# Facebook ads vs Google ads for real estate

> Google ads catch people searching for a flat now. Facebook ads find buyers who are not searching yet. Which to use for leads, rules to know, and an example.
- **Author**: Marxx
- **Published**: 2026-11-07
- **Category**: Channels
- **URL**: https://marxx.ai/library-compare/facebook-ads-vs-google-ads-for-real-estate

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Google ads reach people who are searching for a flat or plot now. Facebook ads, which also run on Instagram, reach people who are not searching yet and give you lead forms and visuals. For a new project, test both. Judge them by site visits and bookings, not by cost per lead.

## Side by side

| | Google ads | Facebook ads (Meta) |
|---|---|---|
| Buyer is | Searching for a locality or type | Scrolling, not yet searching |
| You win with | The right search terms and a clear offer | Strong visuals, such as a carousel of the property |
| Lead capture | Landing page or call | Lead ads: an instant form inside the app |
| Special rules | Check Google's policies | Declare a special ad category for housing |
| Best for | People ready to visit | Launches, awareness, wide reach |

## What Meta says

Meta's help centre says [lead ads](https://www.facebook.com/business/help/435270316658768) collect contact details through an instant form. It suggests keeping the form short, adding prefill questions, and connecting your CRM. It also lists a carousel as a way to [showcase property](https://www.facebook.com/business/help/773889936018967).

Meta's developer docs say every new campaign must set the special ad categories field, even if the answer is none. Housing is one of the categories. Choosing it restricts targeting: no lookalike or saved audiences, ages fixed at 18 to 65+, and all genders. Meta asks you to set a country for the category, so check what applies where you advertise. Source: [Meta special ad categories](https://developers.facebook.com/documentation/ads-commerce/marketing-api/audiences/special-ad-category), checked 2026-10-20.

## RERA rules for the ad itself

The Real Estate (Regulation and Development) Act, 2016 covers a project's advertising in any media. Andhra Pradesh's RERA page says a promoter may not advertise a project before registering it (Section 3(1)). It says the registration number must appear on advertisements (Section 11), and that the ad must be truthful (Section 12). Rules vary by state, so check yours. Source: [AP RERA's advertisement page](https://rera.ap.gov.in/RERA/Views/AdvertisementGuidelines.aspx), checked 2026-10-20.

## A worked example

Say a builder in Pune spends INR 1,00,000 a month on a 2BHK project. The numbers are made up.

| | Google Search | Meta lead ads |
|---|---|---|
| Spend | INR 60,000 | INR 40,000 |
| Leads | 50 | 160 |
| Cost per lead | INR 1,200 | INR 250 |
| Site visits | 10 | 8 |
| Cost per site visit | INR 6,000 | INR 5,000 |

Meta looks far cheaper per lead, and its cost per visit is also lower here. But only 8 of 160 Meta leads became visits, which is 5%. On Google, 10 of 50 did, which is 20%. Cost per lead flatters Meta. Cost per visit is the fair comparison. Call every lead within minutes, and track visits and bookings in a sheet.

## How to split a budget

1. Start with both, since each catches a different buyer.
2. Judge on [cost per acquisition](/glossary/cpa) at the visit or booking stage.
3. Move budget towards the channel that gets more visits per rupee.
4. Keep a small test budget on the other.

Compare the lead forms with a simpler path in [lead ads vs landing pages](/compare/lead-ads-vs-landing-page) and [click-to-WhatsApp vs lead ads](/compare/click-to-whatsapp-vs-lead-ads). For the wider channel choice, see [Meta ads vs Google ads](/compare/meta-ads-vs-google-ads).

We make Marxx, which supports Meta lead ads. See [lead capture](/features/leads).

## FAQ

### Which is better for real estate leads?

Neither always wins. Google fits buyers who search now, and Facebook fits launches and awareness. Test both against site visits.

### Do I need a RERA number in my ad?

Andhra Pradesh's RERA page says the registration number must appear on advertisements. Check your own state authority for exact rules.

### Does Meta restrict housing ad targeting?

Meta says housing campaigns get limited audience options, such as no lookalikes. Check Ads Manager for what applies to your country.

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