A Facebook Special Ad Category is a classification for ads that involve housing, credit, political issues, or jobs. If you’re a real estate agent, you MUST use the Special Ad Category for your ads or your ads may be restricted!

What is a Special Ad Category?

A Facebook Special Ad Category is a classification for ads that involve housing, credit, political issues, or job opportunities. So if you’re a real estate agent, you MUST use the Special Ad Category for your ads!

What does this mean for me?

If you’re a real estate agent running ads, you will have to classify every campaign you run as a Special Ad Category. It is VERY important that you do this… if you don’t, it could get your ads and/or ad account restricted!

This also means your targeting options are more limited than for normal Facebook campaigns. For example, you won’t be able to target based on age, specific locations, employment, etc. You also won’t be able to create Lookalike Audiences.

Instead, you will have to create Special Ad Audiences. These Special Ad Audiences are similar to Lookalike Audience, except they target based on web behavior, and not demographic information. While you cannot target by specific locations, you can however target using a generic 15-mile radius, which allows you to cover certain region.

Should I even run Facebook Ads?

YES! Even in the Special Ad Category, there are still many powerful ways to target your ideal clients! You just need to make sure you know exactly what you are doing and that you are following all of Facebook’s policies.

Social media can be extremely lucrative for real estate agents in generating both paid and organic leads. If you use social media properly, it can help you sell more homes and grow your business.

Do you have any other questions about the Special Ads Category? Let us know!