One thing that every real estate agent in Nigeria wants is more qualified leads and visibility in a competitive market. With more people spending time online, paid advertising is now one of the fastest ways to reach potential buyers and sellers. But the big question is: Google Ads vs Facebook Ads for real estate in Nigeria – which one works best?

At ClickHive Digital, we help agents make smart choices with their marketing. Let’s break down the strengths of each platform, how they work for Nigerian real estate, and which might be best for your goals.

At ClickHive Digital, we help agents make smart choices with their marketing. Let’s break down the strengths of each platform, how they work for Nigerian real estate, and which might be best for your goals.

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Understanding Google Ads vs Facebook Ads

Before we compare them, it’s important to know how each platform works.

Google Ads is search-based. When someone searches for terms like “buy land in Ibadan” or “affordable homes in Lagos,” your ad can appear on top of the search results. This means your ad shows up to people who already want what you’re offering.

Facebook Ads, on the other hand, is interest-based. Instead of waiting for people to search, you can target them based on their age, location, job, or interests – like “real estate investing” or “home décor.” This makes it great for creating awareness, nurturing interest, and building trust.

Audience Targeting: Intent vs Interest

When comparing Google Ads vs Facebook Ads for real estate in Nigeria, audience targeting is key.

• Google Ads 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.
• Facebook Ads 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.

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.

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.

Lead Quality: Which Platform Delivers Better Prospects?

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.

Cost: What’s More Affordable for Nigerian Agents?

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: Don’t Let Prospects Forget You

Both platforms allow you to retarget people who interacted with your brand.

• With Facebook retargeting, you can show ads to people who visited your website, liked your posts, or watched your videos.
• With Google remarketing, you can follow your site visitors across YouTube, Gmail, and thousands of websites in Google’s Display Network.

This is a great way to stay visible and bring people back to your listings – especially helpful in Nigeria where buyers often need time to decide.

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.

At ClickHive Digital, we help real estate agents in Nigeria grow with the right mix of Google and Facebook Ads. Whether you’re promoting a new estate, driving site visits, or capturing high-intent buyers, we can help you win.

Let’s talk about your goals. Click here to get a free consultation.