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Most Malta property agents ask the same question. Should I use Google Ads or Facebook Ads? The answer depends on your goals and budget.
Google Ads work best for agents who want ready-to-buy leads. Facebook Ads are better for building awareness and nurturing future buyers.
Here's the reality in Malta's property market. Both platforms can bring you leads. But they work in very different ways.
Google Ads catch people who are already searching. Someone types "3 bedroom apartment Sliema" into Google. Your ad appears. They click. They call.
Facebook Ads work differently. They find people who might want to buy property later. These people aren't searching yet. But Facebook knows they're interested based on their behaviour.
Based on typical real estate advertising costs, Facebook Ads cost 60-70% less than Google Ads for property leads. Facebook leads typically cost €5-15 each. Google Ads leads cost €20-50 each.
But here's what nobody talks about. Cheaper leads aren't always better leads.
Google Ads bring fewer leads. But these leads are ready to act now. They've already decided to buy or rent. They're just choosing which property.
Facebook leads need more nurturing. They might be thinking about moving next year. Or they're just curious about prices. You'll get more leads. But fewer will buy immediately.
| Cost Factor | Google Ads | Facebook Ads |
|---|---|---|
| Cost per lead | €20-50 | €5-15 |
| Monthly budget needed | €800-2000 | €300-800 |
| Lead quality | High intent | Mixed intent |
| Time to convert | Days to weeks | Weeks to months |
Your ROAS (Return on Ad Spend) depends on how you measure success. If you want quick sales, Google wins. If you want to build a database of future buyers, Facebook wins.
Google Ads generate fewer but more serious leads. These people are actively house hunting. They know what they want. They have a budget ready.
I've seen Malta agents get 10 Google leads per month. Eight of them book viewings. Three make offers.
Facebook generates larger lead volumes but lower quality. You might get 50 leads per month. Maybe 15 book viewings. Two make offers.
The math changes when you factor in long-term value. Facebook builds your database. Those leads who don't buy now might buy next year.
work best when you use both platforms together.
Quality isn't just about quick sales. It's about the right fit for your business model.
High-end property developers prefer Google Ads. Their buyers research thoroughly before deciding. They search for specific areas and price ranges.
Rental agents often prefer Facebook Ads. Renters make faster decisions. They respond well to attractive photos and virtual tours.
Google Ads target people based on what they search for. Someone searches "penthouse Valletta for sale". Your ad appears if you bid on those keywords.
Facebook targets people based on their interests and behaviour. It knows who's been looking at property websites. Who's engaged with property content. Who's in the right age group and income bracket.
For Malta property agents, both approaches work. But they catch different types of buyers.
Google catches the "ready now" buyers. Facebook catches the "maybe interested" prospects.
Industry estimates suggest Facebook's audience targeting is 3x more detailed than Google's for property marketing.
Google targeting relies on keywords. You bid on searches like:
You can also target by location. Show ads only to people in Malta. Or exclude certain areas if you don't cover them.
Facebook targeting goes much deeper. You can target people who:
Facebook also lets you create lookalike audiences. Upload your best clients' email addresses. Facebook finds similar people to target.
Different campaign types serve different goals. Choose based on what you want to achieve.
For immediate sales, Google Search campaigns work best. People search. They see your ad. They click and contact you.
For brand building, Facebook awareness campaigns excel. People see your listings in their feed. They remember your brand when they're ready to buy.
Search campaigns target active buyers. These work best for:
Display campaigns show image ads on other websites. These work for:
Lead generation campaigns collect contact details. These work best for:
Conversion campaigns drive specific actions. These work for:
Google Ads rely heavily on text. Your headline and description need to grab attention immediately.
Winning Google ads for Malta property include:
Facebook Ads are all about visuals. High-quality photos or videos get the most engagement.
Successful Facebook property ads show:
Both platforms benefit from creative testing. But they test different elements.
For Google Ads, test different:
For Facebook Ads, test different:
includes detailed creative guidelines for both platforms.
Most successful Malta property agents use both platforms. But the split depends on your business model.
New agents with limited budgets should start with Facebook. The lower costs let you test and learn without breaking the bank.
Established agents with steady income streams benefit from Google Ads. The higher-quality leads justify the increased costs.
For effective results in Malta's property market:
Google Ads minimum: €500 per month. This gives you enough data to optimise campaigns. Anything less won't generate meaningful results.
Facebook Ads minimum: €200 per month. Facebook needs volume to optimise its algorithm. Too little spend limits your reach.
Combined approach: €800-1200 per month split 60/40 between platforms. This lets you capture both active searchers and build your prospect database.
| Agent Type | Google Budget | Facebook Budget | Expected Leads |
|---|---|---|---|
| New agent | €300 | €500 | 15-25 per month |
| Established agent | €800 | €400 | 25-35 per month |
| Property developer | €1200 | €800 | 40-60 per month |
| Agency | €2000 | €1000 | 60-80 per month |
Both platforms require constant optimisation. But they focus on different metrics.
Google Ads optimisation centres on Quality Score. Higher scores mean lower costs and better ad positions.
Facebook optimisation focuses on relevance scores and engagement rates. Better engagement leads to lower costs and wider reach.
Follow this weekly routine:
Key metrics to track:
Review performance every 3-4 days:
Key metrics to track:
I see the same mistakes repeated across Malta's property market. These errors waste budget and kill campaign performance.
Bidding on competitor names: This rarely works in property. People searching for "Frank Salt properties" want Frank Salt, not you.
Generic keywords: "Property Malta" is too broad. You'll compete with every agent on the island. Use specific terms like "2 bedroom apartment Gzira marina".
Ignoring negative keywords: Add terms like "jobs", "courses", "free" to avoid irrelevant clicks.
Poor landing pages: Don't send clicks to your homepage. Create specific pages for each ad group.
Targeting too broadly: "Everyone interested in real estate" includes tourists and investors. Narrow your audience.
Using poor quality images: Blurry photos or amateur shots kill engagement. Invest in professional photography.
Ignoring ad frequency: If your frequency exceeds 3, your audience is seeing your ads too often. Expand your targeting or refresh your creative.
Not testing enough: Facebook rewards fresh creative. Test new images and copy weekly.
The choice depends on your specific situation and goals.
Choose Google Ads if you:
Choose Facebook Ads if you:
Use both platforms if you:
Most successful Malta property businesses end up using both. They start with one platform. Learn how it works. Then add the second platform.
This approach lets you compare results directly. You'll see which platform brings you better clients. Then you can adjust your budget split accordingly.
Facebook Ads are significantly cheaper. Facebook leads cost €5-15 each while Google Ads leads cost €20-50 each. However, Google leads are typically higher quality and more likely to convert quickly.
Start with at least €500 monthly for Google Ads or €200 monthly for Facebook Ads. For best results, budget €800-1200 monthly split between both platforms to capture different buyer types.
Google Ads typically work better for luxury properties because high-end buyers actively search for specific locations and features. They have clear budgets and timeline requirements that match Google's search-based targeting.
Google Ads can generate leads within days of launching. Facebook Ads typically take 1-2 weeks to optimise and deliver consistent results. Both platforms need 3 months of data for proper optimisation.
New agents should start with Facebook Ads due to lower costs and easier learning curve. Once comfortable with digital advertising, add Google Ads to capture high-intent searchers.
Yes, both platforms allow precise location targeting. Google Ads target by keywords including location names. Facebook Ads can target by postcode, radius around specific addresses, or custom location boundaries.
Property Marketing Success Stories Specialist
Carmen Vella chronicles the real-world journeys of Malta's property professionals as they build stronger digital presences and grow their businesses. Her background in both journalism and property marketing gives her a unique eye for the human stories behind successful digital transformations.
