Real Estate Advertising Showdown: Google Ads vs Facebook Ads

 

The fiery debate rages on like Mayweather vs McGregor.

Google Ads or Facebook Ads - which platform should real estate professionals focus their marketing budgets on to capture more buyers and sellers in today's ultra-competitive market?

Opinions run passionate on both sides. The two advertising giants duel for top positioning as leading channels in digital real estate promotion.

Long-time industry veterans insist Google Ads are the undisputed king, capturing qualified buyers at the precise moment they search for homes online.

Upstart challengers argue Facebook is more effective for brand building, nurturing buyers through the early discovery process long before they ever start actively searching on Google.

One thing everyone agrees on? With online advertising eating up increasingly large slices of marketing budgets every year, optimizing your Google Ads and Facebook Ads strategy is more crucial than ever.

This is far more than just a spirited debate at the water cooler. 

The digital advertising platforms you invest budget into directly impact the new prospective buyers and sellers who will get to discover you and connect with your brand.

Choose poorly, and you risk losing visibility at the exact moments competing agents pop up prominently in the search results and social feeds your ideal clients rely on daily.

But make smart bets aligning your ad spend with your goals, and you gain an advantage capturing more prospects when they're eager and ready to engage.

In this in-depth real estate advertising showdown, we’ll examine:

  • What sets Google and Facebook apart for real estate marketing

  • When each platform excels (and falls short)

  •  Top ad optimization strategies and proven tactics for ads on Google and Facebook

  • How savvy marketers combine the two for an unstoppable 1-2 punch

But before that, here’s a quick run down on some of the best lead generation tools realtors should have in their arsenal in 2023:

So grab your favorite beverage, get comfortable, and let’s dive in!

 

Chapter 1The Quick Take: Pros and Cons of Using Google Ads vs Facebook Ads for Real Estate Advertising

Before diving into specific strategies, here’s the high-level rundown on the unique advantages of Google Ads and Facebook Ads for real estate:

Google Ads

Pros

  • Laser focus targeting active home searchers with immediate buying intent

  • Hyper-local targeting around specific neighborhoods and regions

  • Valuable search query data and insights based on exact keywords

  • High visibility for ads next to organic search results

Cons

  • Higher cost per click and impression

  • Steep learning curve and extensive setup time required

  • Intense competition for many prime keywords

Facebook Ads

Pros

  • Granular demographic and interest-based audience target

  • Builds awareness and nurtures buyers before active searches start

  • Lower cost per impression and click

  • Simpler ad creation and campaign setup

Cons

  • Users have less direct buying intent in the moment

  • Limitations targeting small hyper-local geographies

  • Less robust tracking and attribution capabilities

Both advertising heavyweights bring unique strengths to the table. The rest of this guide explores when each platform excels, plus proven tips for optimizing ad campaigns on Google and Facebook.

But first, let's break down the key factors for side-by-side comparison...

 
 

Chapter 2:Which Platform is Better for Promoting Real Estate Listings: Google or Facebook?

a picture of real estate listings for sale

Choosing between Google Ads and Facebook Ads for real estate marketing comes down to five main differentiating factors. 

Let's break down some of the key decision points in this classic real estate advertising platform face-off:

1. Buying Intent: Winner - Google 

Google searchers actively want to find real estate options right now. Queries like “homes for sale in Denver” signal immediate purchase intent from motivated users ready to pull the trigger.

In contrast, Facebook users tend to be there for entertainment and passive content consumption – not necessarily active real estate searches. This gives Google Ads an advantage for efficiently converting urgent buyers who are further down the purchasing journey.

2. Targeting Capabilities: Winner - Tie 

Both Google and Facebook offer robust targeting capabilities, but focus on different elements.

Google connects your ads to related local keywords and searches happening in the moment. Facebook’s treasure trove of data allows you to hyper-target buyer lifestyles, interests and demographics.

It’s apples and oranges, not better or worse. Each approach has unique upsides.

3. Ad Placements: Winner - Tie 

Google text ads appear prominently alongside search results, capturing attention as users scan for properties. Google Display creates a surround sound effect across thousands of sites.

Facebook ads feel native as they populate inside the constantly scrolling newsfeeds where people passively consume content.

Both achieve strong visibility for ads and engage users through different means.

4. Audience Mindset: Winner - Google 

Google searchers want information fast to make decisions now – higher urgency propels taking action. Many are ready to engage, tour or buy if the right home is found.

Facebook users lack that burning urgency. They casually consume content without immediate intention to purchase. More nurturing over time is needed.

This gives Google an edge tapping in-market buyers closer to converting immediately.

5. Costs: Winner - Facebook 

Clicks on competitive Google keywords can range from a few bucks to $50+, quickly eating budgets.

Facebook offers flexible impression-based bidding often as low as $7 per thousand to reach broader audiences. Less risk upfront before optimizing for clicks and conversions.

Although Google may convert high-intent searchers faster, Facebook provides a more budget-friendly option for reaching a wider audience. Ultimately, the choice between the two platforms depends on your campaign goals and ideal buyers.

Now let's explore proven ad strategies and best practices for each platform...

 
 

Chapter 3:Google Ads for Real Estate: Converting Active Home Searches

The image shows a line graph with a sharp curve toward the end, representing the concept of a growing Youtube relevance

Capitalizing on hyper-targeted local searchers is Google Ads' superpower. Here are tips for optimizing Google campaigns:

Ruthlessly Local Targeting is Critical

First things first - precision location targeting is absolutely essential. Focus your ads and keywords exclusively on high-intent searchers actively house hunting in specific neighborhoods, zip codes or suburbs. 

Don't fall into the trap of casting a wide net across a whole city or state. 

Stay laser-focused only on your hyper-local farm areas and ignore irrelevant outer regions completely. 

This geographic precision triggers your ads precisely when nearby prospects show signs of serious purchase intent.

Match Ad Messaging to Buying Stage

Now that geography is dialed in, you need to make sure your messaging matches their exact stage in the buyer's journey. Here are some questions to ask:

  • Are they casually browsing broad home styles and locations? 

  • Have they narrowed their search down to a few preferred neighborhoods? 

  • Are they ready to schedule tours of specific listings they love? 

Tailor your ad copy and landing pages to align with each micro-stage. Guide searchers seamlessly through your sales funnel by meeting buyers where they are right now.

Theme Ad Groups Around Related Keywords

Here's another pro tip - divide keywords into tightly themed Ad Groups around topics like "Recently Sold Homes", "New Construction", "Fixer Upper", "Downsizing" and so on. 

Keep the ad copy hyper-relevant to each keyword theme. Now you're micro-targeting both geographically and by granular search behavior.

Lean Heavily on Search Query Data

But the real gold comes from relentlessly digging into search query data. Google's Search Term Report exposes the literal phrases driving conversions. 

Analyze continuously to uncover gems like "homes for sale walkable to beach" that you can target more of. This intelligence is what wins the day.

Relentlessly Refresh Your Ads

And even the best ads go stale without freshness. 

Be sure to rotate new high-performing ad variations in regularly to keep engagement up. 

And steadily expand your keywords over time to widen the net.

Spotlight Listings in Display Ads

Last but definitely not least, you need rock-solid tracking. Connect phone calls and form fills back to the source ads and keywords that kickstarted the conversion. Then double down on what truly works.

Track Calls and Form Submissions

Master hyperlocal targeting, align messaging, optimize to real search data, refresh creatives, leverage display and track conversions. 

 
 

Chapter 4:Facebook Ads Strategies: Nurturing Audiences Long-Term

a pair of hands holding up a sproutling on soil, representing the concept of lead nurture

While Google grabs searchers ready to buy now, Facebook nurtures relationships over time playing the long game. Let me share some savvy ways to maximize Facebook's brand building powers:

Lookalike Audiences Uncover Hidden Gems

Lookalike Audiences are one of Facebook’s secret weapons. These build new custom audiences modeled after your current customers’ demographics and interests. It’s a goldmine for uncovering more buyers with common attributes to your best customers.

Remarketing engages past website visitors while they browse elsewhere online, keeping your brand top of mind until they are ready to re-engage. Don't let them forget you!

Captivate Fans with Engaging Video

Video ads have the highest engagement on Facebook. Immerse audiences in virtual tours, neighborhood highlight reels, agent bios, and listing walkthroughs. Video storytelling converts.

Target Likely Sellers and Move-Ups

Strategically target likely seller demographics based on life stage and events like retirement, empty nesting and job relocations. Pitch inventory listings and market expertise.

Generate Instant Leads From Ads

Reduce friction and capture more leads instantly by embedding lead gen forms right in Facebook ads. Prospects can contact you without leaving Facebook.

Sequence Ads by Buyer Stage

Guide buyers on a sequential ad journeys tailored to each stage from initial discovery and exploration through comparison shopping and final decision-making. Meet them where they are.

Retarget Website Visitors

Remarketing also helps keep your brand top of mind with previous website visitors until they are ready to re-engage. Stay on their radar!

The most effective marketers combine Google and Facebook Ads to engage audiences across the entire buyer’s journey - Google for urgent searchers now, Facebook for nurturing future buyers over time.

Some ways they complement each other:

  • Google efficiently converts motivated searchers ready to buy/sell immediately

  • Facebook nurtures future buyers/sellers through brand building first

  • Promote listings on Google Search to interested hyper-local audiences

  • Build Custom Audiences on Facebook from your website visitors

  • Retarget engaged searchers across devices through the Facebook Audience Network

  • Unify lead forms, tracking and phone numbers across platforms

 
 

Chapter 5:Optimization Best Practices for Better Performance

A graph showing the number of clicks and impressions on a website, representing website traffic data.

Follow these best practices to maximize the performance of your Google Ads and Facebook campaigns:

  1. Continuously test ad creative through A/B and multivariate testing. Relentlessly experiment with headlines, visuals, videos, copy and formats to boost engagement and conversions. Split testing is your friend!

  2. Obsess over Google Quality Scores and Facebook Relevance. These heavily influence ad costs and placements, so improving them directly impacts performance. Monitor them closely!

  3. Frequently dig into search query reports. Identify your most converted keywords then adjust targeting strategies accordingly over time. Optimization is an ongoing process.

  4. Align campaigns to seasonal market fluctuations. Coordinate bidding, budgets and promotions to match weekly and monthly variations in search volume and traffic. Capitalize on seasonality!

  5. Install proper tracking pixels and parameters. Accurately attribute ad spend to the leads and sales generated. Prove the ROI!

  6. Aggressively prune low-quality keywords that burn budget without delivering. Narrow down your targets and audiences for better results. Stay ruthless!

  7. Maintain tight alignment between bids and target cost per click. Don't overpay just trying to win auctions. Keep things efficient.

  8. Continuously refine targeting based on updated buyer/seller profiles. Assess regularly and optimize campaigns according to the latest performance data.

  9. Allow time for new campaigns to accumulate algorithm learning and data before judging performance. Patience grasshopper!

By relentlessly honing these optimization fundamentals, you’ll maximize the potential of Google Ads and Facebook for real estate.

 
 

Chapter 6:11 More Facebook and Google Ads Tips for Enterprising Advertisers

A map with a bunch of red pins, representing the concept of local targeting

1. Local Targeting Strategies

Dialing in hyper-local targeting is absolutely essential for real estate marketers on both Google and Facebook. No matter how amazing your ad creative and messaging may be, poorly targeted ads directly to spam and wasted ad spend.

Let's explore some proven advanced local targeting tactics to help your Google and Facebook campaigns laser focus on the neighborhoods, zip codes and cities that matter most for your business:

On Google Ads:

  • Tight radius targeting around a specific landmark, office or open house location helps hone in on ready-to-engage prospects within a 5-15 mile radius.

  • Precise city and zip code targeting concentrated exclusively on the key neighborhoods and suburbs you specialize in prevents straying into irrelevant outer regions unlikely to convert.

  • Savvy use of location exclusions to remove random far away low-quality clicks from other states guarantees localized relevance and eliminates accidental budget waste.

  • Smart ad scheduling aligned with drive time audiences in various radii makes sure your ads appear at key commuting hours when searchers are planning their routes.

On Facebook:

  • Location targeting focused at the broader city or DMA level allows casting a wide initial net to identify promising areas worth delving into.

  • Facebook's Location Detail targeting by zip code and radius helps hone in hyper-locally once core neighborhoods of focus are determined. Availability limited.

  • Targeting users who live in or who have recently visited locations through their mobile devices and check-ins ensures you reach both locals and interested visitors.

  • Lookalike Audiences modeled after your current customers located in specific areas expands your reach to find even more prospects in your ideal neighborhoods.

2. Optimizing Ad Creative

Compelling and refreshing ad creative is absolutely vital for cutting through the relentless noise on both Google and Facebook. Generic stale ads will simply blend into the background. Follow these essential tips for optimized creatives that engage and convert:

  • Conduct regular split tests of ad headlines, visuals, videos, copy and formats against each other through A/B and multivariate testing. This ruthlessly identifies what resonates most with your audiences.

  • Take the time to align customized creatives specifically to each individual campaign objective and target audience. A one-size-fits-all approach won't move the needle.

  • Continuously refresh your image assets and video creative frequently to combat inevitable creative fatigue. Don't just set and forget. Add new creatives into the mix.

  • For Facebook video ads in particular, use enticing thumbnail images that capture attention and interest in the News Feed. This increases chances of viewers actually clicking through.

  • Highlight your unique brand differentiators and personality creatively through words, fonts and visual aesthetics tailored specifically to your brokerage.

  • Focus your ad copy on emphasizing emotional benefits like security, family, community and belonging. These psychological drivers often trigger engagement and conversions more than facts alone.

3. Retargeting Strategies

a cartoon realtor being surrounded by smaller circles with different individuals, representing the concept of lead retargeting

Retargeting helps keep your brand top of mind with previous visitors even after they leave your website by following them across channels. Some proven tactics include:

  • Remarketing to website visitors through relevant ads both on Google and Facebook. This reminds them of their previous interest across the web.

  • Building Custom Audiences on Facebook specifically from your current contacts and leads lists. This allows presenting tailored messaging to nurture existing relationships.

  • Using Google Customer Match to serve highly targeted paid search ads on Google only to your searches from known existing customers. Limiting waste from random searches.

  • Placing the Facebook pixel and Google remarketing tag across your website to enable tracking all site visitors for retargeting. Don't leave money on the table.

  • Excluding recent site visitors from broad cold prospecting ads. This prevents wasting ad spend on those already engaged with your brand.

  • Creating differentiated sequential ad journeys tailored for each audience segment's level of prior experience and engagement with your brand. Meet them where they are.

4. Audience Expansion

Growing your reach through thoughtful audience expansion tactics helps uncover more potential buyers and sellers hiding in plain sight. Some proven approaches include:

  • Using Facebook's Lookalike Audiences modeling to find brand new prospects with common demographic and interest attributes to your current customers. This predicts who may be likely future customers.

  • Expanding beyond your core target profiles to interest-based and demographic targeting pools proven to align well with your ideal buyer and seller personas. A bigger pool yields more fish.

  • Running special awareness campaigns broadly targeted further up the marketing funnel specifically focused on nurturing new audiences in the early discovery and exploration phases when they need to be introduced to you.

  • Testing incremental radius targeting expansions of 1-2 mile increments on Google around your core current geography. This allows seeing if buyers exist just outside your current zones.

  • Thoroughly analyzing the detailed demographic, interest, and behavioral traits of your existing customer base for any illuminating common patterns worth targeting more of. Knowledge is power here.

  • Exploring Google Similar Audiences to extend your existing high-performing search campaigns by finding searchers exhibiting similar patterns to ones that already convert for optimal overlap.

5. Conversion Tracking Strategies

Proper conversion tracking provides the crucial insights you need to accurately optimize campaigns and prove definitive ROI. Some essentials:

  • Install UTM campaign tags for every ad platform, campaign, medium etc. so you can track back attribution through the customer journey across ads, landing pages, emails and links. This connects dots through the purchase process.

  • Set up dedicated goals in Google Analytics for each type of key action you want to drive - like contacts, signups, downloads, purchases etc. so you can assign progress values to these conversions as they occur.

  • Use the backend integration capabilities of Google Ads and Facebook Ads to track conversions from phone calls, form fills, email signups, purchases and more. This automatically logs conversions directly from ads.

  • Connect and unify Google Analytics to both Google and Facebook Ads through their APIs so all data and attribution is in one dashboard. No reporting silos.

  • Closely analyze keyword and ad performance specifically looking at assisted conversions. See what top landing pages, referrers and campaigns influence conversions prior to the final converting session.

  • Optimize campaigns, budgets and bids towards the platforms, placements and keywords definitively driving your desired conversions rather than vanity metrics like impressions and clicks that lack direct value.

6. Audience Research Tips

a magnifying glass hovering over a large group of people representing the concept of audience research

Directly researching your target audiences provides invaluable first-party knowledge for refining targeting and personalization. Some proven tactics include:

  • Running quick surveys, polls and questionnaires collecting intelligence straight from your current clients and website visitors. Listen to the voice of your real customers.

  • Analyzing the detailed demographics, interests, behaviors, motivations and pain points of your customers and prospects for any helpful common patterns worth aligning your messaging with. Appeal to these needs.

  • Monitoring audience demand changes and breakouts on platforms like Facebook Audience Insights and Google Trends. This identifies new opportunities to capitalize on emerging interests in real-time.

  • Have candid conversations with current clients about exactly what messaging originally motivated them to engage, convert and buy. Then craft more content that speaks to those pain points.

  • Pay attention to social listening on important channels like Facebook and Twitter for any relevant discussions from followers, competitors or industry voices worth reacting to. Be part of the conversation.

  • Develop highly detailed buyer and seller personas synthesizing insights from first-hand customer research to guide strategy. Make data-driven decisions.

7. Aligning Campaign Objectives with Platforms

Choosing the right platform for each campaign objective sets you up for success. Here are some recommended alignments:

Better suited for Google Ads:

  • Promoting open houses specifically to users searching for related local event keywords and queries.

  • Driving sign ups for property alerts, saved searches and listing notifications from motivated users already actively looking for homes in an area.

  • Capturing buyers interested in extremely specific niches and listing criteria like waterfront homes under $1M or fixer uppers with over 5 acres of land.

  • Getting highly detailed and address specific listings in front of interested hyper-local searchers looking in that immediate area.

  • Targeting urgent straight-to-the point transactional searches like "schedule a home viewing" that indicate readiness to immediately convert.

Better suited for Facebook Ads:

  • Building general brand awareness across a broader region by broadly targeting large metro areas and counties. Cast a wide net.

  • Engaging buyers much earlier in their research process when they are consuming content more passively. Warm up cold audiences.

  • Educating and assisting potential first-time home buyers just starting their journey through tips, checklists and guiding content.

  • Promoting expertise in very specific property types like luxury, land, vacation rentals etc through dedicated niche content campaigns.

  • Re-engaging past recent listing visitors who are now likely buyers themselves through targeted remarketing. Stay top of mind.

8. Creative Optimization Checklist

A still of an ad showing a silhouette of a family walking into the sunset while holding hands, representing the idea of highlighting emotional benefits like family in real estate advertising

Follow this comprehensive creative optimization checklist covering all key bases for ads on both Google and Facebook:

  • Conduct regular iterative A/B split testing of individual ad elements like headlines, descriptions, images, calls-to-action etc. to see what resonates best.

  • Ensure cohesive creative alignment between the actual ad assets and the landing page someone clicks through to. No confusing misdirection.

  • Frequently refresh image assets and video creative with new content to maximize impact as old creatives inevitably suffer declining performance due to fatigue.

  • For Facebook video ads, use dynamic eye-catching thumbnail images that capture attention in the News Feed and drive clicks.

  • Feature your unique brand differentiators prominently within the copy, visuals and overall style of the ad creative. Stand out.

  • Strike a balance between clear marketing messaging and purely helpful educational content within each ad's copy and assets. Overly promotional turns people off.

  • Prioritize highlighting emotional benefits like family, community, belonging, comfort, and nostalgia that connect on a heart level beyond facts and figures alone.

  • Maintain consistent brand identity and style across all visual creative assets including colors, logo placement, fonts, imagery, and video tone. Build recognition.

  • A/B test multiple different calls-to-action within ad copy and creatives to identify which prompt increases in engagement and conversion rates.

9. Top Ad Content Tips

Here are some key tips for crafting great ad content that educates audiences while feeling engaging, urgent and relevant:

  • Open ads by directly addressing the common pain points, concerns and questions your audience has when it comes to real estate. This draws them in by showing you understand their situation.

  • Share little-known helpful insights, stats and facts around local market conditions and trends tailored specifically to each geography you serve. This demonstrates your expertise.

  • Sprinkle in interesting localized statistics, data points and real-life examples of how you've solved problems for past clients in their area. This builds credibility through social proof.

  • Focus your copy on emphasizing the core benefits you offer like saving people money, time, stress, and effort throughout the transaction. These are universal motivators.

  • Visually outline the step-by-step process new home buyers and sellers should expect to go through in simple terms. This provides value upfront and builds trust.

  • Educate and warn against the most common costly mistakes you see people make when buying and selling homes. Describe how you help clients avoid these pitfalls.

  • Provide tailored recommendations of specific trusted service providers and partners that align with audience needs like lenders, home inspectors etc. This demonstrates your experience connecting clients with the right local experts.

  • List off the most important questions every buyer or seller should be asking before signing contracts or making offers. Give them the insider knowledge they need to make informed decisions.

  • Give local lifestyle recommendations showcasing popular area amenities, activities, attractions and hidden gems making your region an appealing place to call home. Help them imagine their future day-to-day experience living in a new community.

  • Feature relatable targeted testimonials from past clients describing how you made their home sale or purchase process smoother, easier and less stressful. Social proof goes a long way.

10. Building Trust and Value Throughout the Funnel

people surrounding a large funnel representing the concept of real estate sales funnel

The most effective marketers think beyond promotional ads alone and focus on adding tangible value at every step of the consumer's journey, not just conversion. Some ideas:

  • Publish helpful informational blog articles and social media posts covering topics that attract and assist potential new audiences of buyers and sellers.

  • Create free educational gated resources like local market guides, home buyer checklists, moving timelines etc. that provide value in exchange for opt-ins to nurture as leads.

  • Focus any retargeting ads on staying helpful and top of mind, not just hard-selling. For example, sending open house invites or relevant market updates.

  • Nurture new leads through email and text-based campaigns focused on providing authentic value, not spam. Share hyperlocal tips, timely advice and recommendations.

  • Send direct mailers with helpful market reports, insider tips on buying/selling and guides featuring local attractions and amenities.

  • Offer free giveaways and contests for tangible resources current prospects find valuable like custom neighborhood market reports, restaurant guides and VIP home concierge services.

  • Host in-person seminars, workshops and local community events to build genuine relationships and connections, not just extract leads.

The more value you focus on providing, the more credibility, trust and authority you build with audiences at each stage of their journey.

11. Optimizing Landing Pages

Optimized landing pages are essential for converting interested ad clicks into leads and customers. Some tips:

  • Create separate customized landing pages tailored specifically to each individual ad campaign, audience segment and offer. Segmentation is key.

  • Prominently showcase your desired call-to-action above the fold using contrasting colors, sizes and placement that draw the eye instantly to the action you want visitors to take.

  • Ensure the landing page headline, subheads and messaging aligns closely with the actual ad copy that visitors clicked through from initially. No confusion.

  • Highlight your unique value propositions, differentiators and benefits prominently on the landing page to reinforce what sets you apart.

  • Craft page headlines and subheads focused on communicating the core value visitors will receive, not just company slogans. Benefit-driven hooks engage.

  • Prioritize including social proof elements like customer testimonials, ratings and reviews that instill trust and credibility in your abilities.

  • Remove unnecessary navigation links and design elements on landing pages to minimize distractions and keep the focus solely on converting through your desired call-to-action.

  • Continuously monitor and optimize landing page content to maximize engagement, click-through-rates and conversion performance. Refine over time.

  • Add lead gen chat bots, phone call-to-action clicks and forms directly on the landing page to capture contacts while interest is still hot. Make conversion seamless.

The greater the alignment and seamless user experience between your ads and landing pages, the higher quality leads and conversions you will generate.

 
 

Chapter 7:The Verdict: Should You Prioritize Google or Facebook?

two small robots representing Google and Facebook battling it out

In today's digital real estate arena, most professionals simply can't afford to fully ignore either Google Ads or Facebook Ads. 

Today's homebuyers journey across platforms, researching listings, exploring neighborhoods, and engaging brands through multiple online touchpoints. 

You need a coordinated approach across both Google and Facebook to effectively capture, nurture and convert prospects in 2023. However, with limited budgets, prioritizing time and ad spend is crucial. So which platform should take top focus?

For newer agents and teams focused on driving quick cost-effective conversions, Google Ads may deserve precedence. 

Facebook can take extensive testing to dial-in profitable targeting and creatives. Google's qualified searchers convert faster and simpler.

Established brands with plenty of leads may gain more impact from expanding reach and awareness through Facebook’s granular interest-based audiences, Lookalikes, and Custom Audiences.

Of course, factors like your market, clients, competition, and team skills also influence the ideal mix.

Rather than an either/or approach, often the best strategy is applying Google and Facebook together synergistically to attract and nurture prospects across the sales journey.

Here are three proven structures for incorporating both:

  1. Top Funnel Facebook, Lower Funnel Google. Allocate budget for awareness and leads on Facebook. Supplement with Google Ads focused solely on converting warmed up sales-ready searchers.

  2. Google Primary, Facebook Remarketing. Make Google Ads your lead gen workhorse. Use Facebook remarketing to stay top of mind with past prospects.

  3. Balanced Google and Facebook Ads. Pursue both awareness and conversions in tandem on Facebook and Google. Tailor messaging and offers to each platform’s unique audiences and capabilities.

  4. The ideal split depends on your specific priorities and strategy. Focus on allocating budget and time in ways that allow Google and Facebook to complement each other across the entire sales funnel.

Test results continually and let direct response data guide your optimal mix. With the right strategic combo, Google and Facebook together provide a flywheel delivering continuous real estate leads and sales.

The Bottom Line

Let's cut to the chase: should you focus more on Google Ads or Facebook Ads for real estate? 

The honest truth is it depends. 

There's no one-size-fits-all answer. The ideal mix requires a thoughtful, data-driven approach tailored to your specific business goals, offerings, and market dynamics.

But after dissecting their unique strengths, here are our key conclusions:

  1. Google Brings Higher Intent Traffic. Google searchers actively look for real estate listings, agents, loans - they're primed for immediate action. Facebook reaches more people casually browsing, so leads take more nurturing into sales. For urgent conversions, Google still rules.

  2. Both Play a Brand-Building Role. It's easy to pigeonhole Google as direct response and Facebook as branding. But utilized strategically, both platforms shape awareness and nurture long-term relationships across touchpoints. Blend for maximum impact.

  3. Facebook Allows More Targeting Creativity. Google has grown its targeting features, yet Facebook remains the king of ultra-granular audience segmentation and pioneering ad formats. For tailored reach to cold audiences, Facebook is a marketer's sandbox.

  4. Google Leads in Tracking Conversions. Robust analytics and attribution clearly tie Google Ads to core KPIs like contacts and tours generated. Facebook focuses more on vanity metrics like impressions. For optimizing direct response, Google simplifies.

  5. Together They Offer Synergy. In tandem, Google's urgency and Facebook's breadth nurture awareness across purchase stages. Like thunder and lightning, the platforms can strike in harmony when strategically orchestrated.

  6. Competitiveness May Swing Efforts. In hotly contested markets, expanding reach efficiently through Facebook may provide better marginal returns than pricy Google bids. But less competition favors Google's laser targeting.

Google and Facebook are more similar than some think. But the nuances above inform smart channel strategies. Regularly test assumptions and approaches to align campaigns for maximum impact.

The platforms work better together. Measure, optimize and let the data guide your ideal mix of Google Ads and Facebook Ads.

 
 

Get the Best of Both Worlds:Generate Top Notch Leads with Ylopo on Google and Facebook

As a real estate agent, you may feel torn choosing between investing in Google Ads and Facebook Ads. Conventional wisdom says Google yields higher quality yet Facebook offers better targeting and branding. But what if you could get exceptional leads from both platforms?

That’s exactly what Ylopo’s technology achieves.

Ylopo’s customized lead generation forms and messaging ensure you capture high-value leads on Facebook on par with Google’s quality. How?

Dynamic Lead Forms – Ylopo’s 20+ question registration forms qualify and segment Facebook leads based on preferences and intent. You immediately identify serious buyers and sellers.

Targeted Ad Messaging – Ylopo optimizes ad copy and creatives to resonate with audiences, driving more conversions.

The result? You get incoming motivated leads without sifting through low-quality contacts.

Ylopo also harnesses the exclusive intent-based traffic of Google Ads using proprietary, automated PPC technology. You get an instant influx of buyers actively searching for listings in your area.

And Ylopo’s AI lead assistant nurtures every lead until sales ready, so you focus only on high-value conversations.

Stop wasting time on unqualified leads. Benefit from Ylopo’s equalization of lead quality across Google and Facebook. Gain an advantage with exclusive, motivated prospects.

See for yourself how Ylopo can help you:

  • Generate more high-intent, sales-ready leads across Google and Facebook

  • Create customized, high-converting ad campaigns and lead forms

  • Automate lead nurturing and prioritization

  • Focus only on real, promising prospects

Take control of your lead generation pipeline. Schedule a free demo today.

About the Author

Aaron “Kiwi” Franklin

Head of Growth