Facebook vs Google Ads: Which Has Better Lead Quality? (+ Tips!)

In a previous article, we covered which among Facebook or Google Ads would be the best bet for lead-seeking realtors. We looked into the pros and cons of both the popular advertising platforms and even offered our final thoughts on the better choice. 

This time, we’re narrowing down the focus on leads and leads alone. 

As such, we’ll be answering one of the more common questions we get from Singapore realtors during our Google Ads masterclasses, which is, “Does Facebook or Google Ads have better lead quality?”. 

If this sounds like a question you’ve been wondering yourself, then continue reading! 

Before answering this question, let’s take a step back and cover some basics of both the platforms to help you better understand our final vote. 

• Google Ads, also known as Google AdWords, is a pay-per-click advertising platform. This powerful marketing tool allows real estate businesses to display ads on Google search results pages, as well as on other websites in the Google Display Network. 

One of the main benefits of Google Ads is that it allows for highly targeted advertising, as users are already searching for specific keywords related to the product or service that’s being advertised. 

This makes it a great option for property listings, since homebuyers searching for the condos are already in the market to buy. 

• Facebook Ads, on the other hand, is a social media advertising platform that allows property businesses to display ads on its platforms. 

It allows for targeted advertising based on a wide range of data like a person’s demographic, location, and interest, making it a great option for reaching a specific audience. 

Additionally, Facebook Ads has a number of different ad formats, including image, video, and carousel ads, which can be used to showcase properties in a visually engaging way.

Now that you have all the necessary information on both the platforms, which of them produces better quality leads for property listings? 

Google Ads and Facebook Ads are both powerful advertising platforms, but when it comes to real estate, Google Ads is the clear winner and here’s why; 

• Unlike Facebook Ads, your leads are already interested in what you’re offering. When someone types in a search query on Google, they're typically looking for something specific. For example, if a prospect looks up "new condos for sale in Orchard Road", it’s safe to say that they’re likely in the market for a home in that district. This means with Google Ads, you can target your ads to specific search queries. So, instead of searching for buyers high and low, Google Ads helps you meet them halfway. While this doesn’t exactly guarantee you a sale, you’ll definitely be starting off strong with interested leads.
• Google is the most widely used search engine in the world. When people are looking to buy or rent a property, they often start their search on Google, not Facebook. As such, if you’re planning on advertising your new launch, marketing with Google Ads would be a great way to go. 
• While being a more expensive option, Google Ads provides more services. Not only does it offer you a free keyword planning tool, the platform also provides you with the means to monitor your campaign with its many metrics, as well as chances to practice bidding. As a result, Google Ads makes sure that you're getting the most bang for your buck.
  

Keywords are the foundation of any Google Ads campaign, and choosing the right ones are vital for reaching the right audience. 

In fact, even keywords that indicate a user's intent to either buy or rent a property is important. 

For example, "property for sale" or "apartments for rent" are keywords that indicate a buyer’s intent for the new home. If you’re planning on selling a new launch, you don’t want to connect with clients who are only interested in renting a property. 

Identifying and applying these keywords, including negative keywords, will keep you from ranking for irrelevant searches as well as wasting your time and budget.
Pro tip: Stop stuffing your ad with keywords. The last thing you want is for Google to tag your site as spam. For more information on what’s a good keyword density to aim for and tips to avoid keyword stuffing, head on over here for a read!

Quality Score is a metric used by Google to measure the relevance and quality of your ads, keywords, and landing pages. 

A high Quality Score means that your ads are more likely to be shown to users and at a lower Cost-Per-Click (CPC). 

To improve your Quality Score, make sure that your keywords, ad copy, and landing pages are relevant and useful to users. 

Be sure to also use ad extensions to provide additional information about your properties and include a clear Call-To-Action (CTA) in your ads.

For a more comprehensive article on what Quality Score is, how it can help reduce your CPC, and tips on improving this metric, have a read here.

A landing page is the standalone page that prospects are directed to after clicking on your ad. 

It's important to have a landing page that is specifically designed for your property ad campaign. This helps provide all the necessary information buyers need to take the next step without clicking out of your ad. 

For real estate ads, a landing page should feature detailed information about the property, including photos, floor plans, and a virtual tour. Be sure to also include a contact form or phone number so users can easily get in touch with you to schedule a showing or ask questions.

Pro tip: Interested in building a property landing page of your own? Here’s a step-by-step guide to help you out. But, if you’re looking to leave this task in the hands of experts, be sure to browse our e-shop for a list of “Done-For-You” campaigns, or contact us to customize your very own landing page! 

In most cases, Facebook and Google Ads work pretty well together to help create a cohesive picture for your new launch campaigns. 

But if you have a limited marketing budget, we suggest sticking to only Google Ads. 

Google Ads can be a powerful tool for generating leads in the real estate industry, but creating a successful campaign takes a bit of work. By focusing on keywords that indicate user intent, working on your Quality Score, and setting up a landing page, you'll be able to create a campaign that generates high-quality leads. 

Just remember to always monitor your campaign's performance and make adjustments as needed. 

Alternatively, hire a professional to take that task off your hands! 

At SellMoreCondos (SMC), we can help you do just that! In fact, we’ve worked on some of Singapore’s top selling new launch projects in 2022 to help our agents earn more than $60k in comms. From crafting well-designed property landing pages, to writing clickable Google Ads, we have everything you need to drive conversions. Get in touch with us today for more information!