ProjectSG vs ERA Google Ads: An In-Depth Comparison for Singapore Property Agents
By Alice Yao / ProjectSG Group
September 13, 2026 6:50 PM SGT
If you are comparing ProjectSG vs ERA Google Ads for new launch marketing, the management fee is only one part of the decision. Your choice also affects how many projects you market, how easily you change direction, what you know about each enquiry and how much work follows after a lead arrives.
For Singapore property agents, those differences matter when a buyer starts with one condominium and ends up considering several alternatives. They also matter when your preferred launch changes, available units become less suitable, or you want to focus your advertising on a different opportunity.
This guide compares the ProjectSG 360 Marketing Package with the ERA Google Ads offer as we currently understand it. It covers pricing, commitments, project flexibility, landing pages, OTP lead verification, follow-up tools, reporting and practical suitability.
The main difference for property agents
ProjectSG combines unlimited project marketing and unlimited project changes with lead verification, follow-up tools and advertising oversight. The package costs S$1,159 per month including GST, plus 12% of actual ad spend and GST on that fee, with a 12-month minimum commitment. Advertising spend is separate; no ad credits are included.
If your ERA offer is limited to one project, it is worth assessing for a campaign deliberately focused on that launch. If your business involves several launches and regular changes of project, ProjectSG's flexibility becomes a more relevant part of the comparison.
The useful test is whether the full service supports the way you generate, qualify and follow up with buyers at a cost you are prepared to sustain.
In this comparison:
- Service comparison table
- Pricing, fees and budget examples
- Minimum commitment and project switching
- Websites and buyer journeys
- OTP verification and follow-up
- Reporting and click protection
- Campaign access and lead data
- Which service suits your working style
- Frequently asked questions
ProjectSG 360 vs ERA Google Ads: comparison table
ProjectSG's column reflects its confirmed package. ERA's column identifies publicly available data, plus data collected from ProjectSG's market research.
Comparison point | ProjectSG 360° Marketing Package | ERA Google Ads Package |
|---|---|---|
Fixed service fee | From S$1,397/month, including GST | Unknown |
Advertising management fee | 12% of actual ad spend, plus GST on the fee | 10% + GST on committed amount |
Minimum commitment | Flexible - with minimum 6 months contract | Flexible - with $5,000 commitment |
Number of projects | Unlimited | 1 project |
Project changes | Unlimited additions, removals and switches | Restricted (Unknown) |
Lead verification | OTP verification process for every lead | Not verified |
Lead delivery and follow-up | Immediate lead notification via ProjectSG App with customised auto-generated follow-up messages | ERA App |
Spend reporting | Live real-time advertising report with comparison function, download function | Weekly/monthly reporting |
Click protection | 98% effective fraud-click blocking targeting unwanted agent, spam and fake traffic. | Unknown, agents report spam leads generated |
ERA has publicly described Google Ads generation within SALES+. That announcement establishes an ad-generation capability, but does not establish the commercial terms or management scope of the offer being compared here. ERA's SALES+ announcement.
Pricing and fees: what does ProjectSG 360 cost?
Separate the service fee, management fee and media budget
ProjectSG's pricing has three components:
- Fixed service fee: S$1,397 per month, including GST.
- Advertising management fee: 12% of actual ad spend, plus GST on that fee.
- Media spend: the amount spent on advertising, separate from the two service charges above.
The 12-month fixed service commitment is S$1,396.92 x 12 = S$16,763.11 including GST. Your advertising budget and percentage-based management charges are additional. This is the fixed commitment across the minimum term. Confirm the payment schedule in your quotation.
Example costs at three advertising budgets
The table below shows the service charges associated with three illustrative monthly media budgets. These are calculation examples, not package tiers, recommended budgets or statements of minimum ad spend.
Monthly media spend used in example | 12% management fee, before GST | Management fee including 9% GST | Package and management charges
including GST |
|---|---|---|---|
S$3,000 | S$360.00 | S$392.40 | S$1,789.32 |
S$5,000 | S$600.00 | S$654.00 | S$2,050.92 |
S$10,000 | S$1,200.00 | S$1,308.00 | $2,704.92 |
The final column includes the S$1,397 (S$1,396.92) monthly package fee. It excludes the media spend shown in the first column and any GST applicable to that media spend. The calculation uses Singapore's current 9% GST rate. IRAS GST rates.
At S$5,000 in ad spend, for example, the management fee is S$600 plus S$54 GST. Together with the subscription, the monthly service charges are S$2,050.92 including GST. Keep the media budget separate when assessing your total cash requirement.
ProjectSG package and management charges include GST. The illustrated media budgets and any tax on media are additional.
How does the understood ERA 10% fee compare?
If your ERA quotation confirms a fee of 10% added to actual media spend, a S$5,000 media budget would produce a S$500 fee before applicable tax and other charges. ProjectSG's corresponding percentage fee is S$600 before GST.
That is a S$100 difference in the percentage-based fee, before tax, at the same assumed ad spend. ProjectSG also has its fixed monthly service fee. A comparison that focuses only on the two-percentage-point difference would leave out a substantial part of ProjectSG's cost.
ProjectSG's value therefore depends on how much you use its project flexibility, websites, verification, follow-up and reporting. Obtain a complete ERA breakdown before drawing a conclusion about total price or savings.
Minimum commitment and project switching
A minimum amount and a minimum term are different
The understood ERA S$5,000 minimum is an amount, while ProjectSG's 12-month minimum is a duration. They should not be treated as equivalent forms of commitment.
If ERA requires S$5,000 per project, establish what the payment covers and when it is payable. Check whether it includes fees, whether any media credit expires, and what happens to unused prepaid funds if you change your campaign. Confirm any separate contract duration.
For ProjectSG, the 12-month service commitment is confirmed. Unlimited project switching is flexibility within that service term.
What unlimited projects and changes mean in practice
ProjectSG places no cap on the number of projects you market or the number of additions, removals and switches. One fixed service fee covers that project scope; the percentage fee still changes with actual ad spend.
For example, you might begin with two launches, add a third as your priorities develop, then remove one after reviewing demand and available units. Those project changes do not require a separate fixed service fee for each project.
This is useful for an agent whose focus changes during the year. It also creates room to test a project mix without treating each new development as a separate subscription decision.
Unlimited projects do not create an unlimited advertising budget. Each active campaign needs enough spending to support its purpose. A shortlist with clear priorities is often more practical than spreading a small budget across every available launch.
The project-change entitlement also specifies a turnaround guarantee of same-day to one business day. Agree the campaign priorities and implementation timing with the marketing team.
Landing pages and the buyer's journey
A focused launch page has a clear role
A buyer searching for a particular development expects information about that development. A focused landing page helps organise project details and the next step in one place.
The comparison becomes more interesting when that first project is unsuitable. The buyer might prefer another location, require a different layout or discover that the available units fall outside their budget. Your marketing setup should support the next conversation you want to have.
How ProjectSG supports alternatives across projects
ProjectSG's Property Ecosystem provides a branded website with a searchable directory of more than 200 projects. Its new launch website builder offers unlimited sites, customisable templates and automated listing-content updates.
Consider a hypothetical buyer who enquires about a two-bedroom unit, then explains that the preferred layout is beyond their budget. You identify another launch that better matches their requirements and direct them to the relevant information on your branded site.
The practical benefit is continuity: the same enquiry supports a conversation about suitable alternatives. The agent still needs to establish the buyer's needs and explain the options accurately.
For a comparison with ERA, establish both the campaign scope and the website scope. A restriction on the advertised project does not, by itself, establish what other properties you are allowed to discuss with a buyer or what other websites the agency provides.
OTP lead verification: what does it check?
ProjectSG puts every lead through an OTP verification process and sends immediate lead notifications to the agent. Its published lead-verification workflow uses an SMS code and distinguishes pending, verified and unverified enquiries.
Successful OTP verification demonstrates access to the submitted phone number at that time. It adds a useful check beyond receiving a name and number in a form.
For a property agent, that verification status helps organise follow-up. It gives you an additional signal when assessing which enquiries have completed the contact-verification step.
Phone verification does not establish buyer qualification. It does not confirm budget, financing, eligibility, purchase timing or willingness to attend a showflat. Equally, a person who has not completed verification is not automatically a fake lead.
If the ERA offer you are considering has no OTP step, confirm what other checks are used. Compare how each service identifies invalid contact details and presents verification status. Avoid treating enquiry volume and verified contact volume as the same measure.
Immediate notifications and follow-up tools
Generating an enquiry is the start of the agent's work. A useful marketing package should also make the next action clear.
ProjectSG includes immediate lead notifications and an app that automatically generates follow-up messages. These give the agent a prompt and a starting point for a response. Review the message and adapt it to the buyer's enquiry before sending.
Lead notification, contact verification and buyer qualification serve distinct purposes. The diagram illustrates the workflow, not the app interface.
A practical follow-up routine is to:
- Review the enquiry and its verification status.
- Identify the project and information the buyer requested.
- Respond with a relevant message and establish their requirements.
- Agree a next step, such as a call, further information or a viewing discussion.
An agent handling several launches benefits from having a repeatable routine instead of composing every response from scratch. The value is in using the tools consistently; the agent continues to manage the conversation and qualification.
When assessing ERA, ask where leads arrive, how quickly notifications are delivered and which follow-up functions belong to the specific advertising offer. Existing agency tools and the paid package's inclusions should be identified separately.
Live reporting: measure more than enquiry volume
ProjectSG's live advertising report provides visibility over ad spend. Use that information alongside your own records of contact attempts, conversations and appointments.
For a useful comparison of property lead generation services, track distinct stages:
Measure | What it helps you assess |
|---|---|
Actual media spend | How much was spent on advertising |
Enquiries received | The volume of submitted interest |
Verification status | Which enquiries completed the contact check |
Meaningful conversations | Whether you reached people with relevant needs |
Appointments attended | Whether agreed meetings actually took place |
Completed transactions | The later business outcome |
Google itself distinguishes qualified leads from converted leads, reflecting different stages after the initial enquiry. Those definitions support evaluating progress beyond form submissions; they do not establish that either package automatically tracks every stage. Google Ads: qualified and converted leads.
Track cost per lead alongside cost per attended appointment. The first measures enquiry acquisition; the second assesses a later step in the sales process.
Cost per attended appointment = total marketing costs for the period / attended appointments attributed to those campaigns.
Use the same period and cost basis for both services. Include subscription and management charges alongside media spend. Comparing one provider's media-only cost with another's complete cost gives a misleading result.
Keep the timing consistent, too. A recently generated enquiry has had less opportunity to turn into a viewing or transaction than a lead followed up for several weeks.
Fraud-click blocking and lead verification serve different purposes
ProjectSG includes fraud-click blocking targeting unwanted agent and fake traffic. This is a safeguard aimed at advertising traffic before the later work of qualifying enquiries.
OTP verification addresses a different stage: checking access to the number submitted by an enquirer. A service that offers both is addressing traffic quality and contact verification separately.
Google Ads also operates its own invalid-traffic detection and billing adjustments. A provider-specific blocking feature should be assessed alongside those existing protections. Google's explanation of invalid traffic.
Ask how suspicious traffic is identified and how any claimed savings are calculated. A count of blocked attempts is not automatically a count of paid clicks avoided. Neither an OTP step nor a blocking tool proves that every lead will respond or that every unwanted click will be prevented.
Campaign access, lead data and service responsibilities
A live report is useful, but reporting access, account ownership and lead-data access are separate matters. Before choosing either service, establish:
- Who owns the Google Ads account and what access you receive.
- Which lead details and reports you are able to export.
- Who updates landing pages, project information and campaign settings.
- How requests to change projects or spending are handled.
- What happens to websites, data and access when the service ends.
These are quotation questions for both providers; this comparison does not assume that either includes a particular ownership or export arrangement.
For an agent investing over a year, these details help clarify what you are buying, what remains your responsibility and how the service fits your existing way of working.
Which service suits your working style?
You market several launches and change priorities regularly
ProjectSG is worth shortlisting when unlimited projects and unlimited changes will be used throughout the year. Its combined websites, OTP process, immediate notifications, message generation and live reporting support several parts of that routine.
The decision is whether those capabilities justify the fixed commitment and management charges for your business.
You intend to focus on one launch
If your current ERA quotation confirms a one-project arrangement that meets your campaign needs, that scope could be sufficient. Compare the full price and included support against what you actually need.
ProjectSG remains an option, but unlimited project capacity has less value if you expect to use only one project and already have suitable follow-up tools.
You are testing paid advertising with a limited budget
Give the fixed commitment close attention. ProjectSG's minimum subscription totals S$16,763.04 including GST before advertising and percentage fees. An agent testing a channel should assess whether the remaining budget supports sustained campaign activity as well as those service charges.
Check the actual ERA minimum, term and available options. Neither a lower percentage fee nor a lower initial payment, on its own, establishes a better fit.
You already have websites and a CRM
Compare the functions you would use with the ones you already have. Consider the effort of maintaining your current tools, the value of unlimited project changes, and whether ProjectSG's lead workflow fits your process.
Choose based on usable scope and complete costs. A feature list is most valuable when the features support work you expect to do.
Frequently asked questions (FAQ)
How much does the ProjectSG 360 Marketing Package cost?
S$1,396.92 per month including GST, with a 12-month minimum commitment. A fee of 12% of actual ad spend applies, plus GST on that fee. Advertising spend is separate.
Does ProjectSG include Google Ads credits?
No. There are no included ad credits. Budget separately for media spend, the fixed service fee and the percentage-based management charge.
How many projects are included in ProjectSG 360?
There is no cap on projects or the number of additions, removals and switches under one fixed service fee. Actual advertising spend remains separately funded.
Does ProjectSG's project flexibility remove the 12-month commitment?
No. The minimum service term remains 12 months. Project flexibility describes what you are allowed to market and change within the service.
Does ERA Google Ads charge a 10% fee and require S$5,000 per project?
That reflects ProjectSG's current understanding and has not been independently confirmed. Obtain the current ERA quotation to establish the fee basis, minimum amount, included services and any contract term.
Does ERA's Google Ads service include OTP verification?
ProjectSG currently understands that it does not, but this is unverified. Confirm the lead-verification process for the specific ERA offer before relying on that comparison.
Are OTP-verified property leads guaranteed buyers?
No. OTP verification checks access to a phone number. The agent's follow-up establishes requirements, financial suitability, readiness and the appropriate next step.
Is ProjectSG cheaper than ERA Google Ads?
That cannot be established without ERA's complete current quotation and matching service scope. ProjectSG has both a fixed monthly subscription and a 12% management fee plus GST. Evaluate total costs and the features you will use.
Explore ProjectSG 360 for your property marketing
For agents who want to market several launches and adjust their project mix during the year, ProjectSG offers unlimited project scope and changes alongside verification, follow-up tools and live reporting.
Bring your target projects and intended advertising budget to a walkthrough. We will explain the website and lead workflow, discuss how they fit your day-to-day work and provide a clear breakdown of the service fee, management charges and separate media budget.
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