If you’re a broker, agent, or developer, you’ve likely asked a version of this question in 2024-2025: Should I put more budget into Google Ads or Meta Ads to get more (and better) real estate leads? The short answer: both can work brilliantly but for different reasons, at different stages of the funnel, and for different real estate business models. Below, we break down the latest updates, fresh performance benchmarks, and practical guidance to help you choose the right mix.
What’s new in 2024-2025 (and why it matters)
Google Ads doubled down on automation + control.
Performance Max (PMax) keeps gaining features that matter to lead gen: campaign‑level negative keywords, demographic/device exclusions, enhanced new customer acquisition (including a high‑value mode), better Search reporting, and more granular asset‑group visibility. These rolled out through 2024 and early 2025 and are now broadly available, important if you’re protecting brand terms, steering AI, or optimizing for higher‑LTV clients like sellers.
Meta (Facebook & Instagram) pushed Advantage+ for leads and quality.
Meta expanded Advantage+ Leads globally and introduced lead verification (SMS/work email, address tests) to reduce spam, great for agents tired of fake numbers. Early results from Meta indicate lower CPL and lower cost per qualified lead when using Advantage+ Leads and connected CRM flows (Conversions API, easier integrations).
Current performance benchmarks: CPL, CTR, and conversion rate
Benchmarks vary by market, offer, and funnel. Use the numbers as directional guardrails, then compare to your own data.
Meta Ads (Facebook/Instagram)
- Real estate stands out on Meta. Recent benchmarks show Real Estate among the top performers for CTR and lead cost on Meta, with average CTR ~2.60% (traffic objective) and one of the lowest CPLs around $13.87 for lead campaigns across industries.
- Broader 2024 data also indicates Meta’s CTR and CVR improved while CPC and CPL trended down or remained stable across many industries, useful context if you’re balancing platforms.
Google Ads (Search/PMax)
- Cross‑industry 2025 data shows rising CPCs but only a modest YoY increase in CPL, with CTR up slightly suggesting more stable efficiency than 2023–24.
- Industry rollups put Real Estate search CTRs in the higher band (often ~9%+ on Search) but with variable conversion rates, which drives a wide CPL range depending on market and offer quality.
- For practical context, LOCALiQ’s real‑estate search benchmarks have shown CPLs under $100 in several sub‑categories (e.g., apartments/rentals around $35.52 CPL; agents/brokers typically higher). Your mileage will vary by metro and inventory.
“How much should a lead cost?” Reality check
Market‑level studies in 2025 report a wide real‑estate CPL spectrum: Facebook leads from ~$5-anding more in competitive metros. Treat these as directional not guarantees because lead quality and intent differ meaningfully between platforms.
Targeting & intent: how each platform finds your next buyer or seller
Google Ads: capture active, high intent
- Strengths: Keyword/search intent (e.g., “sell my house in Andheri” or “new flats in Ahmedabad”), local extensions, call assets, and PMax inventory across Search/Maps/YouTube for full‑funnel coverage. With 2025 updates (negative keywords, high‑value new customer mode), you can better protect budget and bias toward seller/LTV‑rich segments.
- Watch‑outs: CPCs keep rising; weak landing pages magnify CPA pain. You’ll need disciplined Conversion Rate Optimization Services for Realtors from form architecture to speed, trust signals, and lead routing to keep CPL in check.
Meta Ads: manufacture demand and scale audiences
- Strengths: Sophisticated lookalikes and interest signals, impactful video/carousel/lead‑form formats, and Advantage+ Leads automation to balance scale and cost. New lead verification reduces spam and improves follow‑up quality. Great for nurturing move‑up buyers, investors, and community‑based geo‑targets.
- Watch‑outs: Lower intent than search means more nurturing (retargeting, Messenger/WhatsApp follow‑ups) to convert. Benchmarks look great, but quality hinges on creative, qualification questions, and sales cadence.
Ad formats that convert in real estate
On Google:
- RSAs + call assets for “I need an agent now” moments; Google is deprecating call‑only ads in favor of call assets, so ensure you’ve migrated.
- PMax for full‑funnel coverage with asset groups by project, inventory type, or price band; use new reporting controls and demographic/device exclusions to steer efficiency.
On Meta:
- Lead Ads with verification (ask budget/timeline; verify phone/email) + instant Messenger automation to cut response times.
- Reels/Stories video (30-45s) showcasing lifestyle + neighborhood; carousels for floor plans/amenities; click‑to‑WhatsApp for immediate chats key for Social Media Marketing For Real Estate at scale.
Lead quality: who wins?
- Search often wins on “ready now” intent (sellers, relocation buyers, pre‑approved prospects). Expect higher CPL but higher close rates when your offer + landing page match the query.
- Meta often wins on volume and cost, especially for top/mid‑funnel (new project launches, pre‑registrations, open houses). With Advantage+ and verification, quality is improving and CPLs remain among the lowest for real estate. Your sales process determines whether these become appointments.
Budget efficiency & optimization tips
If you’re optimizing for cost per qualified lead (QPL):
- On Meta, enable Advantage+ Leads, add verification, and sync CRM via Conversions API; advertisers have seen lower CPL and lower cost per qualified lead with these features. Then retarget lead viewers/form starters and use automated Messenger for instant replies.
- On Google, segment PMax asset groups by property type/price, add campaign‑level negatives, and use high‑value new customer mode to prioritize sellers or investor profiles. Monitor search terms and use the improved reporting to shift budget toward winning queries.
If you’re battling rising CPCs on Google:
- Improve ad relevance and Quality Score (tight themes, strong RSAs).
- Invest in landing page speed, trust badges, neighborhood specificity, and form micro‑conversions (e.g., “Download floor plan”) to lift CVR. WordStream notes that while CPCs rose, CPL increases have moderated suggesting CRO can keep economics viable.
Blend the channels:
Run Meta to seed awareness and build remarketing pools; Google Search/PMax to capture the “I’m ready” demand then let automation and the Best Real Estate PPC Agency (or your in‑house team) orchestrate budgets by marginal CPA/ROAS.
So… which platform is better for you?
Individual agents & small teams (buyer-heavy, appointment volume):
- Start Meta‑first for cost‑efficient lead volume (Lead Ads + verification + WhatsApp/Messenger). Layer in branded and high‑intent local Search for direct call/lead capture. Expect the lowest CPLs from Meta but plan for robust nurturing.
Listing agents & brokerages prioritizing sellers (higher LTV):
- Lean into Google Search/PMax to capture explicit seller intent and relocation queries, then retarget on Meta. Use Google’s high‑value new customer acquisition to bias toward likely sellers. Quality usually outweighs cost here.
Developers & project marketers (launches, pre‑sales at scale):
- Go Metaled for storytelling and rapid list‑building (video, carousels, Advantage+ Leads), amplified by Google PMax for branded + competitor + discovery coverage as demand builds. Expect Meta to deliver the best CPL; use Google to harvest intent as awareness peaks.
Luxury & investment (qualification is everything):
- Use Google for high‑intent searches and tight Meta audiences (wealth signals, lookalikes of HNWI buyers), with qualification questions and verification turned on. The mix should bias to quality over volume.
The bottom line
- Meta Ads often deliver the lowest CPL in real estate, especially for top/mid‑funnel, and 2024–2025 enhancements (Advantage+ Leads, verification, CRM integrations) are materially improving lead quality. If you need an affordable pipeline, Meta is tough to beat.
- Google Ads still shines for high‑intent, ready‑to‑talk prospects with 2025’s PMax controls making it easier to guide automation toward your best customers. Expect to pay more per lead, but with better close rates when your CRO is strong.
Best practice: run a dual‑engine strategy Meta to create demand and Google to capture it then let your Conversion Rate Optimization Services for Realtors (forms, pages, follow‑ups) turn more clicks into closings.
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