Google Ads vs Facebook Ads: Why Real Estate Agents Need to Compare

Google Ads vs Facebook Ads for Real Estate in Nigeria — which one delivers better results for agents? This is a common question for real estate professionals who want more qualified leads and faster sales in today’s competitive market. Both platforms are powerful, but they work in very different ways.

On Google Ads, buyers are actively searching for properties, using terms like “houses for sale in Lekki” or “cheap land in Ibadan.” These are high-intent leads who are ready to take action. On Facebook Ads, people may not be actively house-hunting, but with smart targeting, you can build awareness, capture attention, and nurture interest over time.

In this guide, we’ll break down Google Ads vs Facebook Ads for real estate in Nigeria—covering cost, lead quality, targeting, and best practices—so you can choose the right platform (or combination) to grow your business.

Takeaway: Use Google Ads when you want ready-to-act leads. Use Facebook Ads when you want to build brand awareness and stay top of mind.

Think Like a Buyer in Nigeria

Before comparing platforms, it’s important to consider the mindset of your audience. Nigerian buyers searching on Google often have clear intent (e.g., “buy 3-bedroom house in Abuja”). On Facebook, most users are browsing for social content, not houses. Understanding this intent difference will shape how your ads perform.

Facebook Ads for Real Estate Agents in Nigeria

Facebook ad helps you reach people based on demographics, interests, and behavior. Want to show your ad to first-time buyers aged 25–40 living in Abuja? Facebook lets you do that. Plus, you can also advertise on Instagram from the same platform.

• Pros: Cost-effective, highly visual, great for awareness and brand storytelling, easy to target by age, location, and interests.
• Cons: Lower buying intent, leads often need nurturing.
• Best Use Case: Database nurturing, promoting new estates, and building local trust.

Google Ads for Real Estate Agents in Nigeria

Reaches people who are actively searching for real estate – these are high-intent leads. If someone types “buy a 4-bedroom house in Lekki,” they’re probably ready to take action.

• Pros: High-intent leads, precise keyword targeting (e.g., “land for sale in Ibeju-Lekki”), quick results for motivated buyers.
• Cons: Higher CPC, competitive real estate keywords in Lagos/Abuja.
• Best Use Case: Capturing urgent buyers and investors actively searching online.

Facebook Ads vs Google Ads: Cost Comparison in Nigeria

Let’s talk money.

• Facebook Ads usually have a lower cost-per-click (CPC). You can run campaigns for brand awareness or lead generation at a modest budget – sometimes ₦10,000–₦20,000 per day can go far.
• Google Ads can be more expensive, especially for competitive keywords like “buy house in Lagos” or “real estate agent near me.” But remember: the quality of leads is usually higher.

If you’re just starting or have a small budget, Facebook Ads may give you more reach. If you’re focused on serious buyers and can spend more per click, Google Ads might be the smarter choice.

Remarketing on Google and Facebook

• Facebook: Retarget people who visited your website or engaged with your content.
• Google: Follow leads across YouTube, Gmail, and partner websites.
• Nigeria angle: Long decision-making cycles (site inspections, family consultations) make remarketing essential for closing deals.

Lead Quality: Which Platform Delivers More Sales?

Google Ads often delivers higher-quality leads, especially for urgent buyers or investors looking for deals in areas like Epe, Ibeju-Lekki, or Port Harcourt. These users have intent – they are already searching for solutions. Facebook leads may take more time to convert but are still valuable. They are often in the awareness or research phase. With retargeting, you can remind them about your offer later – which works great for longer decision-making cycles like real estate.

Ad Formats: Which One Tells Your Story Better?

Real estate is visual. Your properties need to look good to attract interest. Here’s how both platforms stack up:

• Facebook/Instagram Ads offer image ads, video walkthroughs, carousels for multiple properties, and collection ads that feel like mini-listings. You can show off your brand and build emotional connections with buyers.
• Google Ads offers text-based search ads, display ads (banners), YouTube video ads, and shopping-style property listings.

In Nigeria’s real estate space, photos and videos speak louder than words. Facebook and Instagram give you more freedom to showcase your properties in a beautiful and engaging way.

The Winner: Google Ads vs Facebook Ads for Nigerian Real Estate

• Google Ads → Best for agents who want serious buyers now.
• Facebook Ads → Best for agents who want visibility and long-term trust.

The real power comes from combining both – Google captures high-intent leads, while Facebook keeps your brand top-of-mind until the deal closes.

Which One Should Nigerian Real Estate Agents Use?

Here’s a simple breakdown:

Goal	Platform	Why
Build brand awareness	Facebook Ads	Great for visual content, storytelling, and local targeting
Get urgent leads	Google Ads	Targets people actively searching for real estate
Budget-friendly outreach	Facebook Ads	Lower CPC, more impressions
High-quality prospects	Google Ads	Better lead intent, especially with the right keywords
Best results	Both	Combine for top-funnel and bottom-funnel targeting

Best Practices for Nigerian Real Estate Campaigns

Whether you use Google or Facebook, here are tips to improve performance:

• For Facebook Ads:
  • Use high-quality property images and videos.
  • Include location in your headline (“Affordable land in Mowe”).
  • Add strong CTAs like “Book a Free Site Visit” or “Chat with an Agent Now.”
• For Google Ads:
  • Bid on local keywords (e.g., “cheap land in Ogun State”).
  • Use ad extensions (call buttons, links to site tours).
  • Ensure your landing page is mobile-friendly and fast.

So, when it comes to Google Ads vs Facebook Ads for real estate in Nigeria, the right platform depends on your specific goals.

Facebook is excellent for visibility and storytelling. Google is powerful for capturing buyers ready to act. But when you combine both, you get the best of both worlds — more reach, better leads, and consistent sales.

Get Expert Help Running Real Estate Ads in Nigeria

At ClickHive Digital, we help agents generate qualified leads using the right mix of Google Ads and Facebook Ads. Whether you’re selling land in Lagos, houses in Abuja, or estates in Port Harcourt, we’ll design a campaign tailored to your goals. Book a free consultation today.