Google Ads vs. Meta Ads: Why Realtors Need to Rethink Online Advertising

Jerad Larkin
Sep 14
2 min read

When it comes to online ads for real estate, targeting is everything.

Meta (Facebook/Instagram) ads are powerful - but their housing category restrictions limit you to broad targeting and a 15-mile radius. That means you might reach a million people “interested in Zillow” but not necessarily active homebuyers.

Google Ads work differently. They put you in front of people who are already searching for homes - like “homes for sale in Denver” or “buy a townhouse near me.” That’s high-intent targeting Meta simply can’t match.

The Problem with Meta Ads for Realtors

Don’t get me wrong - Meta ads are still valuable. They’re fantastic for brand awareness, staying top-of-mind, and retargeting past website visitors or video watchers.

But when it comes to direct buyer intent, you’re limited:

Targeting = broad, interest-based
Location = capped at a 15-mile radius
Audience = may include millions who aren’t actually looking to buy now

Meta is great for farming and nurturing - not always for immediate leads.

Why Google Ads Give You a Sharper Edge

Google Ads flip the script. Instead of pushing ads to people who might be interested, you’re placing ads in front of people who are actively searching for real estate.

Think about the difference:

“Interested in Zillow” (Meta) → broad interest, not guaranteed buyers
“Homes for sale in Denver” (Google) → someone literally searching for a home

That’s the power of in-market targeting.

Examples of Buyer-Intent Searches

Here are a few real searches that Google Ads can capture:

“New homes near Cherry Creek”
“Townhomes for sale in Highlands Ranch”
“Condos under $500k Denver”
“Best Realtor in Denver CO”

Every one of these searches signals intent - and that’s when your ad needs to show up.

Setting Up Google Ads for Real Estate

The good news: Google Ads are straightforward to set up. In fact, I teach a Google Ads 101 for Real Estate Agents class that covers:

Keyword research (what buyers are searching in your market)
Creating ad groups for different property types
Writing click-worthy ad copy
Setting up budgets and bids
Tracking conversions (so you know what’s working)

Even on a small budget, Google Ads can drive the right eyeballs to your listings.

Discover why Google Ads outperform Meta ads for Realtors. Learn how buyer-intent targeting works, how to set up campaigns, and what results to expect.

What Kind of Results Can You Expect?

Unlike Meta ads where you might rack up impressions and likes, Google Ads are built for clicks and inquiries.

Higher intent → Better lead quality
Local targeting → Buyers actually searching in your market
Scalable spend → Start small, grow as you see ROI

Realtors who add Google Ads into their strategy often find it complements Meta ads beautifully. Meta keeps you top-of-mind. Google captures the in-market buyers ready to act.

If you’re serious about getting your listings in front of the right buyers at the right time, you need to add Google Ads to your real estate marketing strategy.