set Settings - Who’s Going to See This Ad?

Here’s where the magic happens. Your ad set decides WHO will see your ad and how much you'll spend to get there.

Conversion Location: Choose “Website” as the conversion location. Why? Because we’re sending people to your listing, and that’s where the magic happens.
Budget: Don’t be scared. You can start small—like $20/day—and scale up as you see results. The key is consistency, not spending big right out the gate.
Audience: Keep this simple! Target the city where the property is located and set a 50-mile radius. Don’t overcomplicate it by narrowing down further. Your copy will do the rest of the work, and it'll attract the right buyers like bees to honey.

Step 3: Ad Creation - Time to Craft That Perfect Ad

Alright, we’re getting to the fun part. This is where you make your ad irresistible to potential buyers.

Ad Format & Setup

Name the ad based on who you're targeting, for example “For First-Time Home Buyers” (tip: if you use SmashAds you get the target buyer name, just copy and paste).
Choose a single image ad. Use a high-quality property image that screams “Come look at me!”
Then, paste your property URL and disable any unnecessary browser add-ons. Keep it clean.

Write Hyper-Targeted Copy

You know the saying, "It’s not what you say, it’s how you say it?" Well, in Facebook ads, it’s both! Write a compelling copy that speaks directly to your target audience.
You can learn how to write hyper-targeted copy or use SmashAds to generate ads automatically in one click. Yes, really.
This is a hyper-targeted ad copy created with SmashAds for “Families with children” for a property in Conroe, TX:
Looking for the perfect family home? 🏠 This 4-bedroom, 3-bath gem in Conroe has everything you need for your growing family! Top-rated schools, spacious bedrooms, and a backyard ready for playdates or BBQs. 🌳 Plus, enjoy amazing community amenities like a pool, playground, and walking paths.
👨‍👩‍👧‍👦 Move-in ready! Schedule a tour today and see why this is the home for your family.

Headline: Make it catchy. Don’t just say, “Check out this home.” Be specific. "Modern 3-Bed Home with Stunning Views". That’s the headline that’ll get clicks.
Call-to-Action: Choose “Learn More” as your CTA. You want them to click and submit their info. Simple but effective.

Step 4: Duplicate Ads for Different Buyer Profiles - One Size Doesn’t Fit All

Here’s the trick: you don’t have to create a whole new ad from scratch for every buyer. You can duplicate your ad and just tweak the message for different buyer types.

Duplicate the Ad: Create a new version for each new buyer persona. Let’s say you’re targeting Empty Nesters. Name the new ad “For Empty Nesters”.
Update the Copy: Tailor the message specifically for them. Maybe the Empty Nesters are looking for a cozy retreat, so emphasize quiet spaces or a low-maintenance garden.

Repeat this step for every buyer segment you want to target. Our product, SmashAds, typically identifies 3 to 5 buyer segments for a property and automatically generates hyper-targeted copy for each one. It can do the same for your listings!

Review and Publish - Don’t Rush This Part

Before you hit publish, give everything a final once-over. Check your copy. Double-check your images. Make sure everything aligns with your audience.

Then, once you’re 100% sure—hit publish. Go ahead, you got this.

Why This Works: The Hidden Secret of Facebook Ads

Here’s the kicker. When you focus on “Leads” and craft hyper-targeted copy for each buyer persona, you’re not just running any ad. You’re running the right ad to the right person at the right time. No wasting money. No hoping and praying.

You’re in control. You’re tapping into a proven strategy to bring in high-quality leads. And that’s how you’ll sell your property faster. (And hey, that’s what matters most, right?)

[No Facebook Pixel? Here's what you can do.]

Fix it—yesterday. Seriously, without a Facebook pixel, you’re leaving money on the table. Why? Because you’re missing the chance to tell Meta exactly who visits your listings and—more importantly—who becomes a lead (a.k.a. your next buyer).

If you’re serious about selling faster, installing the pixel and tracking lead conversions is non-negotiable. (Don’t know where to start? Just follow Meta’s official guide and get it done.)

But hey, if for any reason you can’t fully set it up, here are your next-best options:

If you can install the pixel but can’t track leads:
– Set your campaign objective to Traffic instead of Leads.
– Use Landing Page Views as your performance goal.
(It’s not perfect—but it’s the closest you’ll get to tracking real leads.)
If you can’t install the pixel at all:
– Again, choose Traffic as your campaign objective.
– Use Link Clicks as your performance goal.
(Unless your listing pages are painfully slow, Link Clicks and Landing Page Views are usually 98% the same.)

Real talk: Both options are workarounds—not the real deal. If your listing platform doesn’t support Meta’s pixel and conversion tracking, it’s probably time to find one that does.

Here’s why: Meta’s algorithm is a lead-generating machine when it has the right data. No pixel? You’re flying blind—and your ad results will suffer. Don’t let a missing pixel hold you back from closing your next deal.