When it comes to online lead generation for real estate, two platforms dominate: Facebook Ads and Google Ads. Both offer powerful targeting options, both can generate high-quality leads, and both are used by top real estate agents and developers worldwide.
But which one is better for your real estate business? The answer depends on your goals, budget, and the type of leads you want. Let’s break down how each platform works, their strengths, weaknesses, and which one delivers the best ROI for real estate professionals.
1. The Core Difference: Intent vs. Interest
The biggest difference between Facebook Ads and Google Ads lies in user intent.
- Google Ads = Intent-Based Marketing
- People search for real estate-related queries like “homes for sale in Miami” or “best real estate agents in Los Angeles.”
- Google Ads captures high-intent leads—buyers actively looking for properties or real estate services.
- Facebook Ads = Interest-Based Marketing
- Users on Facebook are not actively searching for real estate but can be targeted based on demographics, behaviors, and interests.
- Facebook is great for building awareness, generating curiosity, and nurturing potential buyers before they start their property search.
2. Comparing Facebook Ads & Google Ads for Real Estate
Feature | Facebook Ads | Google Ads |
User Intent | Low – Users are not actively searching for real estate. | High – Users are searching for properties, agents, and real estate services. |
Targeting Options | Demographics, location, behaviors, interests, lookalike audiences. | Keywords, search queries, location targeting. |
Cost Per Lead (CPL) | Lower (typically $5–$15 per lead) | Higher ($20–$50 per lead, but more qualified) |
Lead Quality | Medium – Can generate large volumes but requires nurturing. | High – Leads are ready to take action. |
Best For | Brand awareness, remarketing, retargeting, pre-launch projects. | High-intent buyers, immediate sales, local lead generation. |
3. The Strengths & Weaknesses of Each Platform
Google Ads: Best for High-Intent Leads & Immediate Conversions
✅ Pros:
- Targets users actively searching for real estate.
- Great for location-based ads (e.g., “condos for sale in New York”).
- Higher conversion rates than Facebook.
- Works well for agents and developers looking for fast, ready-to-buy leads.
❌ Cons:
- More expensive per lead.
- Requires strong keyword research and bid management.
- Competitive markets (like Los Angeles, Miami) can have high CPC (cost-per-click).
Facebook Ads: Best for Brand Awareness & Cost-Effective Lead Generation
✅ Pros:
- Cheaper cost per lead (CPL).
- Excellent for generating leads at the top of the funnel.
- Advanced targeting: you can reach specific demographics (age, income, interests).
- Ideal for pre-sales, new developments, and real estate branding.
❌ Cons:
- Leads need more nurturing before converting.
- Not all leads are serious buyers—some may just be browsing.
- Facebook ad policies on real estate targeting are stricter than before.
4. Which One Should You Choose for Real Estate?
It depends on your real estate goals:
- If you want high-intent leads ready to buy, go for Google Ads.
- If you want to build brand awareness and capture early-stage buyers, choose Facebook Ads.
- For the best results? Use both platforms together.
5. The Ultimate Strategy: Combining Facebook & Google Ads for Maximum Results
Want the best ROI? Use a dual-channel approach:
1️⃣ Start with Google Ads to capture high-intent leads searching for properties.
2️⃣ Retarget those visitors on Facebook with engaging ads to keep your brand top-of-mind.
3️⃣ Use Facebook Lead Forms to collect leads at a lower cost and nurture them via email or retargeting.
4️⃣ Run Google Display Ads to remind potential buyers of your listings across websites they visit.
Conclusion: Facebook vs. Google Ads – Who Wins?
There’s no single winner—the best strategy is a combination of both.
- Google Ads delivers high-intent leads but at a higher cost.
- Facebook Ads brings in cheaper leads that need nurturing but builds awareness effectively.
- The real success comes from integrating both into a smart, data-driven campaign.
Want to Optimize Your Real Estate Ads for Maximum ROI?
At Immowi, we specialize in high-performance real estate lead generation. Whether you need to optimize Google Ads, scale Facebook campaigns, or build a complete multi-channel strategy, we’ve got you covered.
👉 Let’s talk! Contact us today and start getting better real estate leads—faster.
