As a real estate investor, your goal is simple: find motivated sellers ready to offload their properties fast. But getting those leads means showing up where your audience is searching—or scrolling. That’s where Facebook Ads and Google Ads come into play. Both platforms can drive leads, but which one delivers the best bang for your buck? At Investor Nitro, we’ve spent years helping investors like you generate high-quality leads through digital marketing. Let’s break down the 8 key differences between Facebook Ads and Google Ads for real estate investors, so you can decide which platform wins for your business.
Audience Intent: Search vs. Scroll
Google Ads thrives on search intent. When someone types “sell my house fast in Dallas” into Google, they’re actively looking for a solution. This high-intent audience is ready to act, making Google Ads a powerhouse for capturing motivated sellers. A 2023 WordStream report shows that Google Ads for real estate keywords like “we buy houses” can have conversion rates as high as 15%.
Facebook Ads, on the other hand, are about scrolling behavior. People on Facebook aren’t necessarily looking to sell their house—they’re catching up with friends or watching videos. But with precise targeting, you can reach homeowners likely to be motivated sellers, like those facing financial stress or life changes. Facebook’s strength lies in building awareness and nudging people toward action.
Winner: Google Ads for immediate, high-intent leads. Facebook Ads for reaching sellers who don’t yet know they want to sell.
Investor Nitro Tip: Use Google Ads to capture urgent sellers and Facebook Ads to build a pipeline of future leads.
Targeting Capabilities: Precision vs. Demographics
Facebook Ads offers hyper-specific demographic targeting. You can zero in on homeowners by age, location, income level, or even life events like divorce or job loss. For example, you could target 40-65-year-olds in Fort Worth who own homes valued under $300,000 and recently searched for “debt relief.” Facebook’s Audience Insights tool helps Investor Nitro create custom audiences that match your ideal seller profile.
Google Ads focuses on keyword and location targeting. You bid on phrases like “cash home buyers” and set geographic boundaries, like a 15-mile radius around your city. Google also offers remarketing to re-engage website visitors, but its targeting is less granular than Facebook’s demographic options.
Winner: Facebook Ads for detailed audience segmentation. Google Ads for precise keyword-driven targeting.
Investor Nitro Tip: Combine both—use Facebook to target specific homeowner groups and Google to capture those actively searching.
Cost Per Click: Budget-Friendly or Premium?
Cost is a big factor for real estate investors. Google Ads typically has higher cost-per-click (CPC) rates for real estate keywords. According to 2023 Google Ads benchmarks, CPCs for phrases like “we buy houses” range from $5 to $15, depending on the market. This reflects the high competition and intent of searchers.
Facebook Ads generally have lower CPCs, often between $1 and $3 for real estate campaigns, per AdEspresso’s 2023 data. However, because Facebook users aren’t always ready to act, you might need more clicks to get the same number of conversions as Google.
Winner: Facebook Ads for lower upfront costs. Google Ads for higher-quality clicks that justify the price.
Investor Nitro Tip: Start with a $500 monthly budget on Facebook to test audiences, then scale Google Ads for proven markets.
Conversion Rates: Quality Over Quantity
Google Ads shines in conversion rates because it targets people already searching for solutions. Investor Nitro’s Google Ads campaigns for clients like Travis from Cash for Vegas Houses have seen 10-20% conversion rates for form submissions and phone calls. The downside? You’re competing with other investors for those clicks.
Facebook Ads often have lower conversion rates, around 2-5%, because you’re interrupting users rather than meeting an active need. But with compelling visuals and strong CTAs, like “Get a Free Cash Offer Today!”, you can boost conversions. Investor Nitro uses video ads on Facebook to showcase client testimonials, which have increased conversions by 15% for some campaigns.
Winner: Google Ads for higher conversion rates. Facebook Ads for scalable reach with the right creative.
Investor Nitro Tip: Optimize Facebook Ads with video or carousel ads to improve conversions, and pair with Google Ads for maximum impact.
Ad Format Flexibility: Visuals vs. Text
Facebook Ads offers dynamic ad formats—images, videos, carousels, and lead forms—that grab attention. A video showing a happy seller signing a cash offer can stop scroll-ers in their tracks. Facebook’s 2023 ad data shows that video ads have 30% higher engagement than static images. Investor Nitro crafts visually appealing Facebook Ads that reflect your brand and drive clicks.
Google Ads relies heavily on text-based ads, though you can add extensions like call buttons or site links. Display ads and remarketing banners offer some visual flair, but they’re less flexible than Facebook’s options. Google’s strength is in concise, keyword-driven ads that match search intent.
Winner: Facebook Ads for creative flexibility. Google Ads for straightforward, intent-driven messaging.
Investor Nitro Tip: Use Facebook’s video ads to tell your brand story, and keep Google Ads short and punchy with clear CTAs.
Speed to Results: Instant vs. Gradual
Google Ads delivers fast results. Once your campaign is live, you can start getting clicks and calls within hours. This makes it ideal for investors who need leads now. Investor Nitro sets up Google Ads campaigns that drive phone calls and form submissions in as little as 48 hours.
Facebook Ads take longer to gain traction. You need to test audiences, refine creatives, and build trust with users who aren’t actively searching. It can take 2-4 weeks to optimize a Facebook campaign for consistent leads, but the payoff is a steady stream of prospects.
Winner: Google Ads for quick wins. Facebook Ads for long-term lead nurturing.
Investor Nitro Tip: Launch Google Ads for immediate leads while building a Facebook campaign for sustained growth.
Scalability: Volume vs. Precision
Facebook Ads excels in scalability. With over 2.9 billion monthly active users (per Statista 2023), you can reach a massive audience and scale campaigns by increasing budget or targeting new demographics. This is great for investors looking to expand into new markets or build brand awareness.
Google Ads is more precision-focused. You’re limited by search volume for your keywords, which varies by market. For example, “sell my house fast” might have 1,000 monthly searches in Dallas but only 200 in a smaller city. Scaling Google Ads means bidding higher or targeting broader keywords, which can dilute quality.
Winner: Facebook Ads for scalability. Google Ads for targeted, high-quality leads.
Investor Nitro Tip: Use Facebook to test new markets and Google to dominate established ones.
Measuring ROI: Clear Metrics vs. Attribution Challenges
Both platforms offer robust analytics, but Google Ads provides clearer ROI tracking for real estate investors. You can track calls, form submissions, and even assign dollar values to leads based on your average deal size. For example, if a $100 lead turns into a $20,000 deal, your ROI is crystal clear. Investor Nitro’s campaigns have helped clients achieve 5x-10x ROI on Google Ads by focusing on high-intent leads.
Facebook Ads can be trickier to measure. While you can track clicks and form submissions, attributing a lead to a specific ad is harder due to the platform’s “scrolling” nature. Facebook’s 2023 attribution data suggests that up to 40% of conversions may come from delayed actions, like someone seeing your ad and calling a week later.
Winner: Google Ads for straightforward ROI tracking. Facebook Ads for broader brand impact.
Investor Nitro Tip: Use call tracking tools like CallRail with both platforms to measure phone leads accurately.
Which Platform Wins for Real Estate Investors?
The truth? It depends on your goals. If you need immediate, high-intent leads and have the budget to compete, Google Ads is your go-to. It’s perfect for capturing sellers who are ready to act, with higher conversion rates and clear ROI. If you’re focused on building a brand, reaching a wider audience, or testing new markets, Facebook Ads offers unmatched scalability and creative flexibility at a lower cost.
At Investor Nitro, we don’t make you choose. We combine both platforms for a hybrid strategy that maximizes leads and ROI. For example, we use Google Ads to capture urgent sellers and Facebook Ads to nurture prospects with engaging videos and remarketing. Our client, Travis from Cash for Vegas Houses, saw a 40% increase in leads after we implemented this approach.
Power Up Your Lead Generation with Investor Nitro
Ready to dominate your local market and fill your pipeline with motivated sellers? Investor Nitro, powered by Everyday Media Group, offers tailored marketing services for real estate investors. From lead generation and digital marketing to SEO and PPC, we’ve got the expertise to drive results. Our team is committed to transparency, positive ROI, and the best customer service in the industry.
