Comparing Google Ads vs. Facebook Ads for Marketing

Online advertising continues to evolve. Currently, two of the most widely used platforms are Google Ads and Facebook Ads. Each plays a significant role in how businesses reach and influence their audiences.

This article explains how Google Ads and Facebook Ads work, how they differ, and what marketers can expect when using either—or both. It is based on current performance data, trends in user behavior, and the latest practices in digital marketing.

Understanding the structure, targeting, and costs behind these two platforms is essential for marketers comparing Facebook vs. Google ads. This section begins with the basics.

What Are Google and Facebook Ads?

Google Ads is a digital advertising platform that allows businesses to show ads on Google Search, YouTube, and websites in the Google Display Network. These ads appear when users enter specific keywords into Google or browse websites that are part of Google’s ad network. Google Ads uses a pay-per-click (PPC) model, where advertisers are charged when users click on their ads.

Facebook Ads is part of Meta’s advertising platform. It allows businesses to display ads across Facebook, Instagram, Messenger, and the Meta Audience Network. Facebook Ads are shown to users based on interests, demographics, behaviors, and other data collected by Meta. Ads can appear in users’ feeds, stories, or within apps and websites connected to Meta.

Google and Meta are the two largest players in the digital advertising market. Google Ads leads in search advertising, while Facebook Ads dominates social media advertising.

How Do Costs Compare Between Facebook and Google Ads?

When comparing Facebook vs Google ads, understanding the cost differences is crucial for making smart budget decisions and to optimize your real estate marketing strategy.

Average Cost-Per-Click (CPC)

Google Ads typically has higher CPCs because people using Google are actively searching for something specific. Facebook users aren’t necessarily looking to buy anything when they see your ad.

• Real Estate Industry: Google Ads average $2.70 per click while Facebook Ads average $1.10
• E-Commerce: Google Ads average $1.70 per click while Facebook Ads average $0.80
• Financial Services: Google Ads average $3.50 per click while Facebook Ads average $1.30

The minimum daily budget for both platforms is flexible. You can start with as little as $5 per day on Facebook and similar amounts on Google, though competitive industries like real estate often require higher budgets to see meaningful results.

Cost-Per-Thousand-Impressions (CPM)

CPM measures how much you pay for 1,000 people to see your ad. This is often used for brand awareness campaigns.

Facebook generally offers lower CPMs because:

• Users spend more time scrolling through content
• The platform has more ad space available
• Ads blend naturally with organic content

For real estate advertisers, Facebook CPMs average around $6.50 while Google Display Network CPMs average closer to $9.80.

Return On Ad Spend (ROAS)

ROAS measures how much revenue you generate for each dollar spent on ads. This varies significantly based on your goals and industry. Marketers can further boost returns with real estate ads that convert.

Google Ads typically delivers higher ROAS for:

• Direct response campaigns
• Services people actively search for
• Bottom-of-funnel conversions

Facebook Ads often performs better for:

• Brand awareness
• Audience building
• Top-of-funnel engagement

How Targeting Works on Google vs. Facebook

The biggest difference between these platforms is how they connect advertisers with potential customers.

Google: Search Intent Targeting

Google Ads works primarily through keywords. When someone searches for “homes for sale in Phoenix” or “real estate agent near me,” they’re showing clear intent. Google Ads lets you appear exactly when people are looking for what you offer.

Google’s targeting options include:

• Keywords (what people search for)
• Location (where people are or are interested in)
• Demographics (age, gender, household income)
• Devices (mobile, desktop, tablet)
• Time of day (when your ads appear)

Facebook: Demographic and Interest Targeting

Facebook doesn’t rely on what people are searching for. Instead, it uses what it knows about people, such as their interests, behaviors, and demographics. This lets you reach people based on who they are rather than what they’re actively looking for.

Facebook’s targeting options include:

• Demographics (age, relationship status, education)
• Interests (pages liked, topics followed)
• Behaviors (purchase history, device usage)
• Life events (recently moved, new job, engagement)
• Custom audiences (your email list, website visitors)
• Lookalike audiences (similar to your existing customers)

This fundamental difference affects when and how people see your ads. Google users are actively seeking information, while Facebook users discover your ad while browsing social content.

Google Ads Strengths and Limitations

Google Ads excels at connecting with people who are actively looking for solutions. This makes it powerful for capturing high-intent leads. For more insights, see how agents use Google Ads effectively.

Key Strengths

Google Ads gives you immediate visibility when people search for relevant terms. For real estate professionals, this means appearing when someone searches “homes for sale in [city]” or “real estate agent near me.”

The platform offers various ad formats:

• Text ads in search results
• Shopping ads with images and prices
• Video ads on YouTube
• Display ads across partner websites

Google’s integration with Maps, YouTube, and Gmail means your ads can appear across multiple touchpoints in the Google ecosystem.

Notable Limitations

The competition for popular keywords can be intense, especially in real estate. This drives up costs and makes it harder for smaller businesses to compete on broad terms.

Google Ads also has a steeper learning curve than Facebook. Understanding match types, quality scores, and bidding strategies takes time and testing.

The platform works best when people already know what they’re looking for. It’s less effective for creating demand or introducing new concepts.

Facebook Ads Strengths and Limitations

Facebook Ads excel at reaching specific audiences based on detailed targeting options. This makes it ideal for building awareness and engaging potential clients through Facebook marketing for real estate agents.

Key Strengths

Facebook’s targeting is unmatched in its detail. Your ads can reach people based on interests, behaviors, and life events that signal they might need real estate services, such as:

• Recently engaged couples
• People who recently started new jobs
• Users who have shown interest in moving or home improvement
• Parents with growing families

The visual nature of Facebook and Instagram makes these platforms perfect for showcasing properties. Video tours, high-quality photos, and interactive carousel ads help properties stand out.

Facebook’s lower average cost makes it accessible for testing different messages and audiences without large budgets.

Notable Limitations

Facebook users aren’t actively searching for real estate. They’re scrolling through updates from friends and family, which means your ad interrupts their social experience.

Privacy changes have limited some targeting options and made tracking conversions more challenging. Apple’s iOS updates have particularly impacted how advertisers can track user actions across apps and websites.

Ad fatigue also happens faster on Facebook. People see many ads while scrolling, so your creative needs frequent refreshing to maintain performance.

Choosing the Right Platform for Real Estate Marketing

The best platform depends on your specific goals, budget, and where your potential clients are in their buying journey.

For Immediate Lead Generation

Google Ads works best when people are actively searching for real estate services. Use it when you want to:

• Capture leads from people searching for properties in your area
• Promote specific listings to interested buyers
• Target people searching for “real estate agent near me”

For example, a real estate agent in Miami might target keywords like “Miami waterfront condos” or “best real estate agent in Coral Gables” to capture high-intent leads.

For Building Awareness And Relationships

Facebook Ads excel at introducing your services to people who might need them in the future. Use it when you want to:

• Build your brand in a specific neighborhood
• Showcase your expertise with valuable content
• Target people likely to move based on life events

A real estate team might use Facebook to promote neighborhood guides, market reports, or first-time homebuyer workshops to build relationships before people are ready to buy or sell.

For Local Marketing Campaigns

Both platforms offer strong local targeting options. Google lets you target specific zip codes or radius around locations. Facebook lets you target people who live in or recently visited certain areas.

Local real estate professionals can use this targeting to become the go-to expert in specific neighborhoods or communities by applying hyperlocal real estate marketing strategies.

Why You Should Consider Using Both Platforms Together

The most effective real estate marketing strategies use both Google and Facebook Ads as complementary channels rather than competitors.

Creating a Full-Funnel Approach

Each platform serves different stages of the client journey:

• Facebook builds awareness and interest (top of funnel)
• Google captures active searches (bottom of funnel)

For example, you might use Facebook to promote a neighborhood guide to people who recently moved to your city. Later, when they search for “homes for sale in [neighborhood],” your Google Ad appears, creating multiple touchpoints.

Retargeting Across Platforms

One powerful strategy is using both platforms for retargeting:

1. Capture initial interest with Facebook Ads
2. Retarget those visitors when they search on Google
3. Bring Google visitors back with Facebook retargeting

This cross-platform approach keeps your brand visible throughout the decision process, which can take months for real estate transactions.

Consistent Messaging Across Channels

When using both platforms, maintain consistent branding, messaging, and offers. For real estate professionals, this might mean promoting the same property or service across both platforms with similar imagery and messaging, but adapted to each platform’s format.

Recommendations for Real Estate Marketers

Based on current trends and performance data, here are practical recommendations for real estate professionals using these platforms:

1. Start with your goals: Use Google Ads for immediate lead generation and Facebook for brand building and audience development.
2. Allocate budget strategically: For most real estate businesses, a 60/40 split between Google and Facebook works well, with adjustments based on performance.
3. Use platform-specific features: Take advantage of Google’s local service ads and Facebook’s property listing formats designed specifically for real estate.
4. Track results properly: Use UTM parameters and a CRM system to understand which platform delivers the highest quality leads and best ROI. Learn how to measure real estate website ROI for ongoing optimization.

AgentFire’s website platform integrates with both Google and Facebook advertising, making it easy to track leads and measure results across platforms. Our tools help real estate professionals create landing pages optimized for both platforms and capture leads effectively.

To learn how AgentFire supports real estate success with digital advertising, schedule a demo.

FAQs About Facebook Ads vs. Google Ads

Which platform delivers cheaper leads for real estate agents?

Facebook Ads typically deliver cheaper leads for real estate agents, with costs averaging 30-50% less per lead than Google Ads, though Google leads often show higher intent and conversion rates.

How much should a real estate agent spend monthly on digital ads?

Real estate agents should budget between $500-$2,000 monthly for digital ads, starting with $300-$500 for testing, then scaling based on performance metrics and lead quality.

Can I target specific neighborhoods with both advertising platforms?

Yes, both platforms allow targeting specific neighborhoods – Google through location targeting and radius settings, and Facebook through zip code targeting, address-based targeting, and custom geographic areas.