Real Estate Lead Cost Report for Buyers on Google | Q2 2025 Update

In Q2 2025, the CINC Google Buyer portfolio continued to demonstrate strong engagement, with Cost Per Lead (CPL) showing a moderate increase compared to Q1 2025. This small increase is expected and follows a normal seasonal pattern—lead costs often rise in the second half of the year as more people start searching for homes and more agents compete for those clicks.

There was not a lot of movement when comparing markets. Looking at the big markets, St. Louis again led the pack with the lowest CPL, followed by Philadelphia and Chicago. These were the top three during the first quarter.

The lowest Google Buyer CPL market overall was Bangor, ME, which also had the lowest Google Seller lead price. Next up was Kingston, NY, and The Villages, FL.

Even with the moderate shift, Google leads remain a strong and reliable way to grow your business. 

Looking at all markets, Bangor, ME had the lowest CPL at $1.70 per lead. Kingston, NY and The Villages, FL were in 2nd and 3rd place.

Some of the top 25 markets saw lead costs in Q2 2025 that remained flat or close to flat year-over-year.

For the 26th-50th largest markets, Sacramento-Roseville, CA, Providence, RI, and Richmond, VA all actually saw a decrease in CPL during Q2. 

Of the 51st to 75th largest markets Worcester, MA saw the largest decrease (-37% CPL change) in CPL while New Haven, CT saw the largest growth year over year (147% CPL change). 

For the 76th-100th largest markets Des Moines, IA saw the largest decrease (-24% CPL change) while Lakeland, Fl and Spokane, WA saw the largest growth in CPL in Q2 (49% and 43% CPL change respectively).

CINC is the leader in online real estate lead generation with more than 50,000 clients. This behind-the-scenes lead cost data is what we were seeing for our portfolio of real estate team and agent clients during Q2 2025. The CINC client marketing team manages almost $30 million in search and social advertising spend annually for real estate teams and agents across the United States and Canada.  If you want to see how CINC can help you find more higher quality hyperlocal real estate leads on Google, request a demo here. 

Additional Google Real Estate Lead Gen Resources from CINC:

With the real estate market shifting, it is more important than ever to be more efficient paying for leads on Google.  Try our free local Google real estate targeting tool here to find hidden pockets of more cost effective hyper-local leads near you.

Watch our recent on-demand real estate lead gen webinar here where we discuss new trends for real estate teams and agents on Google Ads, including a deep dive on Google Local Service Ads (LSA's) for realtors.

Here are links to past historic Buyer Cost Per Lead Reports for  Q1 2025, Q4 2024,Q3 2024, Q2 2024, Q1 2024, Q4 2023, Q3 2023, Q2 2023, Q1 2023, Q4 2022, Q3 2022, Q2 2022, Q1 2022, Q4 2021, Q3 2021, Q2 2021, Q1 2021, Q4 2020, Q3 2020, Q2 2020,  Q1 2020.