From many clients and colleagues in the real estate field I talk to, it often seems like the term “PPC” leads people to think that Google and Facebook (i.e., Meta, with Facebook and Instagram) are interchangeable platforms. For many real estate investors and wholesalers, PPC is just one thing—you switch the platform, and the leads start flowing. At first glance, this sounds logical, but in practice—it’s really, really not. Let me explain why in this post.
First Things First: What’s Common Across Both Platforms?
The one thing that’s consistent across both platforms is the use of your landing page.
A well-optimized landing page for online traffic should essentially be the same for Facebook and Google. It needs to convert and present your business in a way that makes visitors comfortable leaving their details or calling within seconds. In fact, it’s a smart move to use a great landing page for both platforms (though it’s best to separate landing pages to measure results from each platform, but keep the same design at the start of the campaign).
Beyond That?
The similarities end there, and here’s why:
1. Different User Behavior
The critical difference lies in understanding user intent.
- On Google, user behavior is search-based. People actively search for specific or general phrases that show intent, such as “Sell my house for cash” or “Cash home buyers.” Here, the intent is clear, and the traffic is high-quality and highly targeted—especially crucial for Off-Market deals where you need to reach real sellers under pressure to sell.
- On Facebook and Instagram, user behavior is contextual. People are not actively searching for properties to sell but are browsing for leisure and entertainment. Meta targets them with ads based on interests and browsing habits, so the focus is broader and based on experiences and contexts—not necessarily purchase intent. The goal is to catch Facebook users who might have a need to sell.
2. Different Ad Styles
- On Facebook, the emphasis is on visual creativity. Ads are colorful, diverse, and creatively designed to stop users mid-scroll and prompt clicks or direct responses (like Lead Ads).
- On Google, ads aim to fulfill an immediate need aligned with the user’s search query. The ads are more text-heavy, with minimal graphics, focusing on a direct response to user searches.
3. Different Advertiser Interfaces
Google and Facebook differ completely in their advertiser dashboards and terminology. On top of that, each platform’s interface changes frequently, adding to the confusion.
- On Google, the focus is on queries and search terms.
- On Facebook, it’s about reach and engagement metrics (e.g., Reach, Impressions). While both platforms share some metrics, their meanings differ, and each has platform-specific features (e.g., Responsive Ads on Google).
4. Exposure on External Sites
- Google provides extensive exposure beyond its search engine through its Display Network, allowing ads to appear on relevant external websites (all those banners you see across the internet).
- Meta, on the other hand, primarily shows ads within its platforms (Facebook, Instagram, Messenger, Reels, and Stories).
5. Cost Differences
In Off-Market deals, lead costs can be lower on Meta compared to Google, but lead quality isn’t always the same. On Google, because of the clear search intent, leads often show stronger purchasing intent, boosting their quality—but this can make them more expensive. The range of results—cost per lead, cost per contract, lead-to-contract ratio, and contract-to-close ratio—varies greatly between platforms.
In Summary
I’m not here to say Google is necessarily better than Meta or vice versa. What’s crucial is to understand the differences highlighted here and to let go of the mindset that PPC is the same across platforms, whether it’s Google, Facebook, or even Bing (which I didn’t cover here).
Additionally, most Google campaigns require a higher starting budget but often provide more consistent traffic over time. Meta can be cheaper for leads but demands frequent creative updates and maintenance.
If you’re planning digital campaigns for Off-Market deals and have a budget for digital media, it’s vital to understand the differences between these platforms. Never assume that success on one platform guarantees success on another or that the management strategy for one platform is transferable to another.