From 1 July 2026, Meta will introduce a significant change to its advertising system that may directly affect many estate agencies using Facebook and Instagram Ads to promote properties.
The platform will begin applying additional charges depending on the country where ads are shown. This means that, in addition to the usual advertising budget, a small surcharge may be applied depending on the market targeted by the campaigns.
Although the percentage is not high, it is a relevant change that should be properly understood in order to plan advertising investment more effectively and avoid surprises in billing.
In this article, we explain what these charges are, why they are applied and how they may affect real estate campaigns.
What are the new location-based charges in Meta Ads?
The so-called “location-based charges” are surcharges that Meta will add to ads when they are shown in certain countries.
This surcharge does not depend on where the company is based, but on the country where the audience viewing the ad is located.
In other words, if your estate agency is based in Spain but you promote properties to buyers in France, the charge will be applied based on the country where the ad is displayed.
According to information published by Meta, the current rates will be:
- Austria: 5%
- France: 3%
- Italy: 3%
- Spain: 3%
- Turkey: 5%
- United Kingdom: 2%
These percentages may change over time depending on each country’s regulations.
A simple example to understand it
Let’s imagine a real estate campaign targeting buyers in France.
If the advertising budget is €1,000, Meta will add the corresponding charge for that jurisdiction.
In the case of France, where the surcharge is 3%, the calculation would be:
- €1,000 advertising spend
- €30 location-based charge
- Total billed: €1,030
This surcharge will be added after the ads have been delivered, meaning it is not deducted from the campaign budget.
Why Meta is introducing these charges
The main reason is related to regulatory changes being implemented in many countries.
In recent years, several governments have introduced specific taxes on digital services, known as Digital Services Tax (DST).
These taxes affect major tech platforms such as Meta, Google or Amazon.
Until now, Meta absorbed these costs. With this update, part of these expenses will be passed on to advertisers when campaigns are shown in certain countries.
This type of adjustment is already being seen across other digital platforms and is part of a broader industry trend.
How this may affect estate agencies
For many estate agencies, Meta Ads is a key tool for:
- promoting properties
- attracting international buyers
- generating leads through social media
- marketing new build developments
- attracting property owners who want to sell
For example, an estate agency on the Costa Blanca may run campaigns targeting buyers from:
- France
- Belgium
- The Netherlands
- The United Kingdom
- Germany
If ads are shown in countries where Meta applies location-based charges, the final cost of the campaign will be slightly higher than initially planned.
It is not a dramatic change, but it is something worth considering when calculating your budget.
An important detail: the charge does not depend on your business
This point often causes confusion.
The surcharge does not depend on where your company or advertising account is registered.
It depends entirely on where the ads are displayed.
For example:
- An agency in Alicante advertising properties to buyers in France will pay the French surcharge.
- An agency in Spain showing ads to buyers in the United Kingdom will incur the UK charge.
This is particularly relevant in the real estate sector, where many campaigns target international buyers.
The charges apply to all ad formats
Meta has confirmed that these charges will apply across all advertising formats.
This includes:
- image ads
- video ads
- lead generation campaigns
- click-to-WhatsApp campaigns
- messaging ads
In other words, almost any Facebook or Instagram campaign may be affected if ads are shown in one of these countries.
What estate agencies should do
This change does not mean you should stop using Meta Ads. However, it is advisable to consider a few points.
1. Slightly adjust budgets
If you run campaigns targeting countries such as France, Italy or the United Kingdom, it may be useful to factor in this small surcharge when planning your budget.
2. Review target markets
Many estate agencies promote properties across several countries at the same time.
Analysing which markets deliver the best results can help optimise your advertising spend.
3. Monitor cost per lead
The most important metric is not total spend, but how much it costs to generate a qualified lead.
If campaigns continue to generate quality leads, the slight increase in cost may be perfectly acceptable.
The international market remains key for the real estate sector
Despite these adjustments, Meta campaigns remain a highly effective tool for attracting international buyers.
Especially in areas such as:
- Costa Blanca
- Costa Cálida
- Costa del Sol
where a large proportion of buyers come from other European countries.
The key is not just to invest in advertising, but to do so strategically and with well-optimised campaigns.
In real estate marketing, understanding changes is part of the job
Digital marketing is constantly evolving.
New regulations, platform updates and changes in user behaviour are part of everyday work.
That is why it is important for estate agencies to stay informed and adapt their strategies when necessary.
Meta’s new location-based charges are not a radical change, but they are a detail worth keeping in mind if you use Facebook and Instagram Ads to promote your properties or services.
Because in digital advertising, small details also make a difference when it comes to optimising results.
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