In real estate, the age-old adage “location, location, location” holds true. 

But did you know that this principle also applies to online advertising? Meta’s Ads Manager suggests automatically spreading your ads across multiple platforms. In fact, Meta’s Ads Manager hides the option to even edit which platforms you can advertise to.

To select a specific platform, you need to hover your mouse over the right side to reveal the edit button.

Why do they do that? Meta wants to spread your advertisements across every section of Facebook and Instagram. But is that what is best for your business?

I recently conducted a split-test campaign with a $50 investment across each platform, and the results may surprise you.

Facebook vs. Instagram Feed Ads: The Results

Looking at the data from my campaign, Facebook Feed Only emerged as the clear winner, generating 45 website clicks. In contrast, the Instagram Feed Only placement received a mere 10 clicks. These numbers don’t lie – strategic placement is key to optimizing clicks and boosting engagement.

When it comes to getting people to click and go to your website, the old tried and true Facebook Feed is still the King. I’m sure this isn’t welcome news for agents who love Instagram.

It’s important to note that these ads were run with an “Awareness” objective because I wanted the clicks to be more organic in nature.

Determine Your Goal for Best Results

If visibility is your primary goal, then Meta’s recommendation of “All Placements” is indeed the best choice. However, the best placement for your ad depends on your specific goals.

For instance, if your aim is to drive clicks to your website and generate leads, then Facebook Feed is the standout winner.

While the “All Placements” option generated the highest number of impressions (23,146) it only resulted in 23 clicks. Compare that to the Facebook Feed Only placement, which had 12,030 impressions but a higher click count of 45. This demonstrates that targeting the right audience in the right location can lead to a higher click-through rate and, ultimately, more potential leads.

Other notable performers included: 

  • Facebook Stories: 40 clicks
  • Facebook Search Results:36 clicks
  • Facebook In Stream Videos: 33 clicks 

These results highlight the importance of considering various placements within the Facebook ecosystem when creating your ad strategy.

In conclusion, don’t just place your ads – place them where they will get the most clicks. Just as location is everything in real estate, strategic ad placement is crucial for maximizing your online advertising efforts. By focusing on the platforms and placements that deliver the best results, you can optimize your ad spend and achieve your marketing goals more effectively.

If you’re interested in learning more about real estate advertising split-test results and want a step-by-step guide on how to run ads and succeed in the industry, be sure to check out my book, Six Weeks to Real Estate Success.