It is one of the most common questions we hear from developers and agencies: should we advertise on Meta (Facebook and Instagram) or on Google? The honest answer is that they do different jobs, and understanding the difference will save you a lot of wasted budget.
Meta Ads: creating demand
People on Facebook and Instagram are not searching for property. They are scrolling. Meta’s strength is its ability to show eye-catching video and images to very specific audiences: people of a certain age and income level, Nigerians living in the UK, or people interested in real estate investment.
- Best for: launching new projects, off-plan sales, diaspora targeting and building awareness
- Typical result: high volume of leads at lower cost, which then need good qualification
Google Ads: capturing demand
On Google, people are actively searching: “3 bedroom apartment for sale in Lekki” or “land for sale in Abuja”. These buyers already know what they want, so leads are often more qualified, though fewer and more expensive.
- Best for: completed units, well-known locations and buyers ready to act soon
- Typical result: fewer leads with higher intent
Why the answer is usually “both”
A buyer might first see your project in an Instagram video, then later search on Google for your company name or location before enquiring. Running both channels, with consistent messaging and retargeting, captures buyers at every stage of the journey.
How to split your budget
For a new off-plan project, many developers start with around 70% Meta and 30% Google, then shift spend toward whichever channel produces the lowest cost per inspection, not just per lead. Measuring all the way to inspections and sales is what turns advertising into a predictable growth engine.
Not sure what split is right for your project? See our Meta & Google Ads service or book a strategy call.