Every real estate agent wants more qualified leads, but not all leads are created equal. Google Ads and Facebook Ads are two of the most popular platforms for real estate digital marketing. Both generate leads, but they work differently. We’ll explore the strengths and weaknesses of each platform. This comparison will help you decide whether Google Ads, Facebook Ads, or a strategic mix of both will best achieve your real estate marketing objectives.
Understanding the Platforms
Google Ads
Before diving into lead generation specifics, it’s essential to understand the differences between Google Ads and Facebook Ads. Google Ads for real estate generate leads through search intent. When potential clients type queries like “Scottsdale homes for sale” or “what’s my home worth,” they show clear interest in real estate services. This makes Google Ads effective for capturing high-intent buyers or sellers ready to act. Your ads can appear in search results, on maps, and within the Google Display Network, allowing for broad reach across digital touchpoints.
The strength of Google Ads lies in its ability to target users who are actively searching for property-related services. This means your ads are shown to people who are already on the path to making a purchase or selling a property. By tapping into this search intent, Google Ads can drive high-quality leads that are likely to convert quickly.
Facebook Ads
In contrast, Facebook Ads for real estate operate on the principle of interruption marketing. As users browse their feeds, your ads appear, leveraging demographic and behavioral data rather than search queries. This allows you to reach potential clients based on their interests, behaviors, and demographics, creating opportunities for brand visibility and engagement.
Facebook Ads excels at generating awareness and nurturing cold audiences. While these leads may not be ready to buy or sell immediately, they help build a long-term pipeline. By engaging with users who might not yet be considering a real estate transaction, you can establish brand familiarity and trust, which can pay dividends down the road.
The Nature of the Leads
Google Leads
Understanding the nature of the leads generated by each platform is key to optimizing your marketing strategy. Google leads typically have higher intent. These individuals are already searching for homes, property valuations, or real estate agents. This means they are often closer to making a decision. For example, someone searching “buy a home in Scottsdale” is likely ready to talk to an agent and explore their options.
The high intent of Google leads generally results in quicker conversions. Because these potential clients are actively seeking information, they are more responsive during follow-up and may require less nurturing compared to leads from other channels.
Facebook Leads
Facebook leads tend to have lower intent. Users may be casually browsing their feed when they encounter an ad. While these leads are effective for top-of-funnel awareness, they might require more nurturing to convert into clients. For instance, someone clicking a “Get Your Home Value” ad might not be planning to sell immediately, but could become a prospect with the right follow-up strategy.
When it comes to building your future pipeline, Facebook Ads are very valuable. By engaging with potential clients early in their journey, you can guide them through the sales funnel over time, turning casual interest into serious consideration.
How the Ads Look
Google Ads
The appearance and format of ads on a platform significantly influence their effectiveness and user engagement. Google Ads appear at the top of search results, often above organic listings. They can also be displayed on Google Maps, the Display Network, and YouTube. These text-based, keyword-triggered ads are direct and to the point, aligning naturally with user search intent. Extensions such as call, location, and site links make these ads more actionable, encouraging immediate interaction.
The placement of Google Ads ensures they are seen by users actively seeking information, making them highly relevant and effective. This strategic positioning enhances the likelihood of capturing leads ready to engage with your real estate services.
Facebook Ads
Appearing within users’ feeds, Stories, and Marketplace, blending with native social content, is where you’ll find Facebook Ads. These ads place a heavier emphasis on visuals, including images, videos, and carousels, which can effectively showcase properties and engage users. However, because people are often scrolling for entertainment, these ads are more disruptive.
The visually engaging nature of Facebook Ads makes them ideal for capturing attention and generating interest. By using compelling media, you can highlight properties and services in a way that resonates with potential clients, even if they are not actively searching.
Lead Quality Comparison
Do not underestimate how the quality of leads on a specific platform affects your overall marketing strategy and outcomes. Leads from Google are generally of higher quality, featuring buyers and sellers who are ready to take action. While the volume of leads may be lower, their qualification level is typically higher, resulting in faster conversions and a better return on investment.
Facebook leads often come at a lower cost per lead but may not be as immediately qualified. While the volume of leads can be higher, many require long-term nurturing. This makes Facebook an excellent platform for building awareness and keeping your pipeline full for future opportunities.
Cost Per Lead & ROI
Google Ads
A critical consideration for any marketing strategy is the cost per lead (CPL) and the return on investment (ROI). The cost per lead for Google Ads is typically higher, ranging from $15 to $25 on average, depending on market conditions, seasonality, and your website platform. For instance, platforms like Real Geeks, Lofty, and Sierra often see the strongest results. Despite the higher CPL, the ROI can be robust due to higher conversion rates, as these leads are generally more qualified and ready to transact.
Facebook Ads
Conversely, Facebook Ads tend to have a lower cost per lead, averaging between $10 and $15. However, the ROI depends heavily on your follow-up and nurturing strategy. By leveraging retargeting and CRM tools, you can maximize the potential of these leads over time.
Follow-Up & Conversion Process
Google Leads
Effective follow-up is crucial for converting leads into clients, and the approach varies between platforms. With Google leads, you can expect more responses during the initial follow-up. These leads are likely comparing agents and actively searching for homes in your area, making speed to lead critical. Responding within minutes can significantly increase your chances of securing a client.
Facebook Leads
Facebook leads require more nurturing, including email drips, retargeting ads, and regular follow-up. The conversion cycle is longer, but these leads can help fill future pipelines. By maintaining consistent engagement, you can guide these prospects toward a real estate transaction over time.
Ease of Use: Which Platform is Simpler?
Google Ads
The ease of use of each platform can influence your choice, especially if you’re new to digital marketing. Google Ads can be more technical, with a steeper learning curve. It requires keyword research, campaign setup, bidding strategies, and conversion tracking. While powerful, it’s best suited for agents or agencies with a solid understanding of PPC or those who partner with a marketing expert.
Facebook Ads
Facebook Ads are generally easier for beginners to set up. The ad creation tool is visual and user-friendly, with targeting based on demographics, interests, and behaviors, which is simpler than keyword planning. Although easy to launch, the results depend heavily on the quality of your ad creative.
Which Platform Should Realtors Choose?
Choose Google If:
1. You Want Immediate, High-Intent Leads: Google Ads captures prospects actively searching for real estate services. When someone types “homes for sale in [your city],” they’re demonstrating clear intent and readiness to engage. This intent-based targeting connects you with buyers and sellers ready to move forward.
2. You Have the Budget for a Higher CPL: With an average Cost Per Lead of $70.11 compared to Facebook’s $27.66, Google requires more investment but delivers prospects further along in the buying journey. This higher cost is often justified by shorter sales cycles and higher conversion rates.
3. You’re Focused on Sellers or Buyers Ready to Transact: Google’s keyword targeting allows you to focus on high-value terms like “sell my house fast” or “luxury homes for sale,” attracting prospects with immediate needs. This is particularly valuable in competitive markets or with clients needing quick transactions.
4. You Want to Dominate Local Search Results: Google Ads offer powerful location-based targeting with features like location and call extensions. This provides a significant advantage for realtors focusing on specific geographic areas or building neighborhood expertise.
Choose Facebook If:
1. You Want to Build Brand Awareness and a Long-term Pipeline: Facebook introduces your business to potential clients before they’re actively searching. The platform’s reach allows you to build familiarity with your brand among likely future clients, creating a pipeline of prospects for the coming months.
2. You Want More Volume at a Lower Cost Per Lead: With an average CPL of $27.66, Facebook offers a more accessible entry point for limited marketing budgets. This cost efficiency allows a consistent presence throughout extended consideration periods typical for first-time buyers.
3. You’re Good at Nurturing Leads: Facebook leads typically require more nurturing, making it ideal for realtors with established follow-up systems. The platform excels at real estate remarketing, allowing you to reconnect with prospects who’ve engaged with your website or previous ads. These remarketing capabilities support long-term client development by keeping your brand visible throughout the buyer’s journey.
4. You Want to Showcase Visual Property Content: Facebook’s visual-first approach makes it ideal for property marketing. Carousel Ads showcase multiple property images, while video tours provide immersive experiences that engage potential buyers. For realtors with photogenic listings or strong visual content skills, Facebook is the perfect showcase for property marketing.
Best Case: Use Both Together
Many successful real estate professionals leverage both platforms strategically. A balanced approach captures high-intent leads through Google while building your brand and pipeline via Facebook. Implement real estate remarketing across both platforms to reconnect with prospects who visited your website but didn’t convert. This powerful strategy keeps your listings and services visible as leads move between platforms, significantly increasing conversion rates.
Proper tracking maximizes immediate results and long-term growth. Adjust your platform mix seasonally; during hot markets, allocate more budget to Google for ready buyers, and during slower seasons, increase Facebook spending to build relationships for future conversions.
By understanding each platform’s strengths and aligning them with your goals, you can create a digital marketing real estate strategy that delivers immediate transactions and sustainable growth.
Both Google and Facebook leads have intrinsic value but serve different roles in your marketing strategy. Google Ads for real estate is synonymous with high-intent, higher CPL, and fast conversions, whereas Facebook is associated with lower-intent, lower CPL, and nurture-heavy leads. Together, they create a balanced lead generation system that delivers immediate and future results.
Not sure whether Google Ads or Facebook Ads are right for your real estate business? Our team at Asterisk Marketing specializes in creating customized ad strategies that generate leads and fill your pipeline. Contact us today to get started.