Commercial Property CPM Calculator
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Key insight: A higher CPM can deliver better value when targeting decision-makers. The tool shows the true cost efficiency based on your audience precision.
When you’re running ads for commercial property-like a retail space, office building, or warehouse-you don’t just want eyes on your listing. You want the right eyes. That’s where CPM comes in. CPM stands for cost per thousand impressions. It’s the price you pay to show your ad to 1,000 people. But what’s actually a good CPM price for commercial property ads in 2025? The answer isn’t one number. It depends on where you’re advertising, who you’re targeting, and how competitive your market is.
What CPM Means for Commercial Property Ads
Unlike pay-per-click (PPC), where you pay when someone clicks your ad, CPM charges you just for showing your ad. That’s useful for commercial property because most people won’t click right away. They’re researching. They’re comparing. They’re thinking. A good CPM gets your property in front of decision-makers-business owners, investors, brokers-before they even know they need to look.
For example, if you’re advertising a 5,000 sq ft retail space in Melbourne’s CBD, you’re not trying to get 100 clicks. You’re trying to get 10,000 views from people who actually have the budget and need to lease space. That’s where CPM makes sense.
Average CPM Rates in Australia (2025)
There’s no single national rate, but here’s what’s actually happening in key markets right now:
- Major city digital billboards (Sydney, Melbourne, Brisbane): $8-$15 CPM
- Commercial property listing portals (like CommercialRealEstate.com.au): $5-$12 CPM
- LinkedIn ads targeting commercial real estate professionals: $12-$20 CPM
- Google Display Network (general audience): $2-$6 CPM
- High-traffic retail mall digital screens (e.g., Westfield): $20-$35 CPM
These aren’t guesses. They’re based on real campaign data from property marketers in Sydney and Melbourne running campaigns between January and October 2025. The difference between a $5 CPM and a $20 CPM isn’t just about where the ad runs-it’s about how precise the audience is.
Why Location Matters More Than You Think
Not all impressions are equal. An ad shown to a tourist in Bondi is worth less than one shown to a franchise owner in Parramatta searching for a new store location. The best CPMs aren’t the cheapest-they’re the most targeted.
Take Sydney’s Inner West. A digital billboard near Marrickville Metro gets 80,000 daily views. But 70% of those are commuters. A targeted LinkedIn ad showing up in the feeds of commercial property managers in the same area? Maybe 15,000 views-but 60% of them are decision-makers with leasing authority. That’s a better CPM, even if the cost is higher.
Same goes for listing portals. CommercialRealEstate.com.au charges more than a general property site, but its users are 90% brokers, investors, or business owners. You’re paying more per impression-but you’re paying less per qualified lead.
What Makes a CPM ‘Good’?
A good CPM isn’t low. It’s efficient. Ask yourself:
- Are you reaching people who can sign a lease or make an investment?
- Are you avoiding wasted impressions-like residential renters or curious passersby?
- Is your ad seen by the right audience more than once? (Repetition builds recall.)
- Are you getting measurable results-like inquiries, website visits from targeted regions, or broker calls?
If your CPM is $10 but you’re getting 3 serious inquiries per 100,000 impressions, that’s better than a $4 CPM that gets you 5 random calls from people who thought it was a restaurant.
How to Lower Your CPM Without Sacrificing Quality
You don’t have to pay top dollar to get quality impressions. Here’s how real estate marketers are cutting costs in 2025:
- Use geo-fencing: Target only people within 5 km of your property. Reduces wasted views by up to 40%.
- Time your ads: Run ads Tuesday-Thursday, 9 AM-4 PM. That’s when commercial decision-makers are online.
- Retarget website visitors: Someone who viewed your listing but didn’t inquire? Show them your ad again. Retargeting CPMs are often 30-50% lower.
- Combine platforms: Use a low-cost Google Display ad to build awareness, then follow up with a higher-cost LinkedIn ad to convert.
One agent in Brisbane lowered his CPM from $14 to $7.80 by switching from broad digital billboards to geo-fenced LinkedIn ads targeting businesses with 10+ employees. His inquiry rate went up by 65%.
What to Avoid
Don’t fall for these traps:
- Chasing the lowest CPM: A $2 CPM on a general news site might sound cheap-but if no one who sees it has a budget for commercial space, you’re just burning money.
- Ignoring frequency: Showing your ad once to 100,000 people is less effective than showing it 3 times to 30,000. CPM doesn’t measure recall.
- Using the same ad everywhere: A billboard ad needs a short, bold message. A LinkedIn ad needs context-lease terms, square footage, zoning. Tailor your creative to the platform.
Real Example: A Retail Space in Perth
A 200 sq m retail unit in Fremantle was listed in March 2025. The agent ran two campaigns:
- Campaign A: Google Display Network, $4.50 CPM, 200,000 impressions. Result: 8 inquiries, 2 serious leads.
- Campaign B: LinkedIn ads targeting small business owners in WA with revenue over $500k, $16 CPM, 45,000 impressions. Result: 15 inquiries, 6 serious leads.
Campaign B cost 3.5 times more per impression-but delivered 3 times more qualified leads. The effective cost per serious lead? $267 for Campaign B vs. $563 for Campaign A.
That’s what a good CPM looks like: not cheap, but smart.
How to Test Your CPM Strategy
Start small. Run a 2-week test with $500. Split it between two platforms:
- One low-cost, broad-reach option (like Google Display)
- One higher-cost, targeted option (like LinkedIn or a commercial portal)
Track:
- Number of inquiries
- Source of inquiries (which platform did they come from?)
- Quality of leads (did they ask about lease terms? square footage? fit-out allowances?)
After two weeks, you’ll know which CPM delivers real value-not just views.
Final Thought: CPM Is a Tool, Not a Goal
A good CPM price isn’t about being the cheapest. It’s about being the most effective. The goal isn’t to pay less per thousand. It’s to pay for the right thousand. In commercial property, the right person seeing your ad once is worth more than a hundred random clicks.
Focus on audience precision. Track results. Adjust your mix. The best CPM isn’t the one everyone else is using-it’s the one that gets you signed leases.
What is a normal CPM for commercial property ads in Australia?
In 2025, normal CPM rates for commercial property ads range from $5 to $20 depending on the platform. Listing portals like CommercialRealEstate.com.au average $5-$12, while targeted LinkedIn ads run $12-$20. High-traffic digital billboards in major cities can hit $20-$35. The key is matching the platform to your audience-not just chasing the lowest number.
Is a lower CPM always better for commercial property advertising?
No. A lower CPM often means your ad is being shown to the wrong people-like residential renters or tourists. A higher CPM on a targeted platform like LinkedIn or a commercial listing site can deliver far more qualified leads. What matters is cost per serious inquiry, not cost per thousand views.
How can I reduce my CPM without losing quality?
Use geo-fencing to target only people near your property, run ads during business hours (Tuesday-Thursday, 9 AM-4 PM), retarget website visitors, and combine platforms. For example, use low-cost display ads for awareness, then follow up with higher-targeted LinkedIn ads to convert. These tactics can cut CPM by 30-50% while improving lead quality.
Which platforms give the best CPM for commercial property?
For precision targeting, LinkedIn and CommercialRealEstate.com.au deliver the best results. For broad awareness, Google Display Network is affordable but less targeted. Digital billboards in high-footfall commercial zones (like Westfield or CBDs) have high CPMs but strong visibility among business decision-makers. Avoid general news sites or social media feeds unless you’re using strict audience filters.
Should I use CPM or PPC for commercial property ads?
CPM is better for commercial property because most buyers don’t click right away. They research, compare, and return later. CPM ensures your listing stays visible during that research phase. PPC works better for time-sensitive deals or when you have a strong call-to-action like ‘Book a viewing today.’ For most commercial listings, start with CPM, then use PPC for retargeting.
