If you’re in real estate, you already know that finding the right buyer isn’t just about having the right property—it’s about being visible at the right moment. In 2025, digital advertising remains the go-to approach for reaching home seekers and investors, but not all platforms give you the same value in return.
Two giants continue to dominate the ad space: Facebook (along with Instagram) and Google. Both offer strong tools, but choosing the better one for your campaign depends on what you’re hoping to achieve. Let’s take a closer look at what each platform offers and how to make the most of your budget.
What Today’s Property Seekers Expect
Buyers no longer rely only on brokers or weekend newspaper ads. Most people begin their search online—on their phones, during a lunch break, or while commuting. They might explore listings, watch videos of model homes, check out neighborhood reviews, or scroll through reels of newly launched projects.
This means your ad doesn’t just need to reach them—it needs to stick with them, and guide them toward a next step. Understanding this is key before picking your ad platform.
Facebook & Instagram Ads: Creating Curiosity
Social media ads are excellent for catching attention, especially when you’re introducing a new project or building brand awareness. These platforms aren’t just for young folks anymore—everyone from first-time buyers to NRIs is spending time on Instagram and Facebook.
Here’s why real estate brands still lean on Meta’s platforms:
- Niche Targeting: You can narrow your audience down to age, income group, life milestones (like newlyweds or new parents), or even job titles.
- Retargeting Power: If someone visited your site or clicked on a post, you can remind them again later through fresh ads.
- Strong Visual Appeal: Carousel posts, video clips, or even drone footage of the property can stop users mid-scroll.
However, keep in mind: most people on these apps aren’t actively searching for a home. They’re just browsing. So, while your ad might get seen a lot, the number of serious leads may vary.
Google PPC: Catching Buyers in Action
When someone types “ready-to-move flats in Bandra” or “affordable homes in Whitefield,” you already know they’re actively looking. That’s where Google PPC shines. These ads appear when the person wants answers—meaning there’s more chance of turning a click into a conversation.
Benefits of Google search ads include:
- Buyer Intent: These are high-interest leads. They’re searching for something specific.
- Keyword Precision: You decide what search phrases should bring up your ad.
- Location Control: You can choose to show your ads only to people in certain areas or cities.
- Lead Tracking: Google’s tools allow you to see exactly where your budget is going and how people are reacting.
But Google PPC can get expensive—especially in metro cities where competition for real estate keywords is fierce. If you don’t manage it well, it’s easy to spend a lot without seeing enough conversions.
So, Which One’s Better?
The honest answer: it depends on your goals.
If you’re just starting to promote a project, want to build buzz, or attract people dreaming of an upgrade, Facebook and Instagram might serve you better. Their strength lies in storytelling and lifestyle promotion—especially if you partner with a video production company to create short and engaging walkthroughs.
But if you’re looking to fill up actual inquiry forms and get bookings, Google may bring more ready-to-talk leads. The cost per lead may be higher, but the quality is often stronger.
Why Not Both?
A lot of real estate marketers are combining the two—and it’s working.
You could start with a teaser campaign on Instagram, letting users see what’s unique about your project. Those who click or watch the full reel? Retarget them later with a lead-gen form on Facebook. At the same time, run a Google Ads campaign targeting searchers who are already looking for homes in your location and budget range.
This way, you’re present throughout the buyer’s journey—from the first glance to the final phone call.
A Quick Note on Content
Regardless of the platform, the kind of content you post matters. Grainy pictures or generic copy won’t cut it anymore. People want clean visuals, real photos, short videos, and honest descriptions. They also appreciate when you show the lifestyle—parks, gyms, balconies, and even views—more than just carpet area and floor plan.
Whether it’s a 15-second reel or a landing page video, the goal is to connect, not just promote.
Final Thoughts
Picking the “right” ad platform in 2025 isn’t just a technical decision—it’s a strategic one. Facebook and Google serve different purposes, and the smart move is to understand where your buyers are in their journey and meet them there.
Use social media to plant the idea. Use search ads to close the deal. And keep testing—because what works today might shift tomorrow.