Google Ads vs. Social Ads: What Drives the Best Results for Property Lead Generation?

The Advantage of Google Ads: Catch People in the Act of Searching

Google Ads are designed to catch people who are actively searching for something. If someone’s typing “retail space for lease near me” or “Charlotte event venues,” they’re somewhere along the decision-making process, not cold at square one. That’s what makes search ads so powerful–they capture demand. Google Ads work especially well for:

• Leasing vacant commercial units
• Booking venues for private events
• Attracting new tenants to mixed-use spaces

With Google’s targeting tools, you can zero in on users by location, device type, interests, and even whether they’ve visited your website before. You’re not throwing your message out into the void; you’re proactively putting it in front of someone already looking for what you offer.

On the other hand, Google Ads does come with a few challenges (no marketing platform is perfect). In competitive markets, the cost per click can climb fast. Your ad might show up in the search results for the right phrase, but if your landing page doesn’t deliver or your call-to-action isn’t clear, that click won’t turn into action. That user will bounce, and your money is automatically wasted. To get the most out of Google Ads, you need a full-funnel experience that guides users from search to conversion. In short: Google Ads helps fill vacancies and drive high-intent traffic to your property. However, costs can escalate quickly in competitive markets, and your results depend heavily on having strong landing pages and clear conversion paths.

The Benefit of Property Management Social Ads: Showing Off the Experience

If Google Ads are about catching people when they’re searching (demand capture), social media ads are about catching people when they’re scrolling (demand generation). They’re ideal for building curiosity, creating an aesthetic, and helping people envision themselves in your space(even if they’re not actively looking for it). Think of platforms like Instagram, Facebook, and TikTok as digital lifestyle magazines for your property. You’re showing off what makes your space cool, functional, and full of potential. The reasons why everyone should live, work, and/or play at your property. Social media advertising options are extensive, but some popular ones include:

• Quick video tours of new tenants or renovated spaces
• Behind-the-scenes peeks at events or pop-ups
• Highlight reels from your last outdoor market or concert
• Tenant testimonials showing how the space supports their business

Even if someone isn’t actively searching for a new space, social ads plant the seed. Maybe they’ll come visit your weekend market, or they’ll remember your rooftop space for their next event. Then, when the time comes, your property is already on their radar. Hello, ROI!

These ads are great for building awareness, creating community buzz, and giving future tenants a glimpse of what life could look like at your property. Plus, social platforms offer detailed audience targeting based on interests, behavior, location, and more. Want to reach people who follow local coffee shops or attend nearby events? No problem. Social gives you creative flexibility and precise targeting.

When to Use Social Media Ads vs. Google Ads

Let’s break it down with a simple cheat sheet. When Google Ads makes the most sense:

• You want to fill available units quickly
• Your audience is actively searching for commercial properties
• You want to clearly define your differentiators, and provide a direct way to contact your sales team

When social ads shine:

• You’re promoting an event with a deadline
• You’re promoting tenant stories, pop-up events, or seasonal happenings
• You’re focused on long-term awareness and community building
• You want to highlight what makes your property unique with visual content

Google captures searchers. Social captures attention. Sometimes it’s not a matter of one or the other; both can have a place on the plan and work together, depending on your goal. [newsletter]

Why Pick One When You Can Use Both?

Here’s the secret: the best digital strategies don’t limit themselves to one platform. In reality, no one consumes content on just one website or app. Google and social ads play different roles—but together, they’re a powerful combo. Maybe someone sees your Instagram Story from a bustling Saturday event. A few weeks later, they search for “commercial space for lease near me.” Your Google ad appears. They remember the vibe and click through to your website. Boom, from casual scroller to qualified lead. It’s not about choosing one channel. It’s about using both to move people from awareness to action.

Keep Property Management Marketing Local

Local targeting is non-negotiable in property management marketing. Whether you’re promoting a new leasing opportunity or simply sharing information about a tenant event, your audience is geographically specific. Both platforms offer great tools for this:

• Google lets you target by zip code, radius, or even users in a different city who are searching for properties in yours.
• Social platforms offer hyperlocal targeting based on users’ live location, interests, and digital behavior.

Focus your efforts where they count—right in your own backyard. Bonus Tip: Use event-based or seasonal ads to increase relevance. A fall-themed shopping promo, holiday pop-up series, or summer leasing push can feel timely—and boost performance.

Paid Media Results Start with a Solid Strategy

The truth? Great results don’t come from just clicking “boost post” or launching a quick campaign. They come from:

• Knowing your audience
• Matching your messaging to their mindset (searching vs. scrolling)
• Using the right platform for the right goal
• Regularly testing, adjusting, and optimizing

Not Sure Where to Start? That’s What Marketing Experts Are For.

You don’t have to figure it all out on your own. At Crimson Park Digital, we bring the expertise, creativity, and local knowledge to make your property marketing easier and more effective.  From leasing ads that drive qualified leads to social strategies that elevate your brand, we help you get the most out of your digital budget. Let’s chat about how to get more eyes (and feet) on your property. Reach out today to start building a digital strategy that works!