Facebook Ads vs Instagram Ads: Which Is Better for Your Business?

Facebook and Instagram are both owned by Meta, and you create ads for both in the same place. So which one should you choose? The answer depends on your business, your customers and your goal. Here is a simple comparison.

They use the same ad system

You run Facebook and Instagram ads from Meta Ads Manager. You can choose where your ads appear, which is called placements, and you can use the same targeting for both. You can target by location, age, interests and behaviour, and you can show ads to people who already visited your website.

Facebook ads: when they work best

• You want to reach a wide audience of different ages
• You want leads through forms or Messenger conversations
• You promote local services and events
• You want to use longer text to explain your offer

Instagram ads: when they work best

• Your product or service looks good in photos and short videos
• You want to reach people who like visual content
• You use Reels and Stories to build your brand
• You work in fashion, food, beauty, travel, fitness or design

Quick comparison

• Style: Facebook supports more text and links. Instagram is more visual.
• Best formats: Facebook feed and video ads. Instagram Reels, Stories and images.
• Best for: Facebook for leads and local services. Instagram for brand and visual products.

Which one should you choose?

If you are not sure, run both with the same budget for two weeks and compare the cost per lead. Let the numbers decide. Use Meta's placement options to see where your ads perform best, then move more budget there.

Tips for better results

1. Use clear, bright images or short videos.
2. Put the main message in the first line.
3. Add one simple button, such as Send Message or Learn More.
4. Test at least three different images or videos.
5. Install the Meta Pixel on your website to track results.

Quick decision guide

• Local service business wanting enquiries: start with Facebook, add Instagram.
• Visual product such as food, fashion or beauty: start with Instagram, add Facebook.
• Not sure: run both and compare cost per lead.
• Want messages on WhatsApp: use click-to-WhatsApp ads on both.

Do not forget retargeting

Most people do not buy the first time they see you. Retargeting shows your ads to people who visited your website or engaged with your page. It is usually cheaper than reaching new people, and it brings back customers who were close to buying.

Frequently asked questions

Can I run Instagram ads without a Facebook page?

You usually connect your Instagram account to a Facebook page to run ads through Ads Manager, so it is best to have both.

Are Facebook ads or Instagram ads cheaper?

It depends on your audience and industry. The only reliable way to know is to test both.

Need help with this?

AdsWave is a digital marketing agency that helps businesses around the world get more customers with Google Ads, Google Maps, Facebook, Instagram, TikTok and WhatsApp marketing. Message us on WhatsApp for a free consultation, or visit getadswave.com.