Strategy · 6 min read
Meta vs Google ads for realtors and licensed professionals: which first?
Should you start with Facebook and Instagram ads or Google Search? A plain comparison for realtors, lawyers, clinics and other professionals, plus what the $900 bundle actually buys.
Poutine media Inc. · November 9, 2026
If you’re a realtor, lawyer, clinic owner or any licensed professional thinking about ads, you’ll hit the same fork in the road: Meta or Google?
Both work. They work differently. Here’s how to choose.
The short version
| Meta ads (Facebook and Instagram) | Google ads (Search) | |
|---|---|---|
| Who you reach | People who aren’t searching yet | People searching right now |
| Cost per lead | Usually lower | Usually higher |
| Lead readiness | Earlier, needs nurturing | Ready to talk |
| What wins | Creative and the hook | Keywords and intent |
| Best for | Building a steady pipeline | Catching urgent demand |
When Meta makes sense first
Meta is where you meet people before they start shopping around. That’s why it’s usually cheaper per lead. The 2026 LocaliQ benchmark for real estate on Facebook is $13.74 USD per lead, compared with $102.51 USD on Google Search.
Meta tends to suit you if:
- Your clients don’t search for you every day, but need you eventually (realtors, financial professionals, many clinics).
- You can follow up consistently, because these leads need a conversation, not just a quote.
- You have, or can get, video content that stops the scroll.
That last point is the big one. On Meta, the creative is the targeting. A strong reel finds the right people faster than any audience setting.
When Google makes sense first
Google puts you in front of people at the exact moment they need help. Someone typing “family lawyer Calgary” has already made a decision. You’re competing for who they call.
Google tends to suit you if:
- Your clients search when they have an urgent need (legal, dental, roofing, emergency services).
- Your service area and services are clear and specific.
- A higher cost per lead is worth it because each client is valuable.
Why many professionals do both
Meta builds demand. Google captures it. Someone might see your reel on Instagram this week and search your name next month. Running both means you’re there at both moments.
That’s why many clients start with Meta, prove the pace, then add Google.
What the $900 bundle buys
We keep pricing simple: one number, ad spend included.
- Start, one platform: $900 a month. That’s a $600 service fee plus $300 in ad spend ($10 a day) on Meta or Google. It covers campaign setup and launch, lead generation campaigns, and ongoing management and optimisation of campaigns and creative.
- Full bundle, Meta and Google: $1,800 a month. A $1,200 service fee plus $600 in ad spend across both platforms.
GST applies to the service fee only. We start at about 20 leads a week and move toward 40 as you’re ready, because more leads only help if you can follow them up.
Still not sure which to pick?
That’s exactly what the free lead audit is for. In 15 minutes we’ll look at your business, your current lead flow and your follow-up, and tell you straight which platform to start with. Book it here, or check what your budget could buy in the Lead Cost Estimator.