Facebook Ads vs Google Ads: The Best Option for Real Estate Agents.

The digital marketing landscape has never been more competitive for real estate agents. Whether you’re an independent realtor or part of a larger brokerage, you know that getting quality leads is key to closing deals. But when it comes to digital advertising, the big question remains: Should you invest in Facebook Ads or Google Ads?

Both platforms offer powerful opportunities—but they operate in very different ways. Choosing the right one (or combining both strategically) can dramatically change your results.

Let’s break down the strengths, weaknesses, and best-use cases for Facebook Ads and Google Ads in the real estate industry, so you can make the right decision for your business.

Understanding the Core Difference

Before diving into strategies, it's essential to understand the key difference between the two platforms:

1. Google Ads (especially Search Ads) target users who are actively searching for something. Example: “homes for sale in Scottsdale” or “real estate agent near me.”
2. Facebook Ads target users based on interest and behavior, even if they’re not searching for a home right now.

In simpler terms:
Google = Intent.
Facebook = Discovery.

Google Ads for Real Estate Agents

🎯 Intent-Based Advertising

Google Ads are ideal when you want to reach people who are ready to take action. Someone typing “buy a condo in Miami” is clearly in the market. You can capture that intent immediately by appearing at the top of the search results with a compelling message.

🔍 Keyword Targeting

The strength of Google Ads lies in keyword targeting. As a real estate agent, you can bid on phrases like:

1. “homes for sale in [city]”
2. “real estate agent near me”
3. “condos under $500k in [zip code]”

This ensures your ads reach high-intent users who are likely closer to making a decision.

🧩 Ad Extensions

Google Ads allows for ad extensions—like location, call, price, and sitelink extensions—that enhance your listing and improve visibility. A well-structured Google ad with a strong call-to-action (CTA) can generate immediate phone calls, form submissions, and viewing appointments.

📊 Pros of Google Ads

1. High purchase intent = higher lead quality
2. Search, Display, and YouTube network options
3. Advanced bidding strategies like Target CPA or Max Conversions
4. Strong reporting and integration with Google Analytics

⚠️ Cons of Google Ads

1. Competitive keywords can be expensive
2. Requires solid landing pages and tracking
3. May not be as visually engaging as social platforms

Facebook Ads for Real Estate Agents

📌 Visual-First Advertising

Facebook (and Instagram) excels at visual storytelling. This is a major win for real estate professionals because property marketing is highly visual. With carousel ads, video tours, or lifestyle imagery, you can promote listings or your services in a more engaging, emotional way.

👥 Audience Targeting

Facebook's real strength is in detailed audience segmentation. You can target based on:

1. Demographics (age, gender, income)
2. Interests (home buying, HGTV, investing)
3. Behaviors (recent movers, mortgage shoppers)
4. Retargeting (people who visited your site)

This makes it ideal for building awareness and staying top-of-mind with potential buyers or sellers—especially those who aren’t actively searching yet but will be soon.

🌱 Lead Generation Forms

Facebook also offers lead generation ads that include built-in forms—no need to send users to a landing page. That means fewer clicks, less friction, and more leads, especially for mobile users.

📊 Pros of Facebook Ads

1. Cost-effective compared to Google CPC
2. Excellent for branding and local awareness
3. Retargeting is simple and powerful
4. Great for promoting open houses, events, and new listings

⚠️ Cons of Facebook Ads

1. Lower user intent compared to Google
2. Limited keyword targeting
3. Ad fatigue happens faster
4. Requires strong visuals and messaging

Which Platform is Better for Real Estate Agents?

The answer depends on your business goals, target audience, and stage in the funnel.

✅ Use Google Ads if:

1. You need high-quality leads quickly
2. You’re targeting people actively searching
3. You have a well-designed website with strong landing pages
4. Your market has strong search volume (urban, high-density areas)

✅ Use Facebook Ads if:

1. You want to build local awareness or brand visibility
2. You have engaging visual content or listings to showcase
3. You want to reach “future movers” before they start searching
4. You’re promoting an open house or event

The Winning Strategy: Use Both Together

Here’s where things get powerful.

Many successful real estate marketers combine both platforms strategically:

1. Use Facebook Ads to build awareness, collect leads through forms, and stay visible with retargeting.
2. Use Google Ads to convert users who are ready to take action.

For example, you can run a branding campaign on Facebook to build familiarity, and then retarget those users on Google when they start searching real estate keywords. This cross-platform approach boosts trust and conversions.

What About YouTube and Instagram?

If you’re already using Google and Facebook, you might also consider:

1. YouTube (via Google Ads): Great for longer video tours or testimonial content.
2. Instagram (via Facebook Ads): Perfect for high-end or visually stunning listings.

Both can complement your strategy and offer additional lead flow.

Real Results: Case Study

A Denver-based real estate team used this exact strategy:

• Ran Facebook video ads targeting first-time homebuyers
• Collected leads via in-app Facebook forms
• Set up a Google Ads search campaign targeting those same users searching terms like “best realtor in Denver” and “affordable homes near me”

In just 3 months, they increased conversions by 48% and reduced their cost-per-lead by 34%.

Final Verdict: Stop Choosing, Start Combining

If you're still choosing between Facebook Ads and Google Ads, you might be missing the bigger picture. They're not enemies—they’re tools. And when used together, they cover the full journey of a real estate lead: from awareness to action.

Both platforms have their strengths, and the smartest agents are using them in tandem to dominate their local market.

✅ Want to Maximize Your Ad Performance?

At Clikgini, we specialize in building custom advertising strategies for real estate agents—whether you're new to digital marketing or already running ads but not seeing results.

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Visit www.clikgini.com and let’s grow your real estate business together.